Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciproca...
Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects
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München: C.H. Beck
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München: C.H. Beck
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Luxury brands such as Louis Vuitton, Gucci, or Chanel regularly expand beyond their core business and nowadays offer a wide range of products including accessories, perfumes, watches or jewelry, and even services. The use of brand extensions has become central to the business model of most luxury brands. While research on brand extensions for nonlu...
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Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects
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TN_cdi_proquest_miscellaneous_1646694871
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_miscellaneous_1646694871
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ISSN
0344-1369
DOI
10.15358/0344-1369_2013_2_91
