Essays about: "luxury brand marketing"

Showing result 21 - 25 of 40 essays containing the words luxury brand marketing.

  1. 21. The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept

    University essay from Stockholms universitet/Företagsekonomiska institutionen

    Author : Walita Yaro; [2016]
    Keywords : Consumer Behavior; Self-Concept; Brand Image; Brand Personality; Luxury Brands; Fashion;

    Abstract : The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. READ MORE

  3. 22. Real-time marketing effects on brand in social media

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Therese Bengtsson; Daniel Håkansson; [2015]
    Keywords : RTM; newsjacking; brand equity; brand awareness; content; engagemen;

    Abstract : Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. READ MORE

  4. 23. Getting Labeled : The Influence of Brand Prominence among Generation Y Consumers

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Carina Kradischnig; [2015]
    Keywords : Brand Prominence; Conspicuous Consumption; Costly Signaling; Generation Y; Luxury Marketing;

    Abstract : Background: Since the early 1990s, the market for luxury goods has been growing at an unprecedented pace (Granot et al., 2013). Formerly exclusively targeting the richest of the rich, nowadays luxury products are aiming at a broader and considerably younger customer base, the Generation Y (Truong, 2010). READ MORE

  5. 24. Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments?

    University essay from Högskolan i Halmstad/Centre for International Marketing and Entrepreneurship Research (CIMER)

    Author : Maria Erlandsson; Elin Forslund; [2015]
    Keywords : Fashion; Intermediary Luxury; Brand Identity; Brand Image; User Imagery; Self-image Congruence;

    Abstract : Title: Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments? Authors: Elin Forslund and Maria Erlandsson Supervisor:Ulf Aagerup Level: Bachelor thesis in marketing (15 ECTS). Spring 2015. READ MORE

  6. 25. The Paradox of Luxury : A perspective on luxury value and consumer behavior

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Philip Lundén; Oscar Modig; [2015]
    Keywords : Luxury value; consumer behavior; contextual value; concept of luxury; marketing and luxury clothing.;

    Abstract : There must be a human factor to explain the lack of logic in luxury consumption. This irrational behavior is subject to explanation in this thesis, using values to map a framework where hopefully, conclusions can be drawn regarding how values drive people to consume luxury clothing. READ MORE