The effects of a Disney masstige brand collaboration on perceptions of brand luxury : vertical versus horizontal product line extension strategies
Jung Eun Lee and Jung Rim Cho
| Year of publication: |
2023
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|---|---|
| Authors: | Lee, Jung Eun ; Cho, Jung Rim |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 1, p. 138-156
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| Subject: | Brand luxury | Disney | Fashion collaboration | Line extension | Masstige brands | Luxusgüter | Luxury goods | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Mode | Fashion | Markentransfer | Brand extension | Markenartikel | Brand | Marketingmanagement | Marketing management | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-01-2022-3833 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013552943