Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. ...

Purpose: The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach: This article was based on an ...

Digital ecosystems, or IT-ecosystems (ITEs), are composed of multiple and independent entities such as individuals, organizations, services, software, and applications. Together, these elements create a number of new ...

An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed ...

While the automotive industry is in a historical transformation phase, it is essential for affected manufacturers to meet the associated challenges. Today, more than ever, established automotive groups are required to ...

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Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their ...

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