Guntupalli, Sreelatha; Misra, Rhizu Krishna; Agnihotri, … - In: Technology-Driven Market Transformations for Digital …, (pp. 57-92). 2025
In a globalized marketplace, luxury brands must balance exclusivity with cultural sensitivity to thrive across diverse consumer landscapes. This chapter examines the intersection of luxury branding and cross-cultural marketing, using Hofstede's Cultural Dimension Theory to decode regional...