Browsing Series of Dissertations by Author "Olsen, Lars Erling"
Now showing items 1-1 of 1
-
Broad vs. Narrow Brand Strategies: The Effects of Association Accessibility on Brand Performance
Olsen, Lars Erling (Series of Dissertations;1/2011, Doctoral thesis, 2011)The purpose of this dissertation is to investigate whether brands pursuing a narrow brand strategy perform better than brands pursuing a broad brand strategy. Specifically, the dissertation asks whether associative strength ...