"This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation and changing...

In this exploratory study we investigate whether a brand identified as ?niche? in traditional brand performance metrics (penetration and average purchase frequency) is also ?niche? in metrics representative of brand attribute associations. We assess the level of brand salience (propensity of...

Purpose The purpose of this paper is to focus on the profile of DiDIYers and the antecedents of digital do it yourself (DiDIY) in Network Marketing Direct Selling Organizations (NMDSO). Design/methodology/approach A two-step research design allowed the detection of DiDIYers strictu sensu (i.e....