Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer

@article{Kim2010ModelingBE,
  title={Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer},
  author={Eun Young Kim and Lynn Brandon},
  journal={Journal of Global Academy of Marketing Science},
  year={2010},
  volume={20},
  pages={35 - 48}
}
  • E. Y. Kim, L. Brandon
  • Published 1 March 2010
  • Business
  • Journal of Global Academy of Marketing Science
Abstract Today, the fashion market challenged by a maturing retail market needs a new paradigm in the “evolution of brand” to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as “prospects”-Baby Boomers who are renovating their lifestyle, and generation Y… 

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