Sökning: "filippini"

Hittade 2 uppsatser innehållade ordet filippini.

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

3. 2. The Threats of Brand Rejuvenation: The Land Rover Defender Case

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Tiziano Filippini; Mihail Aittokallio; Emilia Marzouk; [2019]
   Nyckelord :Brand Rejuvenation; Brand Identity; Brand Kernel; Land Rover Defender; Business and Economics;

   Sammanfattning : Introduction: Brand rejuvenation stands for bringing brand up-to-date. Any brand might face at some point an aging issue. One way to handle this issue is to perform brand rejuvenation. However, the process of brand rejuvenation is not a simple process for the company. LÄS MER