Downward price-based luxury brand line extension: Effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
Year of publication: |
2022
|
---|---|
Authors: | Royo-Vela, Marcelo ; Pérez Sánchez, Mónica |
Published in: |
European Research on Management and Business Economics (ERMBE). - ISSN 2444-8834. - Vol. 28.2022, 3, p. 1-10
|
Publisher: |
Amsterdam : Elsevier |
Subject: | Brand concept consistency | Brand loyalty | Brand personality | Downward price-based brand extension | Luxury brand perception | Luxury consumer self-image congruency | Purchase intention |
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