How to become a luxury brand? : the case of three wine companies
The aim of this dissertation is to understand how wine brands can ascend into the highest tiers of luxury. The research focuses on how to create a luxury wine brand when luxury is based on heritage and tradition. To answer our research question, we focus on the luxury wine industry, which is a growi...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2020
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| Texto completo: | http://hdl.handle.net/10400.14/29631 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/29631 |