KOREASCHOLAR

HOW CONSUMER FEEL TO THE DISTINCTIVE CATEGOEIES OF THE LUXURY BRAND’S CO-BRANDING AND THEIR SPILLOVER EFFECTS

Jie Sun, Tsun Wai (Wesley) Yuan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442389
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.188
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Luxury co-brandingCo-brand GenresEmotional ResponsesSpillover Effect
Author
  • Tsun Wai (Wesley) Yuan(Royal Rolloway, University of London, the UK)
  • Jie Sun(De Montfort University, Dubai campus, the UAE)