The "HUGO BOSS" connection: Achieving global brand consistency across countries
In the quest for globalisation, luxury brands are affected by brand image inconsistencies across countries. With greater regularity of consumer travel and increasing international media, consumers expect brands to deliver the same values on a worldwide basis. In other words, consumers are not dispos...
| Main Authors: | , |
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| Format: | Journal Article |
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Henry Stewart Publications
2005
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| Online Access: | http://hdl.handle.net/20.500.11937/3082 |