Brand Extensions of Authentic Brands - An explorative study of consumers’ perceptions

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Max Beckers; Martinus Alexander Koolen; [2020]

Keywords: Brand authenticity; brand extensions; brand identity; brand image; brand equity; Business and Economics;

Abstract: The purpose is to explore the phenomenon of authentic brands extending into other categories in order to identify how this may affect the image of the brand and its authenticity.

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