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Skating on Thin Ice (Paperback)

Pirkka Hyssälä

ISBN 10: 3639348494 / ISBN 13: 9783639348491
Editorial: VDM Verlag, Germany, 2011
Nuevos Condición: New Encuadernación de tapa blanda
Librería: The Book Depository EURO (London, Reino Unido)

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Descripción

Language: English. Brand new Book. The brand extension of Reebok into the ice-hockey market has been an interesting one. Especially in Finland, where this study was made, Reebok's brand was considered everything but masculine like the brand of the game (ice-hockey). This became a interesting base for a study on a brand extension. The study considers the effects of the extension to the original brand and to the newly extended/created brand. There are both benefits and risks to both. The research problem was: how is the brand extension of Reebok into the ice-hockey equipment market perceived by the consumers? The study method consisted first a preliminary interview and second a survey among ice-hockey players in Finland. The results of the study were highly controversial. According the survey the extension should not be very successful, on the other hand Reebok is considered as one of the market leaders. How can such an equation even be possible?. N° de ref. de la librería KNV9783639348491

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Detalles bibliográficos

Título: Skating on Thin Ice (Paperback)

Editorial: VDM Verlag, Germany

Año de publicación: 2011

Encuadernación: Paperback

Condición del libro: New

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Reseña del editor:

The brand extension of Reebok into the ice-hockey market has been an interesting one. Especially in Finland, where this study was made, Reebok's brand was considered everything but masculine like the brand of the game (ice-hockey). This became a interesting base for a study on a brand extension. The study considers the effects of the extension to the original brand and to the newly extended/created brand. There are both benefits and risks to both. The research problem was: how is the brand extension of Reebok into the ice-hockey equipment market perceived by the consumers? The study method consisted first a preliminary interview and second a survey among ice-hockey players in Finland. The results of the study were highly controversial. According the survey the extension should not be very successful, on the other hand Reebok is considered as one of the market leaders. How can such an equation even be possible?

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