From the House of Brand to the Branded House: The Effects of a Brand Portfolio Shift on Consumers’ Choice.
Contributo in Atti di convegno
Data di Pubblicazione:
2015
Citazione:
From the House of Brand to the Branded House: The Effects of a Brand Portfolio
Shift on Consumers’ Choice / Gabrielli, V.; Baghi, I.. - (2015). ( 13th Annual International Conference on Management and Marketing, Athens Institute for Education and Research Athens, Greece, 29th June-2nd July.).
Abstract:
The aim of the study is to investigate the effects on consumer evaluations and behaviours of the shift in the brand architecture strategy from an house of brands approach to a branded house one in which the corporate brand is prominent next to the single product brands.
Tipologia CRIS:
Relazione in Atti di Convegno
Elenco autori:
Gabrielli, V.; Baghi, I.
Link alla scheda completa:
Titolo del libro:
Proceedings of 13th Annual International Conference on Management and Marketing, Athens Institute for Education and Research