THE EFFECT OF LUXURY BRANDSâ CO-BRANDING STRATEGY WITH DISNEY ON THE PERCEPTION OF LUXURY AND PURCHASE INTENTION AMONG GEN Z
Luxury brands, known for their prestige, exclusivity, and craftsmanship, are increasingly adopting the "masstige" strategy by offering high-quality products at more affordable prices to appeal to aspirational middle-class consumers. This study investigates the impact of co-branding between...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83975 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |