Nikki Wingate

University of Bridgeport - School of Business

126 Park Avenue

Bridgeport, CT 06601

United States

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Narrow, Powerful, and Public: The Influence of Brand Breadth in the Luxury Market

Journal of Brand Management, Vol. 24, Issue 5, 2017
Number of pages: 14 Posted: 30 Apr 2018
Youngseon Kim and Nikki Wingate
Central Connecticut State University and University of Bridgeport - School of Business
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Abstract:

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Luxury brands, Brand breadth, Narrow brands, Broad brands, Brand extensions, Power, Status, Public consumption