Sökning: "Lexington"

Hittade 2 uppsatser innehållade ordet Lexington.

1. 1. Glid på en livsstil : en studie om branschglidningar

   Kandidat-uppsats, Högskolan i Borås/Institutionen Handels- och IT-högskolan

   Författare :KATARINA ASPLUND; [2011]
   Nyckelord :lifestyle; branschglidning; brand extension; brand stretching; brand territory; livsstil; horisontell utvidgning; varumärkesutvidgning;

   Sammanfattning : Varumärkesutvidgning är i dag en trend inom affärsutveckling, då metoden underlättaringången på nya marknader. Utvidgningar är dock ingen genväg till en garanteradpublikframgång. LÄS MER

3. 2. Make It 'til You Break It : - A Study of If and How Country-of-Origin Incongruence Affects Consumer-Based Brand Equity

   Magister-uppsats, Företagsekonomiska institutionen

   Författare :Sylvia Fridjonsson; Emma Mersmann; [2011]
   Nyckelord :Consumer-Based Brand Equity; Country-of-Origin; Country-of-Production; Country-of-Corporate Ownership; Country-of-Corporate Headquarters; Country-of-Brand Origin; Country-of-Origin Incongruence;

   Sammanfattning : As companies are focused on and capable of creating brand images aimed at supporting their brands, some choose to strategically associate them with specific countries or regions in hopes of attaining perceivably higher consumer-based brand equity. Although such a strategy could prove itself effective in the sense of increasing the amount of positive consumer perceptions, it might also result in harmful effects if the marketed country-of-brand origin is not in congruence with the brand‟s other country-of-origin constructs. LÄS MER