Greselin, Alice (A.A. 2021/2022) Brand extension of luxury companies towards home furniture industry: is it worth it? Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 156. [Master's Degree Thesis]

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Abstract/Index

Luxury market. Luxury, scientific literature. Luxury concept and market segmentation. Hetero-directed and self-directed consumption. Historical evolution of luxury market. Covid-19 impact and expected trends. Brand experience. Brand extension strategy. Brand extension strategy and co-branding. Effectiveness of brand extension strategy, literature review. Brand extension within luxury sector firms towards furniture. Asian market: APAC & China. The research. Interviews’ criteria. Store managers’ interviews. Consumers’ interview. Comparative analysis and principal insights.

References

Bibliografia: pp. 142-144.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Luxury management
Thesis Supervisor:	Festa, Alberto
Thesis Co-Supervisor:	Fei, Carlo
Academic Year:	2021/2022
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	14 Mar 2023 08:42
Last Modified:	14 Mar 2023 08:42
URI:	https://tesi.luiss.it/id/eprint/35350

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