Essays about: "Maximilian Hochsteiner"

Found 1 essay containing the words Maximilian Hochsteiner.

  1. 1. Changing the game - The effects of a radical logo rebranding strategy on the consumer-brand relationship in football

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lisa Lobensommer; Maximilian Hochsteiner; [2017]
    Keywords : Football; Rebranding; Logo Rebranding; Consumer-Brand Relationship; Brand Relationship Quality; Consumer Culture; Juventus F.C.; Business and Economics;

    Abstract : Purpose: The purpose of this thesis is to provide an understanding of how consumer-brand relationships are affected by a radical rebranding strategy of a football club’s logo. This further leads the paper to contribute to the literature of consumer-brand relationships in the special context of football. READ MORE