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Luxury branding below the radar

Luxury branding below the radar

Wilson, Jonathan, Eckhardt, Giana and Belk, Russell (2015) Luxury branding below the radar. Harvard Business Review. pp. 26-27. ISSN 0017-8012

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For nearly a decade marketers have been talking about the rise of “inconspicuous consumption”: elite consumers’ growing affinity for discreet rather than traditionally branded luxuries.

Item Type: Article
Additional Information: Article prepared in two distinct versions. [1] Originally published online on 01/09/15 <>. [2] Complete text published in the September issue of the print version of the journal.
Uncontrolled Keywords: Branding, Brands, Luxury Branding, Inconspicuous Consumption, Conspicuous Consumption, Consumer Behaviour, Globalisation, Class, Status, China, Jumeira Group, Shanghai Tang, Tom Ford
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 01 May 2018 09:00
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: GREAT b
Selected for GREAT 2019: None
Selected for REF2021: None

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