Sökning: "Nicola Campagna Foglietta"
Hittade 1 uppsats innehållade orden Nicola Campagna Foglietta.
1. Incumbent Brand on Purchase Intention of Disruptive Innovations: A Study on the Effects of Brand Image and Sub-Brand Strategy for Electric Motorcycles
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The purpose of this study is to investigate the relationship between the brand image of an incumbent manufacturer and the purchase intention for a brand extension characterized by a disruptive innovation, and to assess the effects of a sub-brand strategy. This study involves inferential survey research with a conclusive and descriptive nature. LÄS MER
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