Corporate brand positioning and differentiation in the luxury automotive industry

Master thesis English OPEN
Kotiranta, V. (Ville);
(2017)
  • Publisher: University of Oulu
  • Subject: Management and International Business

Global luxury automotive industry faces one of the most competitive and dynamic markets in the world. The focus of this research has been to discover the corporate strategies relating to competitive positioning and differentiation via brand personality. Both Aaker brand... View more
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