Chawdhary, Rahul, Quamina, La Toya and Xue, Melanie (2024) Luxury beyond labels : investigating the effectiveness of co-branding vs brand extension in transforming fashion houses into hospitality brands. In: 53rd European Marketing Academy (EMAC) Annual Conference 2024; 28-31 May 2024, Bucharest, Romania. (Unpublished)

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