Browsing NHH Brage by Author "Hem, Alexander Farestvedt"
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Beyond uniqueness: developing and testing a new typology of brand benefit differentiation
Hem, Alexander Farestvedt (Doctoral thesis, 2019-08)Customer-based brand equity (CBBE) theory, the dominant theory of branding, holds that unique associations are the main source of brand differentiation (Keller, 1993, 2012). However, the focus on unique associations as the ... -
Brand positioning strategies : an expiremental test ot two types of benefit differentiation
Hem, Alexander Farestvedt; Teslo, Per Christian Strand (Master thesis, 2012)The purpose of this study is to examine associative- and instrumental benefit differentiation based on secondary associations as part of brand positioning. The field of brand positioning has been subject to extensive ...