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dc.contributor.authorLau, Yu Hang Francis
dc.date.accessioned2018-05-11T14:28:25Z
dc.date.available2018-05-11T14:28:25Z
dc.identifier.urihttp://hdl.handle.net/10464/13477
dc.description.abstractBrand differentiation is a commonly examined phenomenon in marketing. Among the many antecedents of brand differentiation, brand crowding has not been examined, especially in the context of the chocolate industry. This paper proposes that brand crowding has a positive effect on brand differentiation. It further suggests that product knowledge has a positive effect on this relationship while brand differentiation has a positive effect on both brand preference and purchase intention. Chocolate brands are used in one study to test the hypotheses. Examining the relationship between brand crowding and brand differentiation will help marketing managers create strategies to ensure crowding does not have an adverse effect on their brands.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectBrand Differentiationen_US
dc.subjectBrand Crowdingen_US
dc.subjectProduct Knowledgeen_US
dc.subjectPurchase Intentionen_US
dc.subjectBrand Preferenceen_US
dc.titleThe Effect of Brand Crowding on Brand Differentiation: The Moderating Effect of Product Knowledgeen_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.Sc. Managementen_US
dc.degree.levelMastersen_US
dc.contributor.departmentFaculty of Business Programsen_US
dc.degree.disciplineFaculty of Businessen_US
refterms.dateFOA2021-08-05T01:46:11Z


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