The role of massclusivity campaigns in consumer response and perceptions: the attitude toward luxury brands
The present dissertation purposes to understand the impact of the elaboration of Massclusivity campaigns, as a collaboration between a fast fashion brand and a luxury brand, on Brand Love and Brand Dilution of the Luxury Fashion Brand. To better understand the proposed topic, this research involves...
| Autor principal: | |
|---|---|
| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2020
|
| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10071/20858 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/20858 |