Key Components of Luxury Fashion Brand Identity

Date
2016-11-10
Authors
Kim, Sooyeon
Hwang, Jinsook
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Research Projects
Organizational Units
Journal Issue
Series
Department
Abstract

It is crucial to understand the brand identity as a corporate strategy, and various dimensions and elements of luxury fashion brand identity perceived by consumers at the brand-consumer interface. Therefore it would be meaningful to have in-depth interviews with professional brand managers from prestigious luxury labels to determine the key components to the brand identity of a luxury fashion brand.

Comments
Description
Keywords
Citation
DOI
Source