Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The effects of brand extensions
2009 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Not all brand extensions are successful and for every brand extension there is a risk of harming the corporate brand. Therefore the purpose of this thesis was to study how the consumer attitude changes on the corporate brand after vertical and horizontal brand extensions. We used two different focus groups and compared the results with theory. In upscale vertical brand extension the companies need to create credibility in a higher price, while downscale vertical brand extension are easier for companies to develop. The study indicates that a new brand name for the brand extension should be used in order to avoid damaging the quality and price on the corporate brand. In horizontal brand extension it is important to keep a main thread between the corporate brand and the extension to avoid losing credibility in the brands’ niche on the market. Further the study is a contribution for brand extensions and for further research in this subject.

Place, publisher, year, edition, pages
2009.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-50995ISRN: LTU-CUPP--09/210--SELocal ID: 837175da-32ef-49fd-8058-a38e387fd4ceOAI: oai:DiVA.org:ltu-50995DiVA: diva2:1024358
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(702 kB)27 downloads
File information
File name FULLTEXT01.pdfFile size 702 kBChecksum SHA-512
3f83a8f0d1a0ccf43609273f1c093e185f9c99bd8c2e34dbe5b92e443bd65363dda3e1990059656d7a5683246dd60f89628042accece0c4afb491d5610b9183d
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 27 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 47 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf