REVIEW PAPER
WARTOŚCI MARKI LUKSUSOWEJ I ICH ZNACZENIE W PROCESIE KSZTAŁTOWANIA LUKSUSOWEGO CHARAKTERU PRODUKTU
 
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UNIWERSYTET GDAŃSKI
Online publication date: 2017-03-31
Publication date: 2017-03-31
 
NSZ 2017;12(1):169–182
 
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ABSTRACT
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.
 
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