Sökning: "Johan Rinaldo"
Hittade 1 uppsats innehållade orden Johan Rinaldo.
1. Vitamin C… som i Choklad?: En studie av inkongruenta varumärkesutvidgningars inverkan på produktkategorin
D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiSammanfattning : The purpose of the study is to explain whether the introduction of a new and different brand by means of a brand extension affects consumers’ perceptions of the product category that the brand is launched in. An experiment was carried out to study the following aspects: associations and constellations of associations to the product category, interest, perceived variation, and the perceived similarity with the category from which the brands were extended. LÄS MER
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