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Journal Articles
Journal of Product & Brand Management (2023) 32 (1): 138–156.
Published: 16 August 2022
...Jung Eun Lee; Jung Rim Cho Purpose The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury...
