Ward, David; Chiari, Claudia - Volkswirtschaftliche Fakultät, … - 2008
Luxury, 2. The Spectrum of Luxury and 3. Brand Identity of Luxury. It will be shown that a luxury product can indeed migrate … accessible. The authors promote the idea that this process can be controlled by the enterprise or industry providing the brand … emotional value through the brand and map the degree of luxury of a brand by assessing what actually differentiates the luxury …