Consumer attitudes toward downward extensions: an exploration of Giordano’s extension in Hong Kong

Authors: Fan Zeng, Stacy H. N. Lee, Chui Ming Heung

Source: Fashion and Textiles, Vol 6, Iss 1, Pp 1-24 (2019)

Subject Terms: Downward extension, Parent brand association, Perceived fit, Hong Kong fashion brands, Categorization theory, Textile bleaching, dyeing, printing, etc., TP890-933, Social Sciences

File Description: electronic resource

Relation: http://link.springer.com/article/10.1186/s40691-019-0185-1; https://doaj.org/toc/2198-0802

Access URL: https://doaj.org/article/43522d759da94296b0bb55be2afee842