Building Consumer-Brand Relationship in Luxury Brand Management

Building Consumer-Brand Relationship in Luxury Brand Management

Paula Rodrigues (Lusíada University of Porto, Portugal) and Ana Pinto Borges (Instituto Superior de Administração e Gestão, Portugal)
Release Date: October, 2020|Copyright: © 2021 |Pages: 318
DOI: 10.4018/978-1-7998-4369-6
ISBN13: 9781799843696|ISBN10: 1799843696|EISBN13: 9781799843702|ISBN13 Softcover: 9781799852445
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Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Celebrity Endorsement
  • Consumer Demand
  • Counterfeit Relationships
  • Cross-Cultural Markets
  • Digital Marketing
  • Feminization of Luxury
  • Innovation
  • Luxury Capitals
  • Marketing
  • Relationship Management
  • Social Media
  • Sustainability Marketing
  • Technological Personalization
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