Brand image and brand dilution in the fashion industry
نویسندگان
چکیده
منابع مشابه
Brand image and brand dilution in the fashion industry
We develop a dynamic optimal control model of a fashion designers challenge of maintaining brand image in the face of short-term pro t opportunities through expanded sales that risk brand dilution in the longer-run. The key state variable is the brands reputation, and the key decision is sales volume. Depending on the brands capacity to command higher prices, one of two regimes is observed. ...
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ژورنال
عنوان ژورنال: Automatica
سال: 2006
ISSN: 0005-1098
DOI: 10.1016/j.automatica.2005.10.002