Titlebook: Interpretations of Luxury; Exploring the Consum Linda Lisa Maria Turunen Book 2018 The Editor(s) (if applicable) and The Author(s) 2018 bra

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Evolution of Global Luxury Brandsefinition of luxury from a brand management perspective and highlights differences between luxury brands (a company-driven definition) and brand luxury. In addition to discussing characteristics associated with luxury brands, their relative positioning against other brands is observed.

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https://doi.org/10.1007/978-3-319-60870-9brands; product; authenticity; marketing; buying; globalization; branding

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2662-1061 ng on the existing definitions of luxury and its challenges, this book makes a unique contribution to research and an essential read for marketing students and scholars..978-3-319-86948-3978-3-319-60870-9Series ISSN 2662-1061 Series E-ISSN 2662-107X

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Titlebook: Interpretations of Luxury; Exploring the Consum Linda Lisa Maria Turunen Book 2018 The Editor(s) (if applicable) and The Author(s) 2018 bra

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