... at: jose.figueiredo@esg.ipsantarem.pt 26 04 2020 17 06 2020 09 07 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Branding Luxury Brand extension Fragrances The overall luxury market represented more than...

... to pay Marketing strategy Farm business Intention to participate Local brand M31 Q13 Q17 The use of producers’ owned brands in food product marketing is important for consumers’ welfare and for farm businesses, as these initiatives encourage businesses to adopt innovations, make...

... brands to implement its marketing strategy (Cravens et al. 2000 ; He and Balmer, 2006). Choosing a mono or pluri‐brand strategy is a focal point both for multinational groups and local companies (Douglas et al. 2001 ; Strebinger, 2002 ; Kumar, 2003 ; Schuiling and Kapferer, 2004...