Klaus Heine

East China Normal University (ECNU) - School of Business

Shanghai 200041

China

SCHOLARLY PAPERS

2

DOWNLOADS

2

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (2)

1.

Is Luxury Expensive?

Journal of Brand Management, Vol. 25, Issue 5, 2018
Number of pages: 13 Posted: 17 Sep 2018
Michel Gutsatz and Klaus Heine
China Europe International Business School (CEIBS) and East China Normal University (ECNU) - School of Business
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Abstract:

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Luxury branding, Pricing strategies, Prestige, Conspicuous consumption, Veblen effect

2.

Personality-Driven Luxury Brand Management

Journal of Brand Management, Vol. 25, Issue 5, 2018
Number of pages: 14 Posted: 17 Sep 2018
East China Normal University (ECNU) - School of Business, ESC Rennes School of Business, Harvard University - Business School (HBS) and East China Normal University (ECNU)
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Abstract:

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Luxury branding, Brand identity, Brand personality, Anthropomorphization