Is HUGO still the BOSS? Investigating the reciprocal...

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Australasian Marketing Journal (AMJ) 2020 / 4

Is HUGO still the BOSS? Investigating the reciprocal effects of brand extensions on brand personality of luxury brands

Phau, Ian, Matthiesen, Insa-Mascha, Shimul, Anwar Sadat
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Journal:
Australasian Marketing Journal (AMJ)
DOI:
10.1016/j.ausmj.2020.02.003
Date:
April, 2020
File:
PDF, 499 KB
2020
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