DOAJ Open Access 2017

WARTOŚCI MARKI LUKSUSOWEJ I ICH ZNACZENIE W PROCESIE KSZTAŁTOWANIA LUKSUSOWEGO CHARAKTERU PRODUKTU

Wioleta DRYL Tomasz DRYL

Abstrak

Luxury is a concept arousing intense discussions among representatives of many sciences. The ambiguity and relativity of this concept affect the perception of the luxurious nature of the product, and consequently the characteristics of the brand. For practitioners acting in this area, it seems important to know the key factors influencing the perception of the luxury brand's character. This knowledge is in fact essential to develop an effective marketing strategy. This article aims to analyze the attributes relevant to the science and practices that determine the nature of the luxury brand.

Topik & Kata Kunci

Management. Industrial management Management information systems

Penulis (2)

Wioleta DRYL

Tomasz DRYL

Format Sitasi

APA MLA BibTeX

DRYL, W., DRYL, T. (2017). WARTOŚCI MARKI LUKSUSOWEJ I ICH ZNACZENIE W PROCESIE KSZTAŁTOWANIA LUKSUSOWEGO CHARAKTERU PRODUKTU. https://doi.org/10.37055/nsz/129459

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Informasi Jurnal

Tahun Terbit: 2017
Sumber Database: DOAJ
DOI: 10.37055/nsz/129459
Akses: Open Access ✓