How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of Mugler-s refill value proposition in Portugal

The main purpose of this work project is to analyze Mugler's capacity to boost and reach the full potential of its perfumes brand loyalty to retain consumers in Portugal further. Beyond desk research, 30 in-depth interviews with Mugler consumers, social media listening, and mystery client were...

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Bibliographic Details
Main Author: Oberlohr, Madeleine (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Sustainability
Luxury
Fragrances
Refill concept
Responsible luxury
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/138770
Country:Portugal
Oai:oai:run.unl.pt:10362/138770

Internet

http://hdl.handle.net/10362/138770

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