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- English
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- Available on iOS & Android
eBook - ePub
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About This Book
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.
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Yes, you can access Interpretations of Luxury by Linda Lisa Maria Turunen in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
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Table of contents
- Cover
- Frontmatter
- 1. Fundamentals of Luxury
- 2. Interpreting the Luxuriousness of a Brand
- Backmatter