Research Handbook on Luxury Branding

Details

Serval ID
serval:BIB_F335848103A8
Type
Book:A book with an explicit publisher.
Collection
Publications
Institution
Title
Research Handbook on Luxury Branding
Publisher
Edward Elgar Publishing
ISBN
1786436345
Publication state
Published
Issued date
2020
Editor
Morhart Felicitas, Wilcox Keith, Czellar Sandor
Language
english
Abstract
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.
Create date
15/07/2020 11:56
Last modification date
16/07/2020 9:42
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