Is there a risk that e-commerce can damage brand equity?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The aim of this theses is to explore whether and how e-commerce can create discordance between brand indetity and brand image, thereby damaging brand equity. A case study on the luxury brand Porsche.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-1750OAI: oai:DiVA.org:su-1750DiVA: diva2:190520