The Concept of Luxury Brands | Heine, Klaus
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The Concept of Luxury Brands

Heine, Klaus

Technische Universität Berlin 2012 - 100 P.

"The Concept of Luxury Brands" defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand ... management.

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    • 5/5

      Iuliia DOBRYNINA - Le 25 avril 2020 à 01:26