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1. 1. Incumbent Brand on Purchase Intention of Disruptive Innovations: A Study on the Effects of Brand Image and Sub-Brand Strategy for Electric Motorcycles

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tiziano Filippini; Nicola Campagna Foglietta; [2020]
   Keywords : Disruptive Innovation; Brand Image; Sub-Brand Strategy; Purchase Intention; Electric Motorcycles; Business and Economics;

   Abstract : The purpose of this study is to investigate the relationship between the brand image of an incumbent manufacturer and the purchase intention for a brand extension characterized by a disruptive innovation, and to assess the effects of a sub-brand strategy. This study involves inferential survey research with a conclusive and descriptive nature. READ MORE