The impact of brand penetration and awareness on luxury brand desirability : a cross country analysis of the relevance of the rarity principle

The global market for luxury brands has witnessed sustained growth in the last two decades, driven by purchases from emerging economies such as China and rising upper middle classes. Because luxury is associated with rarity and exclusivity, fears arise about whether continued growth might dilute the...

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Bibliographic Details
Published in:Journal of business research 2018-02, Vol.83, p.38-50
Main Authors: Kapferer, Jean-Noel, Valette-Florence, Pierre
Format: Article
Language:English
Subjects:
Business administration
Humanities and Social Sciences
Online Access:Get full text
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