Items where Author is "Chawdhary, R."
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Number of items: 2.
Journal Article
Quamina, L.T. and Xue, M.T. and Chawdhary, R. (2023) Co-branding as a masstige strategy for luxury brands : Desirable or not? Journal of Business Research, 158: 113704. ISSN 0148-2963
Contribution to Conference
Xue, Melanie and Quamina, La Toya and Chawdhary, R. (2024) Luxury beyond labels : investigating the effectiveness of co-branding vs brand extension in transforming fashion houses into hospitality brands. In: EMAC 2024, 2024-05-28 - 2024-05-31, Marketing School of the Bucharest University of Economic Studies.