Interpretations of Luxury e-bog
1240,73 DKK
(inkl. moms 1550,91 DKK)
Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world. Taking the approach that the concept of luxury evolves from the consumer, the author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative study analyses the key element...
E-bog
1240,73 DKK
Forlag
Palgrave Macmillan
Udgivet
15 september 2017
Genrer
Occupational and industrial psychology
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9783319608709
Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world. Taking the approach that the concept of luxury evolves from the consumer, the author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative study analyses the key elements that influence luxury branding, such as extended product, perceived uniqueness, authenticity and context specificity. By critically reflecting on the existing definitions of luxury and its challenges, this book makes a unique contribution to research and an essential read for marketing students and scholars.