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  1. 1. Brand extensions – the influence of the parent brand

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Felipe Westregård Ayala; Gustav Berntorp; Nikolay Shatarov; [2007]
    Nyckelord :Brand extension; Brand associations; Parent brand affect; Perceived fit; Customer-based equity; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. LÄS MER