LUXURY BRANDS AND CONSUMERS: THE NEW WAY

Serena Rovai; Cecilia pasquinelli; Ian PHAU

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LUXURY BRANDS AND CONSUMERS: THE NEW WAY

Serena Rovai, Cecilia pasquinelli, Ian PHAU

언어ENG
URLhttps://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)

키워드

luxury fashion brand value Chinese consumers Indian consumers

ABSTRACT
Introduction
Theoretical Development
Luxury brand definition: the consumer perception approach
Luxury brands perception and Chinese Millennials
Research Design
Result and Conclusion
References

저자

Serena Rovai(EXCELIA GROUP - LA ROCHELLE BUSINESS SCHOOL)
Cecilia pasquinelli(Università Napoli Parthenope, Naples)
Ian PHAU(Curtin University, Melbourne)

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