Drivers of Brand Extension Success: What Really Matters for Luxury Brands
Drivers of Brand Extension Success: What Really Matters for Luxury Brands
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Hoboken: Blackwell Publishing Ltd
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Language
English
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Publisher
Hoboken: Blackwell Publishing Ltd
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ABSTRACT
The use of brand extensions has become fundamental to the business model of most luxury brands. Many traditional luxury brands such as Louis Vuitton or Chanel have expanded into traditional luxury sectors beyond their core business. Some brands such as Armani or Prada even crossed boundaries to nontraditional lifestyle segments to pursu...
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Full title
Drivers of Brand Extension Success: What Really Matters for Luxury Brands
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TN_cdi_proquest_journals_1400272297
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_1400272297
Other Identifiers
ISSN
0742-6046
E-ISSN
1520-6793
DOI
10.1002/mar.20635
