publication . Book . 2011

Luxury as the opposite of vulgarity:a trio of perspectives on luxury brands

Reyneke, Mignon;
Open Access English
  • Published: 01 May 2011
  • Publisher: Luleå tekniska universitet
  • Country: Sweden
Abstract
This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives <br/>on luxury brands” considers luxury brands in a trio of contemporary contexts. <br/>Despite the academic research surrounding luxury brands being limited, the <br/>existent research most often studies luxury brands in a traditional retail context. <br/>That is, luxury is viewed from a perspective where the products are sold in <br/>luxury retail stores. However, the landscape that these brands function within <br/>has changed significantly in the last decade as a result of the rise in Internet <br/>usage, the ever increasing effect of social media on consumer behaviour, and <b...
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