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Luxury-Co-Branding : eine Analyse der Bedeutung und Wirkung von Luxusmarken in Co-Branding-Allianzen

Whitaker, Darlene - 2019

Persistent link: https://www.econbiz.de/10011981562

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

The impact of gender on the evaluation of vertical line extensions of luxury brands : a cross-national study

Boisvert, Jean; Ashill, Nicholas Jeremy - In: The journal of product & brand management 31 (2022) 3, pp. 484-495

Persistent link: https://www.econbiz.de/10013164370

Is HUGO still the BOSS? : investigating the reciprocal effects of brand extensions on brand personality of luxury brands

Phau, Ian; Matthiesen, Insa-Mascha; Shimul, Anwar Sadat - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 4, pp. 297-305

Persistent link: https://www.econbiz.de/10012668455

Brands as core assets : trends and challenges of branding in fashion business

Jin, Byoungho; Cedrola, Elena - In: Fashion branding and communication : core strategies of …, (pp. 1-39). 2017

Persistent link: https://www.econbiz.de/10014547468

Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty

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 on both previous qualitative and quantitative research. A five …

Persistent link: https://www.econbiz.de/10013407380