Sökning: "Endorsed Branding Strategy"

Hittade 2 uppsatser innehållade orden Endorsed Branding Strategy.

  1. 1. Does One Size Fit All? Branding Strategies for Plus-Size Labels in the Fashion Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jella Lynn Hauptmann; Julia Ausserdorfer; [2019]
    Nyckelord :Plus-Size; Brand Architecture; Brand Strategy; Fashion Branding; Brand Portfolio; Business and Economics;

    Sammanfattning : Purpose: With increasing obesity rates and the change of beauty ideals within society, the plus-size fashion market currently enjoys a massive upturn and many established fashion retailers realise the opportunities within this ever more important segment. However, the integration of plus-size brands can be challenging as being plus-size is still connected to a stigma. LÄS MER

  3. 2. The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Marion Küpers; Pia Faulseit; [2012]
    Nyckelord :Brand Architecture; Endorsed Branding Strategy; Product Brand Evaluation; Corporate Association Transfer; Image Spill-over; Business and Economics;

    Sammanfattning : This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.. LÄS MER