## Abstract We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the
β¦ LIBER β¦
The role of visual art in enhancing perceived prestige of luxury brands
β Scribed by Lee, Hsiao-Ching; Chen, Wei-Wei; Wang, Chih-Wei
- Book ID
- 125365522
- Publisher
- Springer US
- Year
- 2014
- Tongue
- English
- Weight
- 896 KB
- Volume
- 26
- Category
- Article
- ISSN
- 0923-0645
No coin nor oath required. For personal study only.
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