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Brand extensions
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Czellar, Sandor
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USB Cologne (business full texts)
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Consumer Attitude Towards Brand
Extensions
: An Integrative model and research propositions
Czellar, Sandor
-
2002
The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are :(...)
Persistent link: https://www.econbiz.de/10005843544
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Prestige Brands or Luxury Brands? An Exploratory Inquiry on Consumer Perceptions
Dubois, Bernard
;
Czellar, Sandor
-
Université <Genève> / Section des Hautes Etudes …
-
2002
An interpretative analysis of in-depth consumer interviews explores the relationship between the concepts of "luxury" and "prestige" as applied to brands.
Persistent link: https://www.econbiz.de/10005843549
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