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- W2756431868 abstract "In the marketing literature, luxury is often defined in relation to product or brand characteristics and is positioned at the high end of a product and brand continuum, with superior characteristics. This chapter delves more deeply into the evolution of global luxury brands. Turunen approaches the definition of luxury from a brand management perspective and highlights differences between luxury brands (a company-driven definition) and brand luxury. In addition to discussing characteristics associated with luxury brands, their relative positioning against other brands is observed." @default.
- W2756431868 created "2017-09-25" @default.
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- W2756431868 date "2017-09-16" @default.
- W2756431868 modified "2023-09-24" @default.
- W2756431868 title "Evolution of Global Luxury Brands" @default.
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- W2756431868 doi "https://doi.org/10.1007/978-3-319-60870-9_3" @default.
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