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

    • University of Westminster
    • Lancaster University
    • Kingston University

    Research output: Contribution to journalArticlepeer-review

    27 Downloads (Pure)
    Original languageEnglish
    Article number113704
    JournalJournal of Business Research
    Volume158
    Early online date30 Jan 2023
    DOIs
    Publication statusPublished - 31 Mar 2023

    Keywords

    • Business and management studies

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