Consumer Perception of Internal Brand Extension: A Literature Based Work on Perceived Fit as Determining Factor for Enhancing Consumer Acceptance of Internal Brand Extension - Couverture souple
Synopsis
Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.
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Consumer Perception of Internal Brand Extension: A Literature Based Work on Perceived Fit as Determining Factor for Enhancing Consumer Acceptance of Internal Brand Extension
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Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers.The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn. 40 pp. Englisch. N° de réf. du vendeur 9783668604872
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Consumer Perception of Internal Brand Extension
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Consumer Perception of Internal Brand Extension
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Consumer Perception of Internal Brand Extension
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GRIN Verlag, GRIN Verlag Jan 2018, 2018
ISBN 10 : 3668604878
ISBN 13 : 9783668604872
Neuf
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.Books on Demand GmbH, Überseering 33, 22297 Hamburg 40 pp. Englisch. N° de réf. du vendeur 9783668604872
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Consumer Perception of Internal Brand Extension : A Literature Based Work on Perceived Fit as Determining Factor for Enhancing Consumer Acceptance of Internal Brand Extension
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Taschenbuch. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers.The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn. N° de réf. du vendeur 9783668604872
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Consumer Perception of Internal Brand Extension | A Literature Based Work on Perceived Fit as Determining Factor for Enhancing Consumer Acceptance of Internal Brand Extension
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Taschenbuch. Etat : Neu. Consumer Perception of Internal Brand Extension | A Literature Based Work on Perceived Fit as Determining Factor for Enhancing Consumer Acceptance of Internal Brand Extension | Victoria Homeier | Taschenbuch | 40 S. | Englisch | 2018 | GRIN Verlag | EAN 9783668604872 | Verantwortliche Person für die EU: GRIN Publishing GmbH, Waltherstr. 23, 80337 München, info[at]grin[dot]com | Anbieter: preigu. N° de réf. du vendeur 110950526
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