The targets of advertising have been traditionally defined through socio-demographic criteria such as age, gender and social class. These criteria serve as a means primarily for reaching a brand's existing or potential customers as effectively as possible.....

Purpose Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the...

Lifestyle is an important concept in advertising and applied marketing research, although casual use of the term has rendered it suspect amomg scholars. This book approaches the concept of lifestyle from a current