Essays about: "Brand extensions"

Showing result 16 - 20 of 36 essays containing the words Brand extensions.

  1. 16. Brand Extensions in the Fast Fashion Industry : Exploring Quality Attributes Leading to a Negative Evaluation

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Pia Weiss; Jana Taslidza; [2016]
    Keywords : ;

    Abstract : .... READ MORE

  3. 17. Channel Extension Signalling Effects - How consumer-perceived signals of effort behind an added channel affect the entire online retail brand

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Agnetha Holmberg; Alexandra Fristedt; [2016]
    Keywords : Online retail sales channel extension; Consumer-perceived signals of advertising effort; Complementary capabilities of channel extensions;

    Abstract : Over the last decade, multichannel retail strategies, in which new channels are added to existing channel mix offering to implicitly increase consumer value and keep competitiveness on the market, has grown rapidly. Although creation of a multichannel offering seems to hold many benefits for retailers, the full effects on their customers, and by extension the brand, are largely unknown. READ MORE

  4. 18. The Influence of Brand Equity and Brand Identity on Brand Extension Strategies

    University essay from Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)

    Author : Katja Hein; Deike Bode; [2015]
    Keywords : brand extension; brand extension strategies; parent brand; brand management; brand equity; brand identity; brand concepts; FMCG; line extension; vertical line extension; category extension;

    Abstract : The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. READ MORE

  5. 19. Connection through projection- a quantitative study of consumer evaluations of brand extensions performed by personal brands

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Rebecca Johansson; Agnes Malm; [2014]
    Keywords : Personal brand; Corporate brand; Parasocial interaction; Brand attachment; Congruence;

    Abstract : In a transforming media landscape, new ways for companies to build relationships with consumers emerge. Existing research points towards that brands with higher attachment and visibility in media give rise to more positive consumer evaluations. READ MORE

  6. 20. 'Brand Availability': Enhancing a Brand's Competitive Advantage

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Elisabeth Matsson; Janette Gellert; [2014]
    Keywords : Brand Availability; Vertical Brand Extensions; Competitive Advantage; Positioning; Brand Equity; Business and Economics;

    Abstract : The purpose of this study is to explore the effects of vertical brand extensions on consumer perceptions and brand equity. The aim of this study is to take a strategic brand management perspective in order to answer two research questions: How does a vertical brand extension affect the brand? How does a vertical brand extension affect consumer perceptions of the core brand? The main finding in this study is the need for a new concept in order to explain how the introduction of a vertical brand extension affects consumers and their perception. READ MORE