The Role of Concept Stores: Consumer Perception of the Intended Brand Image
Title: The Role of Concept Stores: Consumer Perceptions of the Intended Brand Image Seminar date: 2024-05-30 Course: BUSN39, Degree Project in Global Marketing, Business Administration: Master Level Authors: Petra Ohlson & Emma Stenkil Supervisor: Ulf Johansson Research question: Why are fashion manufacturing brands opening concept stores? How does consumers' perception of the concept stor
