Essays about: "Petter Rodestedt"

Found 1 essay containing the words Petter Rodestedt.

  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