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ArticleThe luxury brand strategy challenge

Uche Uwaezuoke Okonkwo2009

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Articlebronze2009

The luxury brand strategy challenge

Uche Uwaezuoke Okonkwo

99 citations·0/0 files stored·Journal of Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

2013The luxury strategy: break the rules of marketing to build luxury brands 2007Luxury Fashion Branding

Cited by

2019Ambidextrous innovation orientation effected by the digital transformation 2015Antecedents and outcomes of brand prominence on willingness to buy luxury brands 2013Young Chinese Consumers’ Snob and Bandwagon Luxury Consumption Preferences 2019The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept 2019Antecedents and consequences of luxury brand engagement in social media 2011Consumer enactments of archetypes using luxury brands 2020Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region 2021Uniqueness and luxury: A moderated mediation approach

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Details

Year2009

Typearticle

Published2009-03-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations99

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1057/bm.2008.53

openalex_workW1985284659

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