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dc.contributor.authorSchartum, Christian
dc.contributor.authorRikardsen, Emil Kristian Meland
dc.date.accessioned2019-10-14T08:08:51Z
dc.date.available2019-10-14T08:08:51Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/11250/2621858
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019nb_NO
dc.description.abstractCross-gender brand extension has become a valuable strategy in recent years and grown to be an important component of strategic marketing communication. Previous research has touched upon the topic, however, as far we could see few studies have focused on the cross-gender brand extension on selected masculine and feminine brand. In this thesis, we investigate how strong-gendered feminine and masculine brands will respond to a cross-gender brand extension. To do so, we conducted a 2 (strong gendered brands: Victoria’s Secret (feminine) vs Comfyballs (masculine)) x 2 (extension strategy: brand extension vs cross-gender brand extension) factorial between- subjects experiment. The results show that launching a cross-gender brand extension will significantly reduce the overall brand attitude of a strong-gendered brand.nb_NO
dc.language.isoengnb_NO
dc.publisherHandelshøyskolen BInb_NO
dc.subjectmarkedsføringsledelsenb_NO
dc.subjectmarketing managementnb_NO
dc.subjectstrategisknb_NO
dc.subjectstrategicnb_NO
dc.titleCross-gender Brand Extensions: How will gender of brand, gender of consumer and extension category influence the evaluation of a cross-gender brand extension?nb_NO
dc.typeMaster thesisnb_NO


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