Brand extensions: A successful strategy in luxury fashion branding? Assessing consumers' implicit associations

Author: Hennigs Nadine   Wiedmann Klaus-Peter   Behrens Stefan   Klarmann Christiane   Carduck Juliane  

Publisher: Emerald Group Publishing Ltd

ISSN: 1361-2026

Source: Journal of Fashion Marketing and Management, Vol.17, Iss.4, 2013-09, pp. : 390-402

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Abstract