Exploring the elements that constitute the perceived luxuriousness
of a brand, this book addresses the changing definitions of the
term 'luxury' in today's world. Taking the approach that the
concept of luxury evolves from the consumer, the author introduces
a conceptual model which explains how the consumer interprets the
luxuriousness of a brand. This innovative study analyses the key
elements that influence luxury branding, such as extended product,
perceived uniqueness, authenticity and context specificity. By
critically reflecting on the existing definitions of luxury and its
challenges, this book makes a unique contribution to research and
an essential read for marketing students and scholars.
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