Title: The identity of independent niche luxury brands : differentiating characteristics and the role of authenticity
Authors : Duma, Fabio
Popcsev, Mark
Published in : Global Fashion Management Conference
Pages : 245
Pages to: 252
Conference details: 2017 Global Fashion Management Conference, Vienna, 6.-9. Juli 2017
Publisher / Ed. Institution : Global Alliance of Marketing & Management Associations
Issue Date: 2017
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Abstract)
Language : English
Subjects : Corporate identity; Corporate image; Luxury brand management; Independent luxury brand
Subject (DDC) : 659: Advertising and public relations
Abstract: A growing number of authors state that in recent years the notion of luxury has become all too common. Many say that authenticity is the real rare good in today’s luxury marketplace. Overwhelmed by the omnipresence of luxury and its homogenization, consumers are said to start looking for the genuine and unique, favoring smaller, more intimate and independent luxury brands. This study looks beyond well-known global players in the luxury marketplace, exploring the identities of independent niche luxury companies, their differentiating characteristics and in particular the role of authenticity.
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Publication type: Conference Paper
DOI : 10.15444/GFMC2017.03.08.01
ISSN: 2288-825X
URI: https://digitalcollection.zhaw.ch/handle/11475/12916
Appears in Collections:Publikationen School of Management and Law

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