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How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension

Authors:Mergen Reddy, Nic Terblanche, Leyland Pitt and Michael Parent
Publication Year:2009
Citation:Reddy, M., Terblanche, N., Pitt, L. and Parent, M. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business horizons, 52, pp. 187-197.
Type:Articles in peer-reviewed academic journals
Abstract:English
Permanent Identifier:DOI:10.1016/j.bushor.2008.11.001

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