Paradox and market renewal
Abstract
Purpose The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelgänger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach This is a conceptual...
Paper Details
Title
Paradox and market renewal
Published Date
Jul 26, 2018
Volume
36
Issue
7
Pages
750 - 763
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