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Brexendorf, Tim Oliver

Advances in Luxury Brand Management

Brexendorf, Tim Oliver - Advances in Luxury Brand Management, ebook

152,05€

Ebook, PDF with Adobe DRM
ISBN: 9783319511276
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Table of contents

1. Introduction: Luxury Brand Management Insights and Opportunities
Joachim Kernstock, Tim Oliver Brexendorf, Shaun M. Powell

2. The End of Luxury as We Knew It?
Jean-Noël Kapferer

3. Luxury Brand Marketing – The Experience Is Everything!
Glyn Atwal, Alistair Williams

4. The Luxury Brand Strategy Challenge
Uché Okonkwo-Pézard

5. The Specificity of Luxury Management: Turning Marketing Upside Down
Jean-Noël Kapferer, Vincent Bastien

6. Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers?
Klaus-Peter Wiedmann, Nadine Hennigs, Christiane Klarmann

7. Is Luxury Compatible with Sustainability? Luxury Consumers’ Viewpoint
Jean-Noël Kapferer, Anne Michaut-Denizeau

8. Probing Brand Luxury: A Multiple Lens Approach
Karen W. Miller, Michael K. Mills

9. Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding
Kevin Lane Keller

10. Measuring Perceptions of Brand Luxury
Franck Vigneron, Lester W. Johnson

11. Managing Luxury Brands
Jean-Noël Kapferer

Keywords: Business and Management, Branding, Consumer Behavior, Market Research/Competitive Intelligence, Customer Relationship Management

Editor
 
 
 
Publisher
Springer
Publication year
2017
Language
en
Edition
1
Series
Journal of Brand Management: Advanced Collections
Category
Economy
Format
Ebook
eISBN (PDF)
9783319511276
Printed ISBN
978-3-319-51126-9

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