Add to ORKGLuxury branding strategies create impressions of exclusivity which is transmitted into the brand’s products and retail spaces. Exclusivity is a necessary component to create consumer desire despite limitations of accessibility, time, effort, and pricing. A new population of aspirational shoppers, known as Chandlers, highly value exclusive brands as they increase perceptions of social status. This study will examine the impact of loud vs. discrete luxury branding on perceptions of brand status and browsing intentions, and the moderating impact of the Chandler effect
This research investigated how the use of a prominent versus subtle branding strategy and status con...
Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial init...
Luxury has fascinated humanity for millennia and it seems that it will continue to do so in the futu...
Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s p...
Luxury-brand managers must balance optimising brand value while simultaneously maintaining the exclu...
University of Technology, Sydney. Faculty of Business.NO FULL TEXT AVAILABLE. Access is restricted i...
This paper discusses the concept of luxury brands and the possible drivers for the increasing level ...
This paper examines how luxury fashion brands renew themselves in order to balance the exclusivity t...
Today, the term luxury has become ubiquitous. To attain aspirational attributes, products not tradit...
The current research aims to explore the impact of Massclusivity campaigns (massive and exclusive) ...
Purpose: The purpose of this paper is to investigate the influence of brand prominence on willingnes...
abstract: Aspirational brands such as luxury brands have a tendency to make consumers feel rejected ...
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheo...
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheo...
Luxury business is one of the most important drivers of growth in many countries. One of the key fac...
This research investigated how the use of a prominent versus subtle branding strategy and status con...
Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial init...
Luxury has fascinated humanity for millennia and it seems that it will continue to do so in the futu...
Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s p...
Luxury-brand managers must balance optimising brand value while simultaneously maintaining the exclu...
University of Technology, Sydney. Faculty of Business.NO FULL TEXT AVAILABLE. Access is restricted i...
This paper discusses the concept of luxury brands and the possible drivers for the increasing level ...
This paper examines how luxury fashion brands renew themselves in order to balance the exclusivity t...
Today, the term luxury has become ubiquitous. To attain aspirational attributes, products not tradit...
The current research aims to explore the impact of Massclusivity campaigns (massive and exclusive) ...
Purpose: The purpose of this paper is to investigate the influence of brand prominence on willingnes...
abstract: Aspirational brands such as luxury brands have a tendency to make consumers feel rejected ...
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheo...
While luxury brands are one of the most profitable and fastest growing segments of the brand pantheo...
Luxury business is one of the most important drivers of growth in many countries. One of the key fac...
This research investigated how the use of a prominent versus subtle branding strategy and status con...
Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial init...
Luxury has fascinated humanity for millennia and it seems that it will continue to do so in the futu...