The Meaning of Luxury: Decoding Luxury Brand Communications
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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).
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