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En studie av inkongruenta varumärkesutvidgningars inverkan på produktkategorin
… brand by means of a brand extension affects consumers? perceptions of the product category that the brand is launched in. An experiment was carried out to study the following aspects: associations and constellations of associations to the product category, interest, perceived …
En kvantitativ studie om effekterna av att göra reklam för flera produkter inom en produktkategori tillsammans
… paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased …
En Fungerande Strategi?
… that if a national brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private brand. The national brand should through such a brand alliance be able to borrow some of the flexible …
… prestige and status, therefore the possibility of visible consumption of products is a key dimension of the product. Typical examples of luxury goods include cars, handbags and watches. These are consumed in the public arena where the possibility to show off the product and the …
… study has been done in order to map the supply of vegetarian and vegan food products in Sweden for business clients and consumers. A total of 665 food stuffs were found and classified into six categories. The biggest category was meat substitutes with 302 products and the second …
vilka produkter finns och hur är de berikade?
… study has been done in order to map the supply of vegetarian and vegan food products in Sweden for business clients and consumers. A total of 665 food stuffs were found and classified into six categories. The biggest category was meat substitutes with 302 products and the second …
… to increase the scope of RoHS. This report mainly considers the inclusion of product categories 8 (Medical Devices) and 9 (Monitoring and Control Instruments). In order to fulfil the aim eight questions were formulated, that shall be answered in the report. In order to find the …
Vad som händer när en produkt i en produktkategori med negativ klang ges ett positivt attribut
Product development is essential for all companies that want to survive in competitive markets regardless of the characteristics of the product that the company sells. Companies that sell products within product categories which can be seen as bad, also need to develop their …
Effekten av en varumärkeskris på konkurrerande svaga och starka varumärken inom en produktkategori
… aims to investigate spill-over effects of one brand crisis to another within a product category. More specifically, we investigate how strong and weak brands in a product category are affected when a typical brand in the category goes through a crisis. With use of a fictitious …
… to questioning: environmentalism. Consumers demand more organically produced products. These consumers however are hard to get a grip on. For certain product categories these new organically produced products are greatly appreciated by the consumers and the market shares are …
… shares from national brands. Retailers need to have a good mix between these products and adopting category management without being influenced by opportunism, which can lower the profitability of a category. The purpose of this study is to examine and describe how private …
The research aims at revealing consumers? loyalty to a high involvement product category, connected to a loyalty membership club. Hence, the study aims at explaining similarities and differences between two markets, differently developed in terms of loyalty clubs. The study used …
… The primary purpose of this thesis is to describe how the involvement in a product category affects consumers' intention to use a retailer-branded smartphone application during their shopping trip. Drawing upon recent IS-literature with models TAM and UTAUT, our results indicate …
Balansering och differentiering av varumärken i multi-brand portföljer<em> </em>
Multi-brand portfolios are characterized by comprising many brands in the same product category. Companies that have chosen to organize their products according to this strategy are facing both possibilities, such as expanding the accessible market size, and challenges such as …
En studie om de attraktiva produktkategorierna
This paper studies patterns of consumption within a product category. Using make-up as a base for the study, we applied the Mokken Scale to examine if consumers follow a hierarchical pattern when buying items within the product category. Based on a survey of 250 female …
