Sökning: "Kirill Dementev"

Hittade 1 uppsats innehållade orden Kirill Dementev.

  1. 1. Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far

    Kandidat-uppsats, IHH, Företagsekonomi

    Författare :Kirill Dementev; Yuliya Lukyanchenko; Cecilia Emilsson; [2011]
    Nyckelord :Brand licensing; brand extension; Pringles; brand equity; branding; brand associations; perceived quality; likelihood to buy; correlation analysis; quantitative; Jönköping University;

    Sammanfattning : Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. LÄS MER