Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand

Detalhes bibliográficos
Autor(a) principal: Pinho, Inês Corrêa da Silva Roque de
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163767
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Tendency of rebranding to distance brand perception from the core product and become a lifestyle brandBrand IdentityRebrandingLifestyle BrandsDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe objective of this study is to analyze the tendency of rebranding to distance brand perception from the core product and become a lifestyle brand. Quantitative research was conducted by comparing the perceptions between two generic telecom brands, and the findings suggest that consumers have a greater emotional attachment to the rebranded brand since it sells more than its core product. However, the responses also indicate that a lifestyle brand can stray from its core focus, causing its trust with regular consumers to be undermined. Therefore, companies considering a rebranding process should ensure that they maintain their core values and focus while updating their brand image to meet the needs and expectations of their audience.Szabó-Douat, TeodóraRUNPinho, Inês Corrêa da Silva Roque de2024-02-19T18:07:09Z2024-01-292024-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163767TID:203523709enginfo: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:RCAAP2024-03-11T05:48:39Zoai:run.unl.pt:10362/163767Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:50.822601Repositório 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 Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
title Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
spellingShingle Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
Pinho, Inês Corrêa da Silva Roque de
Brand Identity
Rebranding
Lifestyle Brands
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
title_full Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
title_fullStr Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
title_full_unstemmed Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
title_sort Tendency of rebranding to distance brand perception from the core product and become a lifestyle brand
author Pinho, Inês Corrêa da Silva Roque de
author_facet Pinho, Inês Corrêa da Silva Roque de
author_role author
dc.contributor.none.fl_str_mv Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Pinho, Inês Corrêa da Silva Roque de
dc.subject.por.fl_str_mv Brand Identity
Rebranding
Lifestyle Brands
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Brand Identity
Rebranding
Lifestyle Brands
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2024
dc.date.none.fl_str_mv 2024-02-19T18:07:09Z
2024-01-29
2024-01-29T00:00:00Z
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/10362/163767
TID:203523709
url http://hdl.handle.net/10362/163767
identifier_str_mv TID:203523709
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.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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