How premium brands should do to upgrade and move to a luxury status: The case of three Portuguese brands that successfully migrated from premium to luxury: Claus Porto, Josefinas and Vila Joya
Premium brands’ upgrade process to luxury is a phenomenon still not well analysed. A literature review allowed assessment of what distinguishes premium and luxury brands. We infered five propositions then tested through a case study research. The research investigated three Portuguese brands that su...
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| Format: | masterThesis |
| Language: | eng |
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2019
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| Online Access: | http://hdl.handle.net/10362/16938 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/16938 |