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~subject:"Luxury goods"
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Eine empirische Analyse von De...
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Luxury goods
Consumer behaviour
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Gurzki, Hannes
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Woisetschläger, David
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Backhaus, Christof
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Albrecht, Carmen-Maria
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Schlatter, Nadia
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ECONIS (ZBW)
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Value creation for luxury brands through brand extensions : an investigation of forward and reciprocal effects
Albrecht, Carmen-Maria
;
Backhaus, Christof
;
Gurzki, Hannes
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
2
,
pp. 91-102
Persistent link: https://www.econbiz.de/10009750440
Saved in:
2
Drivers of brand extension success : what really matters for luxury brands
Albrecht, Carmen-Maria
;
Backhaus, Christof
;
Gurzki, Hannes
- In:
Psychology & marketing
30
(
2013
)
8
,
pp. 647-659
Persistent link: https://www.econbiz.de/10009786050
Saved in:
3
Crafting extraordinary stories : decoding luxury brand communications
Gurzki, Hannes
;
Schlatter, Nadia
;
Woisetschläger, David
- In:
Journal of advertising
48
(
2019
)
4
,
pp. 401-414
Persistent link: https://www.econbiz.de/10012201471
Saved in:
4
Mapping the luxury research landscape : a bibliometric citation analysis
Gurzki, Hannes
;
Woisetschläger, David
- In:
Journal of business research : JBR
77
(
2017
),
pp. 147-166
Persistent link: https://www.econbiz.de/10011729905
Saved in:
5
The creation of the extraordinary : perspectives on luxury
Gurzki, Hannes
-
2020
Persistent link: https://www.econbiz.de/10012173666
Saved in:
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