Luxury branding in B2B
Author:
Affiliation:
1. Department of Management, University of Bergamo, Bergamo, Italy
2. Birmingham Business School, University of Birmingham, Edgbaston, UK
3. School of Business Administration, American University of Sharjah, Sharjah, United Arab Emirates
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0965254X.2023.2214143
Reference60 articles.
1. Cultural Influence on Luxury Value Perceptions: Collectivist vs. Individualist Luxury Perceptions
2. How multiple strategic orientations impact brand equity of B2B SMEs
3. The power of emotional value: Moderating customer orientation effect in professional business services relationships
4. Bain & Company. (2021, May 17). Global personal luxury goods market on track for recovery. Bain. Retrieved February 20, 2023, from: https://www.bain.com/about/media-center/press-releases/2021/Global-personal-luxury-goods-market-on-track-for-recovery/
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