Cross-gender extension potential of luxury brands : a semiotic analysis
Year of publication: |
September 2018
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Authors: | Veg-Sala, Nathalie ; Roux, Elyette |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 25.2018, 5, p. 436-448
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Subject: | Cross-gender extensions | Luxury | Semiotics | Brand narratives and contracts | Openness | Luxusgüter | Luxury goods | Markenführung | Brand management | Semiotik | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension |
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