Creating and Sustaining customer value for UK luxury brands
Chhuon, Celine (2007) Creating and Sustaining customer value for UK luxury brands. [Dissertation (University of Nottingham only)] (Unpublished)
The global market for luxury goods has witnessed a dramatic growth over the last 20 years. Traditionally bought by the Western elite they are now increasingly bought by middle- and lower-income earners as well as being sought by those in emerging Asian markets. For luxury brand owners there is a paradox inherent in the marketing of luxury goods, which reflects managers conflicting goals of striving to obtain high volume sales while maintaining exclusivity for their brands in the face of counterfeiting, parallel imports, overextensions and adoption of brands by inappropriate consumer groups. Little has been written by practitioners or academics on the marketing of luxury goods.
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