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Line extension influence on brand image: a study on the alcoholic beverage market in Brazil
The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These ...
The challenges of repositioning an international brand: a case study on the hospitality industry
Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is ...