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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...

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Bibliographic Details
Main Authors:	Phau, Ian, Matthiesen, Insa
Format:	Journal Article
Published:	Henry Stewart Publications 2005
Online Access:	http://hdl.handle.net/20.500.11937/3082

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