Luxury brands pursuing lifestyle positioning : effects on willingness to pay
Year of publication: |
2019
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Authors: | Massara, Francesco ; Porcheddu, Daniele ; Melara, Robert D. |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 3, p. 291-303
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Subject: | Luxury brands | Lifestyle advertising | Product-centered advertising | Abstractness | Brand familiarity | Willingness to pay | Markenartikel | Brand | Luxusgüter | Luxury goods | Zahlungsbereitschaftsanalyse | Lebensstil | Lifestyle | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbung | Advertising | Werbewirkung | Advertising effects |
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