Sökning: "Nicola Campagna Foglietta"

Hittade 1 uppsats innehållade orden Nicola Campagna Foglietta.

  1. 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 institutionen

    Författare :Tiziano Filippini; Nicola Campagna Foglietta; [2020]
    Nyckelord :Disruptive Innovation; Brand Image; Sub-Brand Strategy; Purchase Intention; Electric Motorcycles; Business and Economics;

    Sammanfattning : 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