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 Brand Portfolio Strategy. The Interactive Effect of Perceived Fit, Brand Portfolio Strategy, and Differentiation on Brand Extension Evaluations
Наименование:

Brand Portfolio Strategy. The Interactive Effect of Perceived Fit, Brand Portfolio Strategy, and Differentiation on Brand Extension Evaluations

автор Kristijan P. издательство Книга по Требованию Собственное дело. С чего начать предпринимательскую деятельность
Cтраниц 68        мягкая обложка       
Аннотация:The basis of this study is the impact of brand portfolio strategy and differentiation on consumer evaluation of incongruent extensions, or extensions perceived to have low fit with the parent brand. The main issue addressed in this thesis is: how choice of extension brand portfolio strategy and differentiation strategy from its parent brand can compensate for the problems caused by lower perceived parent-extension fit? Launching brand extensions is seriously considered by companies as a profitable growth strategy. The study was designed as a 2x2x2 experiment to test the interaction between three independent variables (perceived fit, brand portfolio strategy and differentiation) and their impact on one dependent variable (brand extension attitude). Therefore, brand managers may overcome problems caused by lower perceived fit, and succeed with business expansion opportunities that might be found in lower fit categories. The results support the initial proposition that wisely using brand portfolio strategy and differentiation strategy might compensate for lack of fit.
Автор: Kristijan P.
Издательство: Книга по Требованию
Год:2010
Цена:
2007 руб
Нет в наличии
Поиск: Brand Portfolio Strategy. The Interactive Effect of Perceived Fit, Brand Portfolio Strategy, and Differentiation on Brand Extension Evaluations
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
Ортомолекулярная медицина Orthomol Устрание причин заболеваний. Ортомоль это новый метод для лечения и профилактики болезней. Orthomol - ортомолекулярная медицина.
Теория атрибуции

Он подчеркивал, что эти важные детерминанты поведения являются воспринимаемыми (perceived), а не реальными. Люди ведут себя по-разному в зависимости от того, воспринимают ли они внутренние или внешние атрибуты. Именно эта концепция дифференцированной атрибуции имеет важные следствия для трудовой мотивации. Атрибуции локуса контроля. Используя понятие «локус контроля», можно объяснить поведение человека на работе, исходя из того, откуда, согласно его ощущениям, исходит контроль за достигнутыми им результатами: изнутри или извне. Работники, которые ощущают внутренний контроль, считают, что они могут влиять на собственные результаты посредством своих способностей, умений или усилий. Работники, которые ощущают внешний контроль, считают, что они не могут сами регулировать свои результаты; они полагают, что ими управляют внешние силы. Важно, что ощущение локуса контроля может оказывать дифференцированное воздействие на выполнение работы и на чувство удовлетворенности ею. Например, исследования Роттера и его коллег показывают, что умения и навыки влияют на поведение иначе, чем возможности, предоставляемые внешней средой.
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