Essays about: "Ellen Knape"

Found 2 essays containing the words Ellen Knape.

  1. 1. Co-branding in the FMCG sector: Investigating the relation between brand association transfer and perceptual fit in co-branding

    University essay from Göteborgs universitet/Graduate School

    Author : Ellen Knape; Petter Rodestedt; [2013-07-10]
    Keywords : Co-branding; brand association transfer; perceptual fit; brand extension; brand equity;

    Abstract : Co-branding is a popular strategy for new product introductions. The main goal is to transfer brand equity from the constituent brands to a new composite brand. The strategy draws from research in brand extension and recent academic focus has been on the concept of perceptual fit. READ MORE

  3. 2. The Brand Identity and Brand Image of Gothenburg - A Case Study of Way out West

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Ellen Knape; Hanna Lundell; [2011-06-17]
    Keywords : Brand identity; brand image; event;

    Abstract : .... READ MORE