Publicação
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
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Gardete, Pedro | |
| dc.contributor.author | Sordon, Anna | |
| dc.date.accessioned | 2022-08-17T14:51:22Z | |
| dc.date.available | 2022-08-17T14:51:22Z | |
| dc.date.issued | 2021-06-29 | |
| dc.date.submitted | 2021-05-21 | |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 202793095 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/143085 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Marketing | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | Marketing strategy | pt_PT |
| dc.subject | Marketing research | pt_PT |
| dc.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 | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Double Degree in Management and International Business from the NOVA – School of Business and Economics and Maastricht University Faculty of Economics and Business Administration | pt_PT |