ARTYKUŁ PRZEGLĄDOWY
WARTOŚCI MARKI LUKSUSOWEJ I ICH ZNACZENIE W PROCESIE KSZTAŁTOWANIA LUKSUSOWEGO CHARAKTERU PRODUKTU
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UNIWERSYTET GDAŃSKI
 
 
Data publikacji online: 31-03-2017
 
 
Data publikacji: 31-03-2017
 
 
NSZ 2017;12(1):169-182
 
SŁOWA KLUCZOWE
DZIEDZINY
STRESZCZENIE
Luksus jest pojęciem budzącym żywe dyskusje wśród przedstawicieli wielu nauk. Niejed­noznaczność i względność tego pojęcia wpływają na postrzeganie luksusowego charakteru produktu, a w konsekwencji również cech jego marki. Dla praktyków działających w tym obszarze istotne wy­daje się poznanie kluczowych czynników wpływających na percepcję luksusowego charakteru marki. Wiedza ta jest bowiem niezbędna dla stworzenia skutecznej strategii marketingowej. Celem artykułu jest analiza atrybutów istotnych z punktu widzenia nauki oraz praktyki, które decydują o luksusowym charakterze marki.
 
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