Downward price-based brand line extensions in the luxury goods market

Downward price-based brand line extensions in the luxury goods market

An analysis of whether or how the current developments in the luxury industry affect customers

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Line extensions of existing brands are a strategy used more and more by companies to maximise the ability to reach differentiated consumer segments with minimized cost while leveraging the equity of the brand. This book tries, in the first place to examine the underlying motivations why consumers buy luxury goods, how the luxury concepts of brands are perceived by consumers and whether the consumers are able to match their own personality to that of the brand in order to portray their own image to the society- the so called self-concept congruence. These concepts are examined in order to evalu...