Brand extensions: A successful strategy in luxury fashion branding? Assessing consumers’ implicit associations
Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have been limited to ex...
| Main Authors: | , , , , , , |
|---|---|
| Format: | Journal Article |
| Published: |
Emerald
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/53760 |