Dove vs. Dior: extending brand extension decision-making process from mass to luxury

Dall'Olmo Riley, Francesca, Lomax, Wendy and Blunden, Angela (2004) Dove vs. Dior: extending brand extension decision-making process from mass to luxury. Australasian Marketing Journal, 12(3), pp. 40-55. ISSN (print) 1441-3582

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Item Type: Article
Uncontrolled Keywords: brand extension, luxury goods, business process models, empirical generalisations
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Faculty of Business and Law
Depositing User: Anna Englund
Date Deposited: 09 Mar 2007
Last Modified: 03 Dec 2009 11:56
URI: http://eprints.kingston.ac.uk/id/eprint/245

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