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Situationer och varumärkeslojalitet: Hur återkommande köp- och konsumtionssituationer är kopplade till konsumenters varumärkeslojalitet
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2010 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The thesis focuses on the measurement of situational factors affecting brand loyalty in purchases and consumption. A survey is conducted using previously developed scales and 199 respondents. Results show that for the particular product category (ready-to-drink recovery drinks), purchase frequency and the product experience have stronger effects on loyalty than do situational factors such as type of activity and perceived stress. Implications for managers are discussed and suggestions for further research is presented.

Place, publisher, year, edition, pages
2010. , 78 p.
Keyword [sv]
Varumärkeslojalitet, situation, köpsituation, återhämtningsdryck
National Category
Business Administration
URN: urn:nbn:se:umu:diva-35042OAI: diva2:328440
Social and Behavioural Science, Law
Available from: 2010-07-05 Created: 2010-07-02 Last updated: 2010-07-05Bibliographically approved

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