Titlebook: Luxury Marketing; A Challenge for Theo Klaus-Peter Wiedmann,Nadine Hennigs Book 2013 Springer Fachmedien Wiesbaden 2013 Luxury Brand.Luxury

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Luxury Goods vs. Counterfeits: An Intercultural Studycan be traced back to medieval guilds, which required craftspeople to mark their products as a means of protection against inferior quality ([29], p. 276). Branding remains one of the most important concepts for marketing management, but its scope now extends to a vast variety of marketing activities.

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An Intercultural Comparison of the Perception of Luxury by Young ConsumersRecently, has there been a change in the perception of luxury: from an elitist concept to a consideration of luxury as a many-faceted issue [3], [10]. In the last few years, it has become clear that luxury consumption is open to different kinds of consumers, and that it therefore contributes to defining differentiated identities.

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Indulging the Self Positive Consequences of Luxury ConsumptionPeople not only purchase brands for the product behind the brand but also for what theysymbolize [69]. As such, luxury brands are widely desired because – compared to their cheaper counterparts – they offer a functional, hedonic and symbolic value to their owners in addition to their utilitarian product value [20], [34], [56], [117], [122], [123].

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Perceptions, Attitudes and Luxury BrandsThe Australian market for luxury brands has been largely overlooked, but in the first decade of the new millennium it has quietly developed into a success story for the luxury industry with . [23].

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Antagonism

https://doi.org/10.1007/978-3-8349-4399-6Luxury Brand; Luxury Brand Management; Luxury Goods; Luxury Market; Luxury Marketing Mix

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ngenuity and innovation in business by guaranteeing and enhancing fair and free competition, thereby ensuring economic vitality and consumer benefit. .This book is the first authoritative and compact work on competition policy in Japan, which has a more-than-70-year history and is based on solid leg