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För lång förlängning: Attityder till varumärkesförlängning i skivbolagsbranschen
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpouse of this thesis is to, by a focus group, generate a suggestion for a

opinion poll. This opinion poll is to be used to measure consumer attitudes towards

brand extension from a record label to a fashion or/and art.

The focus group took place in Berlin with seven participants, all with high interest in

both/or one of the subjects discussed; Music and designer-clothing. The people was

recruited for the focus group by the snowball sample method and was given a topic

to discuss and the authors interfered only when it was necessary to point the

discussion in the right direction.

From the very beginning of the focus group the participants had a negative mindset

towards basically any brand extension from a independent record label. The authors

considered and established that this was most likely an effect of a syndrome that was

rooted in anti-commersialism. This was something that the authors had to consider

when analyzing the theoretical and empirical material collected and when creating

the opinion poll.

The result of the thesis is 13 questions presented in a opinion poll. These questions

was generated thru analyzing the empirical data together with the theoretical

framework.

Place, publisher, year, edition, pages
2011. , 42 p.
Keyword [sv]
attityder, varumärkesförlängning, skivbolag, techno
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-13182OAI: oai:DiVA.org:lnu-13182DiVA: diva2:427724
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-28 Created: 2011-06-28 Last updated: 2011-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf