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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...

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Bibliographic Details
Main Authors:	Phau, Ian, Teah, Min, Hennigs, N., Wiedmann, K., Behrens, S., Klarmann, C., Carduck, J.
Format:	Journal Article
Published:	Emerald 2013
Online Access:	http://hdl.handle.net/20.500.11937/53760

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