Modernization vs. vulgarization in online fashion luxury : how is internet impacting luxury brand equity ?
The Internet became an inherent part of people’s daily life and the major source of transformation in the relation between consumers and brands. However, in the luxury branding context, the introduction of prestige brands into a mass channel such as the Internet might bring the risk of vulgarization...
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| Format: | masterThesis |
| Language: | eng |
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2016
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| Online Access: | http://hdl.handle.net/10400.14/20163 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/20163 |