Jean-Noël Kapferer

HEC Paris - Marketing

Paris

France

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Scholarly Papers (1)

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The Impact of Increased Brand Penetration on Luxury Desirability: A Dual Effect

Journal of Brand Management, Vol. 25, Issue 5, 2018
Number of pages: 12 Posted: 17 Sep 2018
Jean-Noël Kapferer and Pierre Valette-Florence
HEC Paris - Marketing and University of Geneva
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Abstract:

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Luxury, Prestige, Brand equity, Rarity, Conspicuous, Desirability, PLS