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Downward extension,Parent brand association,Perceived fit,Hong Kong fashion brands,Categorization theory
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https://doi.org/10.1186/s40691-019-0185-1
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Fashion and Textiles, https://doi.org/10.1186/s40691-019-0185-1
Downward extension
Parent brand association
Perceived fit
Hong Kong fashion brands
Categorization theory
Consumer attitudes toward downward extensions: an exploration of Giordano’s extension in Hong Kong
Fan Zeng
Stacy H. N. Lee
Chui Ming Heung
10.1186/s40691-019-0185-1
2010-04-23
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