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 …

In order to develop brands and increase growth, most luxury brands rely on extensions on different product categories … consistency in terms of values while addressing both male and female segments. These findings, specific to luxury brands, provide …

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 …

The purchase of luxury goods is relatively exclusive, limited, and often merely hypothetical. Thus, luxury goods may be … mental representation, we hypothesized and found in three studies that both consumers and advertisers describe luxury …

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 …

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury … of communication that is basically not selective. However, some years ago, all the luxury brands started to set up their … review, the purpose of this article is to analyze how luxury brands can manage scarcity and the use of Internet. To answer …