Brand Management of Luxury Goods

Brand Management of Luxury Goods

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qThis study is focused on understanding the concept of qluxuryq in the choice of cars in Germany. Therefore it has a closer look at the luxury brands and the luxury customer. The author researches and analyses the concept of qluxuryq in the choice of car brands with a closer look at BMW and Mercedes in Germany. The author has chosen these two brands, because they are the most luxurious German brands and represent best the model of luxury brands.q--Abstract.In the research of the three authors about a€œexamining ownera#39;s personal values in addition to their evaluations of car attributesa€ (Sukhdial, ... Furthermore comfort and low maintenance cost were not that important related to a luxury car. Whereasanbsp;...

Title:Brand Management of Luxury Goods
Author: Nicole Fich
Publisher:GRIN Verlag - 2011-08

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