Name: Building Consumer-Brand Relationship in Luxury Brand Management (en Inglés)
Price: 295260.00 CLP
Availability: InStock
Author: Rodrigues, Paula ; Borges, Ana Pinto
ISBN: 9781799843696

Formato

Libro Físico

Editorial

Business Science Reference

Autor

Rodrigues, Paula ; Borges, Ana Pinto

Idioma

Inglés

N° páginas

300

Encuadernación

Tapa Dura

Dimensiones

27.9 x 21.6 x 2.1 cm

Peso

1.10 kg.

ISBN13

9781799843696

Categorías

Economía conductista/conductual
Atención al cliente

Building Consumer-Brand Relationship in Luxury Brand Management (en Inglés)

Rodrigues, Paula ; Borges, Ana Pinto (Autor) · Business Science Reference · Tapa Dura

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Reseña del libro "Building Consumer-Brand Relationship in Luxury Brand Management (en Inglés)"

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.