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2023
Co-branding is used across a wide range of brands, from fast-moving consumer goods (FMCG) to electronics and even luxury collaborations. However, the outcomes of these collaborations are mixed, with some showing positive results while others have experienced challenges or setbacks.
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Co-branding is used across a wide range of brands, from fast-moving consumer goods (FMCG) to electronics and even luxury collaborations. However, the outcomes of these collaborations are mixed, with some showing positive results while others have experienced challenges or setbacks.
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International Journal of Emerging Knowledge Studies
The luxury goods and services sector in India has grown from an urban, niche phenomenon into a diversified market driven by rising incomes, global exposure and shifting consumer values. This article maps the concept and scope of luxury brands in India, provides a working definition and lists research objectives. It examines benefits for firms, artisans
E. Rajalakshmi +2 more
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The luxury goods and services sector in India has grown from an urban, niche phenomenon into a diversified market driven by rising incomes, global exposure and shifting consumer values. This article maps the concept and scope of luxury brands in India, provides a working definition and lists research objectives. It examines benefits for firms, artisans
E. Rajalakshmi +2 more
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2012
Die Aussicht auf weiterhin hohes Wachstum reizt zahlreiche Unternehmen zum Einstieg in den Luxusmarkt. Dazu zählen neben Massenmarktherstellern, die ihre Produkte und Marken aufwerten wollen, auch eine Welle von Startup-Unternehmen. Voraussetzung für die durchaus herausfordernde Expansion ins Luxussegment ist allerdings ausreichend Fachwissen darüber ...
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Die Aussicht auf weiterhin hohes Wachstum reizt zahlreiche Unternehmen zum Einstieg in den Luxusmarkt. Dazu zählen neben Massenmarktherstellern, die ihre Produkte und Marken aufwerten wollen, auch eine Welle von Startup-Unternehmen. Voraussetzung für die durchaus herausfordernde Expansion ins Luxussegment ist allerdings ausreichend Fachwissen darüber ...
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Luxury Brands and Millennials: Understanding Millennial Consumers in the Contezt of Luxury Brands
2019Recent and unconventional developments have taken place in the luxury industry in the branding context. A new generation is entering the luxury market and will soon become a consumer group spending more money than the other age groups. Given the subjectivity of the concept of luxury, it became key to understand the motivations and drivers of ...
Wassum, Sarah Andrea, Andreu Solà, Aida
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Strategic Approaches to Augmented Reality Deployment by Luxury Brands
Journal of Business Research, 2021Joonas Rokka +2 more
exaly
The Evolution of Luxury: Brand Management of Luxury Brands, Old and New
2017Ph. D.
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Luxury marketing : creating and branding luxuries
2007Στη παρούσα εργασία γίνεται μία προσπάθεια προσέγγισης του luxury marketing, ξεκινώντας από την οριοθέτηση των βασικών εννοιών οι οποίες αποτελούν αντικείμενο μελέτης της εργασίας, κάνοντας μία προσπάθεια κατηγοριοποίησης των καταναλωτών luxury αλλά και των τύπων luxury, κάνοντας αναφορά στον ρόλο των media στο χτίσιμο ενός luxury brand, στις ρίζες των
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Experiential Branding of Luxury
2019Another essential component of the luxury experience strategy is the experiential branding of luxury products and services that are carriers of content, values, emotions, and experiences. Luxury houses can use this strategy to create an emotional luxury experience with a strong link connecting the customer to the luxury brand. The experiential branding
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