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...
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| Format: | masterThesis |
| Language: | eng |
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2020
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| Online Access: | http://hdl.handle.net/10071/20858 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/20858 |