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

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

Jie Sun, Tsun Wai (Wesley) Yuan

언어ENG
URLhttps://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)

키워드

Luxury co-branding Co-brand Genres Emotional Responses Spillover Effect

저자

Tsun Wai (Wesley) Yuan(Royal Rolloway, University of London, the UK)
Jie Sun(De Montfort University, Dubai campus, the UAE)

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