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Brand equity trend analysis for fashion brands (2001-2021)
Siddiqui, Kamran Ahmed - In: Journal of global fashion marketing : JGfM 13 (2022) 3, pp. 238-255
Persistent link: https://www.econbiz.de/10013270726
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Desire, need, and obligation : examining commitment to luxury brands in emerging markets
Singh, Jaywant; Shukla, Paurav; Schlegelmilch, Bodo B. - In: International business review : the official journal of … 31 (2022) 3, pp. 1-15
Persistent link: https://www.econbiz.de/10013206779
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Journal of Brand Management : year end review 2020
Powell, Shaun M. - In: The journal of brand management : an international journal 27 (2020) 6, pp. 623-628
Persistent link: https://www.econbiz.de/10012304009
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Brand name and ethnicity of endorser in luxury goods : does a glocalization strategy work in China?
Kim, Sojung; Luk, Ka Yi; Xia, Binfang; Xu, Nan; Yin, Xinzhu - In: International journal of advertising : the review of … 39 (2020) 6, pp. 824-842
Persistent link: https://www.econbiz.de/10012260278
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Leveraging luxury brands purchase intention through cultural congruent assertive advertising : a cross-cultural experimental evidence from Malaysia and Pakistan
Raza, Syed Hassan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 1, pp. 138-165
understanding this phenomenon that how presentation and message manifested with cultural orientation in luxury brand advertisement … advertisement is an effective strategy for luxury brand promotion in emerging markets. The study has employed a quasi …-experimental survey using luxury brand advertisement manifesting assertiveness appeal. Data was collected from 340 individuals of Pakistan …
Persistent link: https://www.econbiz.de/10012507118
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The transformation of global luxury brands : the case of the Swiss watch company Longines : 1880-2010
Donzé, Pierre-Yves - In: Business history 62 (2020) 1, pp. 26-41
Persistent link: https://www.econbiz.de/10012181750
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Making Italian fashion global : brand building and management at Gruppo Finanziario Tessile : 1950s-1990s)
Merlo, Elisabetta; Perugini, Mario - In: Business history 62 (2020) 1, pp. 42-69
Persistent link: https://www.econbiz.de/10012181752
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Internationalization through e-commerce : the case multibrand luxury retailers in the fashion industry
Guercini, Simone; Runfola, Andrea - In: International marketing in the fast changing world, (pp. 15-31). 2015
Persistent link: https://www.econbiz.de/10011415981
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Generic, genuine, or completely new? Branding strategies to leverage new products
Rahman, Kaleel; Areni, Charles Scott - In: Journal of strategic marketing 22 (2014) 1, pp. 3-15
Persistent link: https://www.econbiz.de/10010259216
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The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China
Liu, Sindy; Perry, Patsy; Moore, Christopher; Warnaby, Gary - In: Journal of business research : JBR 69 (2016) 1, pp. 357-364
Persistent link: https://www.econbiz.de/10011417742