Essays about: "Elisabeth Matsson"

Found 1 essay containing the words Elisabeth Matsson.

  1. 1. '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