The role of brand coolness in the masstige co-branding of luxury and mass brands
Satoko Suzuki, Saori Kanno
| Year of publication: |
2022
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|---|---|
| Authors: | Suzuki, Satoko ; Kanno, Saori |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 149.2022, p. 240-249
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| Subject: | Brand coolness | Co-branding | Luxury | Masstige marketing | Perceived fit | Luxusgüter | Luxury goods | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.04.061 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013325603