The Power of Innovation : Exploring Innovativeness and its Influence on Brand Loyalty in a Saturated Market through the Eyes of Generation Y

The Power of Innovation : Exploring Innovativeness and its Influence on Brand Loyalty in a Saturated Market through the Eyes of Generation Y

Problem Saturated markets are known to be competitive, with a wide selection of alternatives. In a saturated market is essential to differentiate a brand to compete in a market. Therefore, innovation has become a central part of a brand’s DNA when developing strategies, such as product evolvement a...

Full description

Bibliographic Details
Main Authors: Andreasson, Lovisa, Ek Berglund, Michaela, Svensson, Alice
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi 2018
Subjects:
Innovation
Marketing Innovation
Brand loyalty
Generation Y
Red Bull
Saturated Markets
& Low-Involvement Products
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39764

Similar Items

Similar Items