Building Consumer-Brand Relationship in Luxury Brand Management
Paula Rodrigues (Redaktør) ; Ana Pinto Borges (Redaktør)
Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because
the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. Les mer
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Vår pris:
2295,-
(Paperback)
Fri frakt!
Leveringstid: Sendes innen 21 dager
På grunn av Brexit-tilpasninger og tiltak for å begrense covid-19 kan det dessverre oppstå forsinket levering
Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because
the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that
embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers
of luxury brands.
Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.