Co-branding as a masstige strategy for luxury brands: desirable or not?

Research output: Contribution to journal › Article › peer-review

19 Downloads (Pure)

Original language	English
Article number	113704
Journal	Journal of Business Research
Volume	158
Early online date	30 Jan 2023
DOIs	https://doi.org/10.1016/j.jbusres.2023.113704
Publication status	Published - 31 Mar 2023

Keywords

@article{ee2c54dd709441eaa3256f6410c9d627,

title = "Co-branding as a masstige strategy for luxury brands: desirable or not?",

keywords = "Business and management studies",

author = "Quamina, \{La Toya\} and Xue, \{Melanie Tao\} and Rahul Chawdhary",

year = "2023",

month = mar,

day = "31",

doi = "10.1016/j.jbusres.2023.113704",

language = "English",

volume = "158",

journal = "Journal of Business Research",

issn = "0148-2963",

publisher = "Elsevier Inc.",

}

TY - JOUR

T1 - Co-branding as a masstige strategy for luxury brands

T2 - desirable or not?

AU - Quamina, La Toya

AU - Xue, Melanie Tao

AU - Chawdhary, Rahul

PY - 2023/3/31

Y1 - 2023/3/31

KW - Business and management studies

U2 - 10.1016/j.jbusres.2023.113704

DO - 10.1016/j.jbusres.2023.113704

M3 - Article

SN - 0148-2963

VL - 158

JO - Journal of Business Research

JF - Journal of Business Research

M1 - 113704

ER -