The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand
Hyunju Shin, Jacqueline K. Eastman, David Mothersbaugh
| Year of publication: |
September 2017
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|---|---|
| Authors: | Shin, Hyunju ; Eastman, Jacqueline Kilsheimer ; Mothersbaugh, David |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 38.2017, p. 59-70
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| Subject: | Luxury branding | Limited-edition | Brand extension | Retail brand management | Millennials | Konsumentenverhalten | Consumer behaviour | Luxusgüter | Luxury goods | Markenführung | Brand management | Markentransfer |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2017.05.009 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011743135