articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique … characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury … Brand Management is essential reading for upper level students as well as scholars and discerning practitioners …

clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are …

Herstellermarke kann hier nur in Kooperation mit Absatzmittlern erfolgen. Dafür erforderlich sind Absatzmittler, die ein hohes Brand … Brand Commitment sowie dem Verhalten von Absatzmittlern. Die theoretischen Überlegungen werden mittels einer umfangreichen …

Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing … author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative … Brand- 5. Defining Luxuriousness -- 6. Extended Product: Value in Use and Consumption -- 7. Perceived Authenticity -- 8 …

branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish … brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a … demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short …