In contemporary markets the consumption process is no longer oriented to a simple functional satisfaction of consumers but becomes meaning-based as brands are considered to be symbolic resources supporting the construction of customers’ identities (Elliot and Wattanasuwan 1998).

Pini, F. (2017). A narrative approach to luxury brands. In E. Rigaud-Lacresse, F.M. Pini (a cura di), New Luxury Management (pp. 69-83). Springer Nature [10.1007/978-3-319-41727-1_5].

A narrative approach to luxury brands

PINI, FABRIZIO
2017

Abstract

In contemporary markets the consumption process is no longer oriented to a simple functional satisfaction of consumers but becomes meaning-based as brands are considered to be symbolic resources supporting the construction of customers’ identities (Elliot and Wattanasuwan 1998).
Capitolo o saggio
Brand Identity; Brand Owner; Brand User; Luxury Brand; Touch Point;
luxury; brand; narratives; fashion; marketing; brand management; storytelling
English
New Luxury Management
Rigaud-Lacresse, E; Pini, FM
2017
3319417266
Springer Nature
69
83
Pini, F. (2017). A narrative approach to luxury brands. In E. Rigaud-Lacresse, F.M. Pini (a cura di), New Luxury Management (pp. 69-83). Springer Nature [10.1007/978-3-319-41727-1_5].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/147951
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