Consumer attitudes toward downward extensions: an exploration of Giordano’s extension in Hong Kong
Given that numerous fashion brands constantly struggle to survive, it is important to learn how consumers evaluate and change their attitudes toward the downward extensions of mass-production fashion businesses, particularly those that originate in Hong Kong. Through capitalizing on the parent brand...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |