Sökning: "Pia Faulseit"
Hittade 1 uppsats innehållade orden Pia Faulseit.
1. The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate ImageMagister-uppsats, Lunds universitet/Företagsekonomiska institutionen
Sammanfattning : This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.. LÄS MER