Sponsorship and cultural patronage has often been associated with a company’s non-business or philanthropic plans. They have always been treated as separate practices from the core activities of any particular business and have not been analysed from a business perspective. Although some...

While luxury brands are one of the most profitable and fastest growing segments of the brand pantheon, they are the least understood. There is no established definition as to what a luxury brand is; no clear understanding of the value dimensionality of luxury brands; and no rigorous...