Got no milk? Exploring consumer involvement and brand identity of the non-dairy brands Oatly and Alpro
Purpose: The purpose of this study is to examine consumer involvement with brands in the non-dairy product category and to identify the notable facets of the brands identity in this low-involvement product category. Methodology: Literature review, two case studies (Oatly and Alpro), four semi-structured interviews. Findings: This research paper identified different aspects of involvement and the