Preservation, rejuvenation, or confusion? Changing package designs for heritage brands
Author:
Affiliation:
1. A&F Marketing ‐ Consumer PsychologyChristian‐Albrechts‐University Kiel Kiel Germany
2. Marketing, Milgard School of BusinessUniversity of Washington Tacoma Washington
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21215
Reference71 articles.
1. The ‘real thing’: Branding authenticity in the luxury wine trade
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