The impact of bad fit product line extensions on brand personality

Detalhes bibliográficos
Autor(a) principal: Lima, Pedro Manuel Guereiro
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/22391
Resumo: This work project intended to study the impact of a bad fit product line extension on brand personality. To do that, the focus of the study was narrowed down to one dimension of the brand personality, ruggedness, and another one as a comparative dimension, sophistication. The test consisted in the introduction of a bad fit extension by two brands: Harley-Davidson and Jaguar. The findings show us that a bad fit extension has more impact in the sophistication dimension (increased the dimension score) than in the ruggedness dimension (did not impact this dimension) for a rugged brand, such has Harley-Davidson. It didn’t impact either dimension for Jaguar.
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spelling The impact of bad fit product line extensions on brand personalityBrand personalityBad fit line extensionRuggednessSophisticationDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis work project intended to study the impact of a bad fit product line extension on brand personality. To do that, the focus of the study was narrowed down to one dimension of the brand personality, ruggedness, and another one as a comparative dimension, sophistication. The test consisted in the introduction of a bad fit extension by two brands: Harley-Davidson and Jaguar. The findings show us that a bad fit extension has more impact in the sophistication dimension (increased the dimension score) than in the ruggedness dimension (did not impact this dimension) for a rugged brand, such has Harley-Davidson. It didn’t impact either dimension for Jaguar.Consiglio, IreneRUNLima, Pedro Manuel Guereiro2017-08-02T09:11:18Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10362/22391TID:201716046enginfo: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:RCAAP2024-03-11T04:09:52Zoai:run.unl.pt:10362/22391Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:27:16.103131Repositório 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 The impact of bad fit product line extensions on brand personality
title The impact of bad fit product line extensions on brand personality
spellingShingle The impact of bad fit product line extensions on brand personality
Lima, Pedro Manuel Guereiro
Brand personality
Bad fit line extension
Ruggedness
Sophistication
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of bad fit product line extensions on brand personality
title_full The impact of bad fit product line extensions on brand personality
title_fullStr The impact of bad fit product line extensions on brand personality
title_full_unstemmed The impact of bad fit product line extensions on brand personality
title_sort The impact of bad fit product line extensions on brand personality
author Lima, Pedro Manuel Guereiro
author_facet Lima, Pedro Manuel Guereiro
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Lima, Pedro Manuel Guereiro
dc.subject.por.fl_str_mv Brand personality
Bad fit line extension
Ruggedness
Sophistication
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Brand personality
Bad fit line extension
Ruggedness
Sophistication
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This work project intended to study the impact of a bad fit product line extension on brand personality. To do that, the focus of the study was narrowed down to one dimension of the brand personality, ruggedness, and another one as a comparative dimension, sophistication. The test consisted in the introduction of a bad fit extension by two brands: Harley-Davidson and Jaguar. The findings show us that a bad fit extension has more impact in the sophistication dimension (increased the dimension score) than in the ruggedness dimension (did not impact this dimension) for a rugged brand, such has Harley-Davidson. It didn’t impact either dimension for Jaguar.
publishDate 2017
dc.date.none.fl_str_mv 2017-08-02T09:11:18Z
2017-01-20
2017-01-20T00:00:00Z
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/10362/22391
TID:201716046
url http://hdl.handle.net/10362/22391
identifier_str_mv TID:201716046
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
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
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
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