Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand

Detalhes bibliográficos
Autor(a) principal: Sordon, Anna
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/143085
Resumo: The FMCG is a very saturated environment. As food processing brands become increasingly pressured to adapt innovative ways to communicate with their targets, the existing academic literature suggests that co-branding with luxury fashion brands could influence consumers’ purchase intention by strengthening the uniqueness of the offering, and influencing consumers’ perceptions of the food brand, impacting on its consumer-based brand equity and brand personality. Through an experiment and a quantitative investigation that surveyed 120 individuals, this thesis confirms the influential effect of co-branding on purchase intention, yet long-term effect of such construct on the primary brand remains questionable.
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spelling Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brandMarketingConsumer behaviorMarketing strategyMarketing researchDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe FMCG is a very saturated environment. As food processing brands become increasingly pressured to adapt innovative ways to communicate with their targets, the existing academic literature suggests that co-branding with luxury fashion brands could influence consumers’ purchase intention by strengthening the uniqueness of the offering, and influencing consumers’ perceptions of the food brand, impacting on its consumer-based brand equity and brand personality. Through an experiment and a quantitative investigation that surveyed 120 individuals, this thesis confirms the influential effect of co-branding on purchase intention, yet long-term effect of such construct on the primary brand remains questionable.Gardete, PedroRUNSordon, Anna2022-08-17T14:51:22Z2021-06-292021-05-212021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/143085TID:202793095enginfo: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:RCAAP2024-03-11T05:21:11Zoai:run.unl.pt:10362/143085Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:42.072014Repositório 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 Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
title Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
spellingShingle Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
Sordon, Anna
Marketing
Consumer behavior
Marketing strategy
Marketing research
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
title_full Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
title_fullStr Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
title_full_unstemmed Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
title_sort Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand
author Sordon, Anna
author_facet Sordon, Anna
author_role author
dc.contributor.none.fl_str_mv Gardete, Pedro
RUN
dc.contributor.author.fl_str_mv Sordon, Anna
dc.subject.por.fl_str_mv Marketing
Consumer behavior
Marketing strategy
Marketing research
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Consumer behavior
Marketing strategy
Marketing research
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The FMCG is a very saturated environment. As food processing brands become increasingly pressured to adapt innovative ways to communicate with their targets, the existing academic literature suggests that co-branding with luxury fashion brands could influence consumers’ purchase intention by strengthening the uniqueness of the offering, and influencing consumers’ perceptions of the food brand, impacting on its consumer-based brand equity and brand personality. Through an experiment and a quantitative investigation that surveyed 120 individuals, this thesis confirms the influential effect of co-branding on purchase intention, yet long-term effect of such construct on the primary brand remains questionable.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-29
2021-05-21
2021-06-29T00:00:00Z
2022-08-17T14:51:22Z
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/10362/143085
TID:202793095
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identifier_str_mv TID:202793095
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
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
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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
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