Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores
The luxury brand marketing, differently from conventional marketing and branding, has specific characteristics. The main objective of this study is to identify the effects of the endorsement of celebrities and country of origin in the luxury brands evaluation. So the field research was conducted wit...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sindicato das Secretárias do Estado de São Paulo
2016-12-01
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| Series: | GeSec |
| Subjects: | |
| Online Access: | https://www.revistagesec.org.br/secretariado/article/view/506 |