Mohlo by se vám také líbit

Více informací o knize Brand Extension Strategy

• Parametry knihy
• Anotace
• Oblíbené z jiného soudku

Nákupem získáte 137 bodů

Anotace knihy

This book is based on my doctoral research, undertaken at Faculty of Management Studies, University of Delhi, India. This book builds upon a seminal work in brand extension model, that has been tested and compared across countries, by applying it to the Indian CPG segment. A more comprehensive and elaborate model is also proposed and tested for better understanding of the consumers' evaluation of brand extension. This model involved statistical extensions of the previous model, using hierarchical regression including residual centering interaction terms. A key outcome that emerged from the collected data and its analysis is that advertisements which highlight the features of the extension brand are more suitable for it as compared to advertisements trying to build some sort of relationship between parent brand and its extension. Several other interesting results coming out of the study are also discussed in the book that have strong managerial implications for the brand managers as well as research scholars.

Parametry knihy

• Plný název: Brand Extension Strategy
• Autor: Harleen Kaur
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 192
• EAN: 9783659972287
• ID: 16045295
• Nakladatelství: LAP Lambert Academic Publishing
• Hmotnost: 304 g
• Rozměry: 220 × 150 × 12 mm
• Rok vydání: 2017

Oblíbené z jiného soudku

---

---

---