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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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Becoming an institutional brand : a long-term strategy for luxury goods
Braun, Marcel W. - 1997
Persistent link: https://www.econbiz.de/10000622884
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The luxury strategy : break the rules of marketing to build luxury brands
Kapferer, Jean-Noël; Bastien, Vincent - 2009
Persistent link: https://www.econbiz.de/10003739843
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Special issue: Luxury brands
Okonkwo, Uché (contributor) - 2009
Persistent link: https://www.econbiz.de/10003847225
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Are luxury brands really a financial dream?
Kapferer, Jean-Noël; Tabatoni, Olivier - In: Journal of strategic management education : JSME 7 (2011) 4, pp. 271-286
Persistent link: https://www.econbiz.de/10009551520
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The identity of luxury brands
Heine, Klaus - 2012
Persistent link: https://www.econbiz.de/10009532910
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The role of visual art in enhancing perceived prestige of luxury brands
Lee, Hsiao-Ching; Chen, Wei-Wei; Wang, Chih-Wei - In: Marketing letters : a journal of research in marketing 26 (2015) 4, pp. 593-606
Persistent link: https://www.econbiz.de/10011399136
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Consumer-brand relationships within the luxury cosmetic domain
Hodge, April Charlotte; González Romo, Zahaira; … - In: The journal of brand management : an international journal 22 (2015) 8, pp. 631-657
Persistent link: https://www.econbiz.de/10011399852
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Consumer response to diffusion brands and luxury brands : the role of country of origin and country of manufacture
Arora, Anshu; McIntyre, John R.; Wu, Jun; Arora, Amit - In: Journal of international consumer marketing 27 (2015) 1, pp. 3-26
Persistent link: https://www.econbiz.de/10010513857