Essays about: "Elisabeth Matsson"
Found 1 essay containing the words Elisabeth Matsson.
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1. 'Brand Availability': Enhancing a Brand's Competitive Advantage
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : 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