The Meaning of Luxury: Decoding Luxury Brand Communications
- 479 Downloads
Luxury brands, such as Louis Vuitton and Hermès, are among the most valuable and renowned global brands (Interbrand, 2018). A large part of their value stems from the symbolic value they have built systematically over time. This symbolic value has also enabled luxury firms to grow in a broad range of diverse categories (Albrecht et al., 2013a).
Unable to display preview. Download preview PDF.