How to boost and reach the full potential of Mugler´s perfumes brand loyalty: what should be the ideal brand architecture for Mugler

The main purpose of this work project is to analyze Mugler’s capacity to boost and reach the full potential of its perfumes brand loyalty to retain consumers in Portugal. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were conducted and...

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Bibliographic Details
Main Author: Baptista, Madalena Luz Gomes e Cruz (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Luxury
Fashion
Brand loyalty
Luxury brands
Fragrances
Haute couture
Angel
Perfumes
Mugler
Brand architecture
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/139164
Country:Portugal
Oai:oai:run.unl.pt:10362/139164

Internet

http://hdl.handle.net/10362/139164

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