Exploring the Attitudes of Young Consumers Towards Downward Brand Extensions in the Luxury Market

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School of Business | Bachelor's thesis
Electronic archive copy is available locally at the Harald Herlin Learning Centre. The staff of Aalto University has access to the electronic bachelor's theses by logging into Aaltodoc with their personal Aalto user ID. Read more about the availability of the bachelor's theses.

Date

2022

Department

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

43 + 9

Series

Description

Thesis advisor

Shukla, Paurav

Keywords

consumer behaviour, luxury goods, young people, consumer attitudes, consumption, marketing

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