Unique and timely, this Research Handbook on Luxury Branding
explores and takes stock of the current body of knowledge on luxury
branding, as well as offering direction for future research and
management in the field. Featuring contributions from an
international team of top-level researchers, this Handbook offers
analysis and discussion of the profound changes that are affecting
the luxury industry, and that will continue to shape its future.
Chapters consider the socioeconomic, psychological, technological
and political shifts in consumers' desires, practices and purchases
of luxury products, taking a multi-method, cross-disciplinary
approach that offers both offers concrete research avenues and
outlines future management challenges. This comprehensive Handbook
will be critical reading for students of marketing, branding and
advertising looking for an overview of the field of luxury branding
research, as well as proving useful to scholars both as a reference
tool and to help generate their own research ideas. It will also
provide practical guidance to managers of luxury brands.
Contributors include: F. Bardhi, A. Basu Monga, L.S. Beitelspacher,
R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M.
Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V.
Kozinets, G. Laurent, L. Malar, F. Morhart, M. Pandelaere, V.M.
Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J.
Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox,
J.L. Zaichkowsky, J. Zhang
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