Driving Towards the Green - An explorative study on consumers perception of car brands extending to new green vehicles
Thesis purpose: The purpose of this study is to extend the literature on green extensions, by exploring how consumers perceive the image of car brands extending to green vehicles, and the underlying factors for this perception, based on a set of theoretical propositions which the authors seek to qualify. Methodology: The methodology used to fulfil this purpose, consist of a qualitative study, usin
