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        검색결과 1

        1.
        2017.07 구독 인증기관·개인회원 무료
        The luxury branding industry thrives on creating products and services that are exclusive in nature. To achieve this, brands often control for pricing, quality, quantity and availability to create a perception of exclusiveness. The literature showcases a handful of concepts to explain how marketers can create exclusive products and services. However, the literature does not give a theoretical foundation to the creation of the Theory of Exclusivity. This study is the first to address this issue. A number of theories and concepts in marketing, psychology, sociology and other fields of sciences have been reviewed to conceptualise the Theory of Exclusivity. The conceptualisation of this theory gives marketers a better understanding of how they can create exclusive brands.