The impact of brand penetration and awareness on luxury brand desirability:
Abstract
The global market for luxury brands has witnessed sustained growth in the last two decades, driven by purchases from emerging economies such as China and rising upper middle classes. Because luxury is associated with rarity and exclusivity, fears arise about whether continued growth might dilute the leading luxury brands' desirability. Prior studies offer conflicting results about the effect of greater market penetration on luxury brands'...
Paper Details
Title
The impact of brand penetration and awareness on luxury brand desirability:
Published Date
Feb 1, 2018
Journal
Volume
83
Pages
38 - 50
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Notes
History