KOREASCHOLAR

LUXURY BRANDS AND CONSUMERS: THE NEW WAY

Serena Rovai, Cecilia pasquinelli, Ian PHAU
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401150
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.655-665
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
luxuryfashionbrandvalueChinese consumersIndian consumers
Table Content
ABSTRACT
Introduction
Theoretical Development
Luxury brand definition: the consumer perception approach
Luxury brands perception and Chinese Millennials
Research Design
Result and Conclusion
References
Author
  • Serena Rovai(EXCELIA GROUP - LA ROCHELLE BUSINESS SCHOOL)
  • Cecilia pasquinelli(Università Napoli Parthenope, Naples)
  • Ian PHAU(Curtin University, Melbourne)