Luxury Marketing || Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk
✍ Scribed by Wiedmann, Klaus-Peter; Hennigs, Nadine
- Book ID
- 120215806
- Publisher
- Gabler Verlag
- Year
- 2012
- Tongue
- English
- Weight
- 609 KB
- Edition
- 1
- Category
- Article
- ISBN
- 3834943991
No coin nor oath required. For personal study only.
✦ Synopsis
The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.