Product Line Extensions in the Durable Goods Sector: An Empirical Study on the Effects of the Introduction of a Low-End Chainsaw Product Line into German Hardware Stores Using the Example of the Husqvarna Group.

Moyzio, Jennifer; Freudenberg, Anja

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Product Line Extensions in the Durable Goods Sector: An Empirical Study on the Effects of the Introduction of a Low-End Chainsaw Product Line into German Hardware Stores Using the Example of the Husqvarna Group.

Moyzio, Jennifer

Jönköping University, Jönköping International Business School, JIBS, Business Administration.

Freudenberg, Anja

Jönköping University, Jönköping International Business School, JIBS, Business Administration.

2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis

Place, publisher, year, edition, pages

2015. , p. 159

Keywords [en]

brand extension, product line extension, price-quality relation, store image, brand recogni-tion, brand dilution, brand equity

National Category

Economics and Business

Identifiers

URN: urn:nbn:se:hj:diva-26827ISRN: JU-IHH-FÖA-2-20150131OAI: oai:DiVA.org:hj-26827DiVA, id: diva2:815005

Presentation

2015-05-19, 19:30 (English)

Supervisors

Anisimova, Tatiana, Dr.

Examiners

Markowska, Magdalena

Available from: 2015-06-26 Created: 2015-05-28 Last updated: 2015-06-26Bibliographically approved

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No full text in DiVA

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