Does it matter to have an ethical brand? : A qualitative study of millennials perspective on unethical marketing activities within the soft drink industry
Background Brand loyalty has been studied by a large number of scholars over the past few decades, including its impact on consumer purchase behavior and as a core concept when creating brand value. Having ethical business practice helps retain customers trust and enforce their loyalty to the brand....
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2019
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43985 |