Essays about: "brand association transfer"

Found 4 essays containing the words brand association transfer.

  1. 1. The Country of Ownership Paradox

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Nora Varga; Fengge Zhao; [2016]
    Keywords : Premium Brand; Country of Brand; Country of Ownership; Country of Origin; Automobiles; Developing Countries; Brand Image; Consumer Perception; Business and Economics;

    Abstract : Purpose: The purpose of the thesis is to explore how the ownership transfer from a developed country to a developing country influences consumers’ perception of the brand. Design/methodology/approach: After the extensive review of the literature about the concept of country of origin and brand image, three premium automobile brand acquisition cases (Jaguar, Land Rover and Volvo) were investigated. READ MORE

  3. 2. 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

  4. 3. The Effect of Corporate Endorsement on Consumers' Product Brand Evaluations - An Empirical Analysis of the Influence of Corporate Image

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Marion Küpers; Pia Faulseit; [2012]
    Keywords : Brand Architecture; Endorsed Branding Strategy; Product Brand Evaluation; Corporate Association Transfer; Image Spill-over; Business and Economics;

    Abstract : This study investigates the effect of corporate endorsement on consumers’ product brand evaluations by taking into consideration varying levels of corporate brand and product brand image as well as product brand familiarity; thereby providing more detailed and nuanced insights for which product brands corporate endorsement is beneficial, neutral or even detrimental.. READ MORE

  5. 4. Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods

    University essay from Företagsekonomiska institutionen

    Author : Carole Ginman; [2010]
    Keywords : Nike; Brand Image; Brand Associations; Endorsements; Tiger Woods; Brand Knowledge; Brand Ambassador; Nike; Varumärke; Image; Associationer; Sponsring; Tiger Woods;

    Abstract : Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. READ MORE