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 …

the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted …

their brand. They ignore the fact that technology is an enabler of the “experience” it is not “the experience”. Customers …

assortment decisions, dual-brand manufacturers, positioning, branding, consumer preferences, online context, economic crisis …

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …