Luxury Brand Extensions and Perceived Luxury
, 2021 Luxury-brand managers must balance optimising brand value while simultaneously maintaining the exclusivity of the brand. Corporate interests increase the focus towards strategies that return greater profit for the business. For example, managers may consider brand extensions or greater channel exposure to increase revenues.
Stegemann, Nicole (R8637) +1 more
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Experiential marketing – A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand [PDF]
, 2013 This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityThe concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline.
Ueacharoenkit, Supawan
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The Concept of Luxury Brands and the Relationship between Consumer and Luxury Brands [PDF]
The Journal of Asian Finance, Economics and Business, 2018 The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand relationships and to provide empirical evidence of the proposed model. The study conducted two surveys in Portugal and the United States in 2009 and 2013 for selected luxury brands.
Kip Becker +2 more
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Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty
South African Journal of Business Management, 2023 Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences.
Fan-Lu Lin, Te-Hsing Ku
doaj +1 more source
The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia [PDF]
Innovative Marketing, 2023 Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth.
Nada Saleh Badawi, Amani Ahmed Basif
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Управленец, 2021 In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these
Esra Özkan Pir, Evrim Derinözlü
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Luxury designer handbag or counterfeit? An investigation into the antecedents influencing women’s purchasing behaviour of luxury designer and counterfeit brands [PDF]
, 2011 This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The drive and appeal of luxury designer products has fuelled consumer desire for luxury designer brands and their counterfeit versions.
Juggessur, Joshie
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South African Journal of Business Management, 2018 The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention.
Te-Hsing Ku, Tzu-Ling Lin
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Utilizing Sensory Marketing and Brand Experience: The Case of Luxury Watchmaking
APMBA (Asia Pacific Management and Business Application), 2023 This research examines the impact of sensory marketing cues and brand experience on emotional attachment, customer commitment, and brand loyalty in the luxury wristwatch industry.
Axton Trixie Chandra +1 more
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Russian Journal of Agricultural and Socio-Economic Sciences, 2021 COVID – 19 pandemic comes up with chaos everywhere, especially in the economy. So much shifting has been occurring; the digital market is one of many things that a company should strive for, an example of shifting amidst the COVID – 19 pandemic.
Suryono I.A. +2 more
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