External brand extensions impact on Diesel's brand image

Detalhes bibliográficos
Autor(a) principal: Fernandes, Miguel Pinto Valente
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/10329
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling External brand extensions impact on Diesel's brand imageBrand imageBrand licensingDieselExternal brand extensionsA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsDiesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time Frames consumers refer the brand itself as the main driver, while Shades and Fragrances consumers refer product attributes as the main driver. Additionally, Time Frames consumers reacted negatively when informed about the brand licensing, while Shades and Fragrances consumers tended to react positively.NSBE - UNLSilveira, Catherine daRUNFernandes, Miguel Pinto Valente2013-08-09T09:28:01Z2010-062010-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/10329enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:44:02Zoai:run.unl.pt:10362/10329Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:24.338386Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv External brand extensions impact on Diesel's brand image
title External brand extensions impact on Diesel's brand image
spellingShingle External brand extensions impact on Diesel's brand image
Fernandes, Miguel Pinto Valente
Brand image
Brand licensing
Diesel
External brand extensions
title_short External brand extensions impact on Diesel's brand image
title_full External brand extensions impact on Diesel's brand image
title_fullStr External brand extensions impact on Diesel's brand image
title_full_unstemmed External brand extensions impact on Diesel's brand image
title_sort External brand extensions impact on Diesel's brand image
author Fernandes, Miguel Pinto Valente
author_facet Fernandes, Miguel Pinto Valente
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Fernandes, Miguel Pinto Valente
dc.subject.por.fl_str_mv Brand image
Brand licensing
Diesel
External brand extensions
topic Brand image
Brand licensing
Diesel
External brand extensions
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2010
dc.date.none.fl_str_mv 2010-06
2010-06-01T00:00:00Z
2013-08-09T09:28:01Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/10329
url http://hdl.handle.net/10362/10329
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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