LUXURY BRANDS

Explain the behaviour of young people towards luxury brands using the following three consumer behaviour theories

Explain the behaviour of young people towards luxury brands using the following three consumer behaviour theories

Introduction

Despite the high profile of numerous worldwide luxury brands, little is renowned about the methods by which these brands are conceived and how their market place is maintained. Research and practitioner know-how proposes that these brands aim on construction abstract, “timeless” images or dreams. However, no methodical study has been conveyed out on the methods and schemes of luxury marketers. Based upon case investigations in the luxury wine trade, ...