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Is there a risk that e-commerce can damage brand equity?
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2000 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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
2000.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-1750OAI: oai:DiVA.org:su-1750DiVA: diva2:190520
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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