Exploring the Attitudes of Young Consumers Towards Downward Brand Extensions in the Luxury Market
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School of Business |
Bachelor's thesis
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Authors
Date
2022
Department
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Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
43 + 9
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Description
Thesis advisor
Shukla, PauravKeywords
consumer behaviour, luxury goods, young people, consumer attitudes, consumption, marketing