How small and authentic local brands can become global luxury niche brands: The case of four Portuguese brands

Small, local and authentic brands are trying to find their place in the luxury market with highly innovative products, a strong culture and high standards of craftsmanship. Even though they are successful building the substance, they are unable to conquer the status associated to a luxury brand. In...

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Bibliographic Details
Main Author: Pinho, Liliana Marisa Modesto (author)
Format: masterThesis
Language:eng
Published: 2019
Subjects:
Niche brands
Luxury brands
New luxury
Internationalization
internationalization
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/27901
Country:Portugal
Oai:oai:run.unl.pt:10362/27901

Internet

http://hdl.handle.net/10362/27901

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