Afin de se développer et de générer des profits, la plupart des marques de luxe utilisent les stratégies d’extension de … échantillon de huit marques de luxe. Les techniques sémiotiques permettent de comprendre les significations profondes du discours …In order to develop brands and increase growth, most luxury brands rely on extensions on different product categories …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …

harms customer loyalty, while masculinity has a positive impact. Additionally, it is found that loyalty is lower in …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors …: accommodation quality, quality of gastronomy offers, premium price, service quality, luxury shopping, unique experience … regression analyses were used. The results indicate that the availability of celebrity and luxury shopping has the strongest …

luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors …: accommodation quality, quality of gastronomy offers, premium price, service quality, luxury shopping, unique experience … regression analyses were used. The results indicate that the availability of celebrity and luxury shopping has the strongest …

This paper sets out to explain and decipher luxury and especially inaccessible luxury with the intent to provide … enterprises three new analytical tools to ensure they stay ‘in front of the pack’. The paper starts by assessing what luxury was … models to assess also Inaccessible luxury. The three models specifically developed by the authors are: 1. The Tangibility of …

The main purpose of the paper is to identify actions that Romanian female students consuming luxury have been taken and … would be willing to take in order to obtain the desired luxury products, deepening the â€Å"compromise†dimension …. Although not based on previous studies, as is the only one of its kind in the luxury domain, the study took into account the ââ …

Central Europe, due to its history, is not perceived as a region from which a luxury brand could originate while luxury …) plays an important role in perception of any brand but for luxury brands the COO is usually even more important than for … in the last years that brands which originate from CEE region position themselves on the luxury market. The goal of this …