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The gap between Identity and Brand Image: The case of Lancia Portugal
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Autores
Orientador(es)
Resumo(s)
In a first stage, this work intends to show the interaction between the concepts of Identity and Brand Image on a conceptual basis. In a second stage, to explore these gap further, some techniques for measuring this gap will be discussed and a quantitative approach will be chosen to be applied to the Portuguese automobile market, and more specifically, to the brand Lancia. In a third and final stage, some proposals will be made for future study on possible ways of improving these quantitative research methods.
Descrição
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
Palavras-chave
Identity Brand Image Gap Lancia