THE IDENTITY OF INDEPENDENT NICHE LUXURY BRANDS: DIFFERENTIATING CHARACTERISTICS AND THE ROLE OF AUTHENTICITY
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.07
- 8페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Fabio Duma, Mark Popcsev
영어 초록
A growing number of authors state that in recent years the notion of luxury has become all too common. Many say that authenticity is the real rare good in today’s luxury marketplace. Overwhelmed by the omnipresence of luxury and its homogenization, consumers are said to start looking for the genuine and unique, favoring smaller, more intimate and independent luxury brands. This study looks beyond well-known global players in the luxury marketplace, exploring the identities of independent niche luxury companies, their differentiating characteristics and in particular the role of authenticity. Keywords: corporate identity; corporate image; authenticity; luxury brand management; niche luxury brands; independent luxury brands
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