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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 internationalization of the cosmetic retail industry: a history of success?
The retailing industry has increasingly become global over the past few decades, illustrating visually the internationalization of business in general. Many retailers are betting to expand their activities internationally ...