For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. A conceptual model based on previous research was created to shed light on essential elements that affect consumers’ attitudes. Empirical data was collected through a qualitative content analysis as well as two focus group interviews. Findings resulted in three main insights concerning consumers’ attitudes. Firstly, consumers’ attitudes depend on how the brands decide to leverage and ...
ABSTRACT: In today’s highly informed, competitive and saturated market, a key to success of any busi...
The aim of the paper is to determine preferences of Czech consumers in online shopping of long-life ...
As competition in the markets is swiftly increasing, marketers are looking for new ways to different...
For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla se...
Studien handlar om företaget Oatly och deras senaste kampanj “Spola mjölken”. Företaget, samt kam...
Mjölk är en råvara som länge funnits med i svenska hushåll. Till kaffet, i skolmatsalen eller som sj...
In 2014, Swedish oat milk producer Oatly was sued by the dairy lobby LRF Mjölk for their use of mark...
Consumers are becoming increasingly concerned about their foods and more particularly, the origin of...
Concern about the welfare of production animals is growing among various stakeholders, including the...
The cow’s milk market is going through a critical period characterised by a continuous contraction i...
These days, milk substitute products are getting more popular and exist together with milk on the ma...
Due to increased competition between companies and products, brand communication has emerged as an d...
Brands constantly challenge each other for market leadership and release new products to outperform ...
The study examined the consumer preference for processed milk in Mymensingh town. The study was main...
Milk is an essential commodity in the life of Indian consumers. They prefer healthy And energy drink...
ABSTRACT: In today’s highly informed, competitive and saturated market, a key to success of any busi...
The aim of the paper is to determine preferences of Czech consumers in online shopping of long-life ...
As competition in the markets is swiftly increasing, marketers are looking for new ways to different...
For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla se...
Studien handlar om företaget Oatly och deras senaste kampanj “Spola mjölken”. Företaget, samt kam...
Mjölk är en råvara som länge funnits med i svenska hushåll. Till kaffet, i skolmatsalen eller som sj...
In 2014, Swedish oat milk producer Oatly was sued by the dairy lobby LRF Mjölk for their use of mark...
Consumers are becoming increasingly concerned about their foods and more particularly, the origin of...
Concern about the welfare of production animals is growing among various stakeholders, including the...
The cow’s milk market is going through a critical period characterised by a continuous contraction i...
These days, milk substitute products are getting more popular and exist together with milk on the ma...
Due to increased competition between companies and products, brand communication has emerged as an d...
Brands constantly challenge each other for market leadership and release new products to outperform ...
The study examined the consumer preference for processed milk in Mymensingh town. The study was main...
Milk is an essential commodity in the life of Indian consumers. They prefer healthy And energy drink...
ABSTRACT: In today’s highly informed, competitive and saturated market, a key to success of any busi...
The aim of the paper is to determine preferences of Czech consumers in online shopping of long-life ...
As competition in the markets is swiftly increasing, marketers are looking for new ways to different...