The majority of researches on luxury focus on the behaviour and opinions of consumers and let drop the important role … commercial message, some remarkable and artistic advertisings convey the identitary values of luxury (IVL) characterizing luxury …) allow to identify the semic richness of discursive content of symbolic images and identitary narratives of each luxury brand …

/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands …. Structural semiotics provides another original insight.  …

the evolution of a brand’s identity and the introduction of brand extensions, starting from the premise that brands must … evolve. This article is based on a multiple case study approach. Four luxury brands were studied longitudinally. Brand … Dolce & Gabbana follow the accommodation model. There is a link between the brand’s identity type (symbolic/functional) and …