Essays about: "Jeronimo Ruiz Victoria"

Found 1 essay containing the words Jeronimo Ruiz Victoria.

  1. 1. Identifying and testing success factors for brand extensions in the Video Game Industry : The differences between segments of players and a model for predicting success in the Tomb Raider Series

    University essay from IHH, Företagsekonomi

    Author : Jeronimo Ruiz Victoria; Arne Samuel Löffler; [2012]
    Keywords : brand extension; video games; tomb raider; marketing;

    Abstract : Background Brand managers often use brand extension as a “lower” risk alternative when introducing new products. A lot of research has been conducted about brand extensions but mostly focusing on fast moving consumer goods, therefore ignoring the impact that this strategy carries on experience goods and more precisely, the video game industry. READ MORE