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Why are Swedish retail corporate brands so reputable? a comparative study of sustainable brand equity i Sweden
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
2016 (English)In: 2016 Global Marketing Conference at Hong Kong Proceedings, 2016, p. 1028-1031Conference paper, Published paper (Refereed)
Abstract [en]

Swedish retailers such as IKEA, H&M and Clas Ohlson, followed by others, have gained international recognition. In Sweden repeated surveys, (2004-2015), have shown that Swedish retailers are perceived as the most reputable companies of all sectors in Sweden. What is the background that makes Swedish retailers so reputable among consumers?

The purpose of this paper is to present and analyze the underlying factors which give Swedish retailers such a high reputation scores over time i.e. what factors are important to achieve sustainable brand equity in the retail sector.

Place, publisher, year, edition, pages
2016. p. 1028-1031
Keywords [en]
sustainable brand equity, retail corporate reputation, retail brand personality, and retail Point of Parity (POP) and Point of Difference (POD).
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-163335DOI: 10.15444/GMC2016.07.07.01OAI: oai:DiVA.org:su-163335DiVA, id: diva2:1273649
Conference
2016 Global Marketing Conference at Hong Kong, China, July 21-24, 2016
Available from: 2018-12-21 Created: 2018-12-21 Last updated: 2019-02-07Bibliographically approved

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