Luxury beyond labels: investigating the effectiveness of co-branding vs brand extension in transforming fashion houses into hospitality brands

La Toya Quamina; Melanie Xue; Rahul Chawdhary

Luxury beyond labels: investigating the effectiveness of co-branding vs brand extension in transforming fashion houses into hospitality brands

La Toya Quamina, Melanie Xue, Rahul Chawdhary

Research output: Contribution to conference › Paper › peer-review

Original language	English
Publication status	Published - 31 May 2024
Event	53rd European Marketing Academy (EMAC) Annual Conference 2024 - Bucharest, Romania Duration: 28 May 2024 → 31 May 2024

Conference

Conference	53rd European Marketing Academy (EMAC) Annual Conference 2024
Period	28/05/24 → 31/05/24

Keywords

Business and management studies

Cite this

@conference{c75277ac29c0434c84baf0b6d44d36d5,

title = "Luxury beyond labels: investigating the effectiveness of co-branding vs brand extension in transforming fashion houses into hospitality brands",

keywords = "Business and management studies",

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

year = "2024",

month = may,

day = "31",

language = "English",

note = "53rd European Marketing Academy (EMAC) Annual Conference 2024 ; Conference date: 28-05-2024 Through 31-05-2024",

}