Legendary luxury brands: inventing the future by reaching to the past
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DOI: 10.1007/s13162-021-00207-x
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- Kumar, Nirmalya & Scheer, Lisa & Kotler, Philip, 2000. "From market driven to market driving," European Management Journal, Elsevier, vol. 18(2), pages 129-142, April.
- Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
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Keywords
Luxury; Branding; Market orientation; Competitive advantage;All these keywords.
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