Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Reference13 articles.
1. For a number of practical perspectives, see the September 17, 2007 special issue of Fortune on luxury branding.
2. For an excellent prescriptive review of luxury branding in the fashion sector, see Okonkwo, U. (2007) Luxury Fashion Branding: Trends, Tactics, and Techniques. New York, NY: Palgrave Macmillan.
3. Silverstein, M. J. and Fiske, N. (2003) Trading Up: The New American Luxury. USA: Penguin Group.
4. Keller, K. L. and Webster Jr, F. E. (2008) Marketing Balance: Finessing Marketing Trade-Offs. Working paper, Tuck School of Business, Dartmouth College.
5. For a review of brand equity measurement issues, see Keller, K. L. (2006) Measuring Brand Equity. In: R. Grover and M. Vriens (eds.) Handbook of Marketing Research – Do's and Don'ts, Sage Publications, pp. 546–568.
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