Sökning: "Pia Faulseit"

Hittade 1 uppsats innehållade orden Pia Faulseit.

  1. 1. The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Marion Küpers; Pia Faulseit; [2012]
    Nyckelord :Brand Architecture; Endorsed Branding Strategy; Product Brand Evaluation; Corporate Association Transfer; Image Spill-over; Business and Economics;

    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