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1. 1. Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands

   Kandidat-uppsats, Företagsekonomiska institutionen

   Författare :Carole Ginman; Charlotte Lundell; Catherine Turek; [2010]
   Nyckelord :Luxury; Brands; Co-Branding; Associations; Consumer Behaviour;

   Sammanfattning : A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. LÄS MER