Marketing research

Marketing research Dissertation example
Masters
Dissertation
Marketing
Pages 41 (10291 words)
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The impact of Brand Extension on Brand Personality [Student Name] [Course title] [Supervisor Name] [Date] Table of Contents Table of Contents 2 List of Tables 5 Abstract 6 Chapter One: Introduction 7 1.1 Background 7 1.2 Company Profile of Caterpillar 9 1.3 Company Profile of Burger King 10 1.4 Project Aim 10 1.5 Objectives 10 1.6 Research Hypothesis 11 1.7 Research Questions 11 1.8 Structure of Report 11 Chapter 2: Literature review 13 2.1 Brand Extension 13 2.2 Consumer evaluations of brand extensions 14 2.3 Theory of Planned Behavior: 15 2.4 Successful Brand Extensions 16 2.5 Unsuccessful Brand Extensions 16 2.6 Categorization Theory: 17 2.7 Brand image 17 2.8 Brand Equity 18 2.9 Difficult…

Introduction

ology 25 3.1 Introduction 25 3.2 Research Approaches 26 3.3 Qualitative Approach 26 3.4 Quantitative Approach 26 3.5 The inductive or deductive Approach 27 3.6 Primary Data 28 3.7 Elaborated Questionnaire 28 3.8 Sampling: 29 3.9 Regression Analysis: 29 4.1 Brand Extension of Burger King 30 4.2 Brand Extension of Caterpillar 31 Case Study: Caterpillar 32 Chapter 5: Findings 33 5.1 Introduction 33 5.2 Descriptive Findings 33 5.3 Demographics 33 5.4 Regression Analysis for Brand Extension of Burger King and Caterpillar 35 5.5 Burger King 35 5.6 Caterpillar 37 Chapter 6: Discussion and Analysi ...
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