The implications on customer brand perceptions of merger & acquisition activity in the luxury industry
The growing tendency of luxury brands to concentrate within multibrand conglomerates, in contrast with the increasing customer demand for brand identity and unique experiences, leads to a growing interest on understanding how customers react to the integration of several luxury brands under the same...
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| Format: | masterThesis |
| Language: | eng |
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2015
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| Online Access: | http://hdl.handle.net/10400.14/16636 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/16636 |