Grigorian, Vadim; Petersen, Francine Espinoza - European School of Management and Technology (ESMT) - 2014
In luxury brand management, experiences are essential. However, most of what we know about designing customer … specific approach to brand management. Using a grounded theory approach, we present a framework consisting of seven principles … traditional frameworks of brand management. By compiling best practices and the commonalities amongst the interviewed companies …