COVID-19’s Impact on Consumer Behaviour, Brand Equity and Loyalty. : -A qualitative study analysing how the COVID-19 pandemic affects consumer behaviour and brand loyalty & equity
Purpose - This study's purpose is to compile literature on consumer behaviour, brand loyalty and equity and to investigate how the ongoing COVID-19 pandemic have affected consumer behaviours, brand loyalty and equity in Sweden.Design/methodology/approach - A theoretical framework was formed by...
Main Authors: | Gustafsson, Casper, Yanzhuo, Li |
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Format: | Others |
Language: | English |
Published: |
Uppsala universitet, Företagsekonomiska institutionen
2021
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Subjects: | |
Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-451244 |
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