The brand equity dilemma: Luxury brands versus FMCG brands

Nasos Poulis, George Panigyrakis

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBN

Original languageEnglish
Title of host publicationInternational Corporate and Marketing Communications Αnnual Conference
Publication statusPublished - 2010

Cite this

Poulis, N., & Panigyrakis, G. (2010). The brand equity dilemma: Luxury brands versus FMCG brands. In International Corporate and Marketing Communications Αnnual Conference