Evaluation of extensions of luxury brands:the case of fragrances in Portugal
Fragrances are part of the market of personal luxury goods, which represents the second most important segment of the luxury industry. Luxury brands have been implementing new marketing strategies, such as the use of brand extensions. This strategy has become fundamental to the business model of man...
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| Format: | conferenceObject |
| Language: | eng |
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2017
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| Online Access: | http://hdl.handle.net/10400.15/1782 |
| Country: | Portugal |
| Oai: | oai:repositorio.ipsantarem.pt:10400.15/1782 |