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Portfolio strategy for luxury partner brands : strategic guidelines

Uggla, Henrik; Lashgari, Maryam - In: The IUP journal of brand management : IJBRM 9 (2012) 2, pp. 18-28

Persistent link: https://www.econbiz.de/10009577732

Leveraging the Luxury Partner-Brand : Strategic Portfolio Motives

Uggla, Henrik - 2011

The paper initially defines and elaborates the concept of luxury partner-brand from theoretical sources in luxury and co-branding, suggesting that a luxury partner brand is a self-expressive brand with the highest perceived quality and a super-premium price, positioned in brand alliance as a...

Persistent link: https://www.econbiz.de/10013130759

Effects of organisational culture on brand portfolio performance

Laforet, Sylvie - In: Journal of marketing communications 23 (2017) 1, pp. 92-110

Persistent link: https://www.econbiz.de/10011690161

Counterfeiting : friend or foe of luxury brands? : an examination of Chinese consumers' attitudes toward counterfeit luxury brands

Wang, Ying; Song, Yiping - In: Journal of global marketing 26 (2013) 4, pp. 173-187

Persistent link: https://www.econbiz.de/10010199651

Prioritizing geo-references : a content analysis of the websites of leading global luxury fashion brands

Strebinger, Andreas; Rusetski, Alexander - In: Journal of global marketing 29 (2016) 1/5, pp. 282-297

Persistent link: https://www.econbiz.de/10011654425

Impact of luxury brand retailer co-branding strategy on potential customers : a cross-cultural study

Wang, Shih-Ching; Soesilo, Primidya K.; Zhang, Dan - In: Journal of international consumer marketing 27 (2015) 3, pp. 237-252

Persistent link: https://www.econbiz.de/10011306309

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

Luxury firms in China : the role of design and marketing capabilities

Bettiol, Marco; Chiarvesio, Maria; Di Maria, Eleonora; … - In: Global business review 17 (2016) 6, pp. 1269-1279

Persistent link: https://www.econbiz.de/10011665141

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

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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