Consumer perceptions on the incorporation of established brands : The acquisition of Body Shop by L’Oréal
This thesis aims at investigating consumers’ perceptions on the incorporation of an established brand and how the general attitude and buying behaviour is altered in the course of an acquisition. The combination of two or more brands in a newly formed conglomerate implies a combination of values, pr...
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| Format: | Others |
| Language: | English |
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Högskolan i Gävle, Institutionen för ekonomi
2007
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-201 |