This special issue on luxury brand strategies and customer experiences includes eleven research papers which are valuable for marketers and researchers. Articles are grouped by topic- social media and digital marketing, ingredient branding and value creation, luxury retailing, and luxury consumer experience. The introductory article in this special issue places each article in one of four categories even though some of articles include information relevant to at least one other topic and briefly introduces unique and interesting about each article. This selection of papers written by 34 authors representing ten countries serves to extend the luxury brand research area in need of new developments, theories, and practices in light of the trends toward global luxury industries.

Luxury brand strategies and customer experiences: Contributions to theory and practice / Ko, Eunju; Phau, Ian; Aiello, Gaetano. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - ELETTRONICO. - -:(2016), pp. 5749-5752. [10.1016/j.jbusres.2016.04.170]

Luxury brand strategies and customer experiences: Contributions to theory and practice

AIELLO, GAETANO
2016

Abstract

This special issue on luxury brand strategies and customer experiences includes eleven research papers which are valuable for marketers and researchers. Articles are grouped by topic- social media and digital marketing, ingredient branding and value creation, luxury retailing, and luxury consumer experience. The introductory article in this special issue places each article in one of four categories even though some of articles include information relevant to at least one other topic and briefly introduces unique and interesting about each article. This selection of papers written by 34 authors representing ten countries serves to extend the luxury brand research area in need of new developments, theories, and practices in light of the trends toward global luxury industries.
2016
-
5749
5752
Ko, Eunju; Phau, Ian; Aiello, Gaetano
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1052740
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