Книга: Marcelo Royo-Vela and Eileen Voss «Downward price-based brand line extensions in the luxury goods market»
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Производитель: "LAP Lambert Academic Publishing" Line extensions of existing brands are a strategy used more and more by companies to maximise the ability to reach differentiated consumer segments with minimized cost while leveraging the equity of the brand. This book tries, in the first place to examine the underlying motivations why consumers buy luxury goods, how the luxury concepts of brands are perceived by consumers and whether the consumers are able to match their own personality to that of the brand in order to portray their own image to the society- the so called self-concept congruence. These concepts are examined in order to evaluate whether a downward price-based line extensions in the luxury goods market has any negative effect on them. By conducting focus group and in-depth interviews in Germany it was tried to filter out how brand concepts of luxury brands are perceived before and after a line extension. This book reveals that crucial aspects for the evaluation of downward price-based line extensions are the... ISBN:9783659130106 Издательство: "LAP Lambert Academic Publishing" (2012)
ISBN: 9783659130106 |
См. также в других словарях:
china — /chuy neuh/, n. 1. a translucent ceramic material, biscuit fired at a high temperature, its glaze fired at a low temperature. 2. any porcelain ware. 3. plates, cups, saucers, etc., collectively. 4. figurines made of porcelain or ceramic material … Universalium
China — /chuy neuh/, n. 1. People s Republic of, a country in E Asia. 1,221,591,778; 3,691,502 sq. mi. (9,560,990 sq. km). Cap.: Beijing. 2. Republic of. Also called Nationalist China. a republic consisting mainly of the island of Taiwan off the SE coast … Universalium
United States — a republic in the N Western Hemisphere comprising 48 conterminous states, the District of Columbia, and Alaska in North America, and Hawaii in the N Pacific. 267,954,767; conterminous United States, 3,022,387 sq. mi. (7,827,982 sq. km); with… … Universalium
japan — japanner, n. /jeuh pan /, n., adj., v., japanned, japanning. n. 1. any of various hard, durable, black varnishes, originally from Japan, for coating wood, metal, or other surfaces. 2. work varnished and figured in the Japanese manner. 3. Japans,… … Universalium
Japan — /jeuh pan /, n. 1. a constitutional monarchy on a chain of islands off the E coast of Asia: main islands, Hokkaido, Honshu, Kyushu, and Shikoku. 125,716,637; 141,529 sq. mi. (366,560 sq. km). Cap.: Tokyo. Japanese, Nihon, Nippon. 2. Sea of, the… … Universalium
