Leveraging brand image in the cosmetics market : how premium brands create the illusion of luxury
The luxury business model is in its own league when compared to other more common types of business models. It allows for several benefits for companies that apply it, one of these benefits being boosted brand image. The purpose of this thesis is to show how non-luxury companies can use this busines...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2020
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| Texto completo: | http://hdl.handle.net/10400.14/31200 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/31200 |