Essays about: "Katharina Netek"
Found 1 essay containing the words Katharina Netek.
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1. Drinking from the Fountain of Youth? Brand rejuvenation in the case of heritage luxury fashion brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The aim of this study was to examine whether German Millennials are in favor of rejuvenation practices of heritage luxury fashion brands or if such actions instead lead to negative associations, as they tend to ignore the heritage aspect. Methodology: Following a relativist ontology, this research is guided by a social constructionist position, which allows a deep understanding of Millennials’ opinions. READ MORE
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