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Building Consumer-Brand Relationship in Luxury Brand Management
by Kalini Loke (Author),
The Hospitality Press (Publisher)
Product Specifications
Book Description
About the Book : Building Consumer-Brand Relationship in Luxury Brand
Management
Luxury is no longer a privilege of the high-net-worth individuals. It is now
accessible to all. This has become possible because the essence of luxury has
changed: from something based upon materialism and conspicuous and hedonic
consumption to one that embraces enrichment and experiences for the consumers.
This evolution creates challenges for luxury brands and for the managers of
luxury brands. This book is a collection of innovative research that focuses on
the conception and marketing of luxury as an experience and explores more
integrative and comprehensive approaches to modeling and understanding the
consumer-brand relationship with luxury
Book Specifications
ISBN-13 9789395806527
Language English
Binding Paper Back
Publisher The Hospitality Press
Publishing Date 2023-01-01
Total Pages 146