Luxury marketing: a challenge for theory and practice

The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury.

In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behaviour.

This handbook provides a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management.