Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far

Brand Licensing : Once you pop you can’t stop: When brand licensing goes too far

Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of st...

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Bibliographic Details
Main Authors: Dementev, Kirill, Lukyanchenko, Yuliya, Emilsson, Cecilia
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi 2011
Subjects:
Brand licensing
brand extension
Pringles
brand equity
branding
brand associations
perceived quality
likelihood to buy
correlation analysis
quantitative
Jönköping University
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15697

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15697

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