chapter 1 Moving from a luxury market to a ‘mass-luxury’ market -- chapter 2 The principle of affinity and DNA of a brand -- chapter 3 Motivations for buying a prestige perfume -- chapter 4 Introducing the notion of DNA for a perfume brand -- chapter 5 Discovering and pinpointing the brand...

pt. 1. Hope at checkout for everybody -- pt. 2. "Practical DNA" : the five must haves (rules) of the high end -- pt. 3. Vistas and new high end experiences -- pt. 4. Business tools that jump-start your high end.

We investigated three measures of concept performance for two types of systematically varied concepts, doing so for two products (functional beverage, indulgent beverage). The rating measures were liking, purchase intent, and the selection of an appropriate emotion. Each measure generated...