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Building Consumer-Brand Relationship in Luxury Brand Management at Meripustak

Building Consumer-Brand Relationship in Luxury Brand Management

Books from same Author: Kalini Loke

Books from same Publisher: The Hospitality Press

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    • General Information  
    Author(s)Kalini Loke
    PublisherThe Hospitality Press
    ISBN9789395806527
    Pages146
    BindingSoftcover
    LanguageEnglish
    Publish YearJanuary 2023

    Description

    The Hospitality Press Building Consumer-Brand Relationship in Luxury Brand Management by Kalini Loke

    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. This book 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.