THE INFLUENCE OF LINE EXTENSION STRATEGIES BY PREMIUM BRANDS ON BRAND EQUITY: CULTURAL DIFFERENCES BETWEEN GERMANY AND THAILAND
Premium markets are expected to outperform other markets throughout the near future. Thus these markets are of high importance for marketers, who already face challenges to manage premium brands due to the hazard of a possible dilution of user’s sense of exclusivity and pride. Premium brand managers...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2017-05-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2017_01/5-3-1-17.pdf |