Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
Year of publication: |
2022
|
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Authors: | Royo-Vela, Marcelo ; Pérez Sánchez, Mónica |
Published in: |
European research on management and business economics. - Amsterdam : Elsevier B.V., ISSN 2444-8842, ZDB-ID 2855404-8. - Vol. 28.2022, 3, Art.-No. 100198, p. 1-10
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Subject: | Brand concept consistency | Brand loyalty | Brand personality | Downward price-based brand extension | Luxury brand perception | Luxury consumer self-image congruency | Purchase intention | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Luxusgüter | Luxury goods | Markenführung | Brand management | Markenimage | Brand image | Markentransfer | Brand extension |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1016/j.iedeen.2022.100198 [DOI] |
Classification: | M37 - Advertising ; M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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