THE REALITY OF LUXURY BRANDS

Adriana Vintean
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Adriana Vintean: Lucian Blaga University of Sibiu

Revista Economica, 2019, vol. 71, issue 3, 124-135

Abstract: The paper aims at demonstrating through published information and survey the importance and impact of luxury brands on clients on different markets. Their attributes, a complicated management and convincing strategies make them unique and desired. Unfortunately, counterfeit comes as a warning that entails the dilution of the brand and the examples are proving this. The outcome regards the future of luxury brands as a new class of consumers addicted to the digital is emerging causing the dilution of the brands. Nevertheless, luxury brands will remain a reality due to the increasing purchasing power that will always exist in the world.

Keywords: exclusiveness; luxury consumer; developing markets; counterfeit; purchasing power (search for similar items in EconPapers)
JEL-codes: Y9 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:blg:reveco:v:71:y:2019:i:3:p:124-135

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