Essays about: "Larry Mikano"

Found 1 essay containing the words Larry Mikano.

  1. 1. The Effect of Co-Branding on the Fashion Luxury Consumer’s Brand Equity : Comparison between the Generations Y and X.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Cristina Fernández Hidalgo; Larry Mikano; Tom Vermeersch; [2016]
    Keywords : Co-branding; Luxury Fashion; Brand Equity; Consumer-based; Collaboration; Perceived Quality; Brand Image; Brand Loyalty; Generation Y; Generation X; London.;

    Abstract : The co-branding strategies are gaining attention from research due to the special difficulties of implementing a collaborative strategy. Hence, this paper evaluates the effect of the co-branding strategy between a luxury brand and a high-street retailer on the luxury consumers’ brand equity of the luxury brand post-co-branding. READ MORE