Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European Research on Management and Business Economics … 28 (2022) 3, pp. 1-10
This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...
