Consumer Attitude Towards to Step-down Extension of Luxury Brand

Consumer Attitude Towards to Step-down Extension of Luxury Brand

70% of revenue for luxury firms come from accessible luxury markets. In order to make luxury brands to be more accessible to wider public clients, many luxury-brand companies apply brand extension to expand to accessible luxury markets. Step-down brand extension is an approach that can minimise dama...

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Bibliographic Details
Main Author: Chen, Hsing-Yu
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2010
Online Access:https://eprints.nottingham.ac.uk/23926/

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