Building Consumer-Brand Relationship in Luxury Brand Management (Hardcover) (ISBN-13: 9781799843696)

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. Building Consumer-Brand Relationship in Luxury Brand Management 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 brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

Author: Paula Rodrigues
ISBN-10: 1799843696
ISBN-13: 9781799843696
Publisher: Business Science Reference
Language: English
Published: 10/23/2020
Pages: 300
Format: Hardcover
Weight: 2.43lbs
Size: 11.00h x 8.50w x 0.81d