Purpose – Luxury brands’ marketing efforts have traditionally focussed on developed nations since that has comprised the majority of consumer demand. However, double-digit growth in developing nations such as India and China, have attracted the attention of most luxury brand managers. Using...

Purpose The purpose of this paper is to review, update and suggest new approaches to estimate/determine market brand equity (MBE) impact based on additional brand investments in existing brands. The approach can be used by senior managers, replacing traditional return-on-investment (ROI)...

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