www.elsevier.com/locate/bushor How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension Mergen Reddy a‚ Nic Terblanche b‚ Leyland Pitt c‚*‚ Michael Parent c a Capgemini Consulting‚ P.O. Box 785827‚ Sandton‚ 2146‚ South Africa Stellenbosch University‚ Private Bag X1‚ Matieland‚ 7602‚ South Africa c Segal Graduate School of Business‚ Simon Fraser University‚ 500 Granville Street‚ Vancouver‚ BC V6C 1W6‚ Canada b KEYWORDS Luxury brands; Brand extensions; Degree of adjacency;
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In the article "A Mild Defense of Luxury"‚ James Twitchell paints a vivid picture of how luxury is perceived. He gives us a close snapshot about how we fell about luxury in our society. Our society has defined so many materials like clothing‚ liquor‚ appliances‚ furniture‚ etc.‚ that we have created our own standard when compared to what luxury should be and how can we attain it. Many years we classified what is considered luxury by having majestic homes and servants. What a big difference
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Gasoline-engine management Gasoline Fuel-Injection System K-Jetronic Technical Instruction Published by: © Robert Bosch GmbH‚ 2000 Postfach 30 02 20‚ D-70442 Stuttgart. Automotive Equipment Business Sector‚ Department for Automotive Services‚ Technical Publications (KH/PDI2). Editor-in-Chief: Dipl.-Ing. (FH) Horst Bauer. Editorial staff: Dipl.-Ing. Karl-Heinz Dietsche‚ Dipl.-Ing. (BA) Jürgen Crepin. Presentation: Dipl.-Ing. (FH) Ulrich Adler‚ Joachim Kaiser‚ Berthold Gauder‚ Leinfelden-Echterdingen
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Statement of Need Bliss Hotels has fallen behind the times in their lack of a mobile application. Use of mobile applications has boomed in recent years due to the increase of smart phones. Consistent with this boom has been an increase in the number of mobile applications‚ specifically in the hotel industry. Hotels are the perfect businesses to offer mobile applications to their guests. One thing that every guest has in common is that they are traveling. A traveling guest will surely find ease
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PFC _______ Integrity As Dwight D. Eisenhower once said‚ “The supreme quality for leadership is unquestionably integrity. Without it‚ no real success is possible‚ no matter whether it is on a section gang‚ a football field‚ in an army‚ or in an office.” Integrity is‚ in my opinion the most important of the seven army values. Integrity is a deeply-rooted basis for all ethically involved matters. Integrity is an underlying principle of success‚ of relationships both personal and professional‚ and
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Luxury consumer behavior in Mainland China: What exists behind the facade of new wealth? By Pierre Xiao LU China recently became the world’s second largest market for luxury goods with an annual increase of more than 30% in 2010‚ even surpassing Japan. Further estimates predict that China will become the largest upscale product and consumer goods market in the world. How does a country with an average GDP per capita of $3‚800 USD‚ and classified behind 105 in the world ranking possess such a strong
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Conspicuousness of luxury brands In a social set-up‚ consumers tend to behave in a competitive manner such that they settle for the luxuries that would make them conspicuous among their peers and put them on a higher social platform or status. This social behavior is innate in most people. People behave in a manner that seek self-worth‚ glory‚ dignity‚ or simply classy. The attribute of most people to seek class determine their choice of luxury brand. They tend to go for products that are unique
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Consumer Behavior Mon 1-5pm Book Report Deluxe: How Luxury Lost its Luster Deluxe: How luxury lost its luster‚ by Dana Thomas‚ brings a hard hitting‚ raw look at the world of luxury and the mass demand of luxury that has occurred. The book was published by the Penguin Group in 2007. Luxury is defined by Thomas as truly special‚ and was only available to the aristocratic world of wealth and old money in western culture. Luxury signified an experience and lifestyle that denotes royalty‚
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Management October 15‚ 2013 1. When determining what his obligations are to his subordinate‚ Kevin Pfeiffer‚ what decision would Antonio Melendez most likely reach if he applied the utilitarian approach to decision making? What conclusions would probably result if he employed the individualism approach? If Antonio Melendez uses utilitarian approach he would have thought of the coemployers and growth of the company and consequences to face and go ahead. But if instead of that‚ he uses individualism
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Luxury brands during times of recession A question of survival Universally‚ luxury items are considered to be items of great prestigious value‚ and their possession has satisfied people worldwide. In the last three decades particularly‚ consumers have enjoyed a higher level of disposable income than ever before‚ and as a result luxury brands have prospered greatly. However‚ in times of economic crisis luxury brands face the challenge of having their brands perceived value becoming dangerously
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