Eren-Erdogmus, Irem; Akgun, Ilker; Arda, Esin - In: Journal of Fashion Marketing and Management: An … 22 (2018) 4, pp. 476-493
Purpose: In recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit...