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Naše gospodarstvo/Our economy
Volume 70 (2024): Issue 2 (June 2024)
Open Access
Consumer Preferences and Reactions to Brand Expansion
Dijana Vuković
Dijana Vuković
University North
Koprivnica, Croatia
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Vuković, Dijana
,
Fani Kerum
Fani Kerum
FH Burgenland
Eisenstadt, Austria
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Kerum, Fani
and
Miroslava Žukina
Miroslava Žukina
University North
Koprivnica, Croatia
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Žukina, Miroslava
Jul 03, 2024
Naše gospodarstvo/Our economy
Volume 70 (2024): Issue 2 (June 2024)
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Published Online:
Jul 03, 2024
Page range:
47 - 62
Received:
May 01, 2024
Accepted:
Jun 01, 2024
DOI:
https://doi.org/10.2478/ngoe-2024-0011
Keywords
Premium brand
,
Positioning
,
Vertical expansion of the premium brand
,
Consumer preferences
,
Customer response to premium brand vertical extension
© 2024 Dijana Vuković et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
