Counterfeiting of Luxury Brands: Opportunity beyond the Threat

Silvia Grappi (), Ilaria Baghi (), Bernardo Balboni () and Veronica Gabrielli ()
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Ilaria Baghi: Dipartimento di Comunicazione eEconomia
Veronica Gabrielli: Dipartimento di Comunicazione eEconomia

Chapter 17 in Luxury Marketing, 2013, pp 295-315 from Springer

Abstract: Zusammenfassung Luxury has traditionally been associated with exclusivity, status and quality. During the seventeenth century, luxury was found in extraordinary commodities, such as rare pearls, perfumes, and spices from the Caribbean. During the nineteenth, with the rise of world trade, the concept of luxury became attached to the products of great craftsmen: ChristianDior, Louis Vuitton, Gucci. More recently, in the industrialized world, luxury has increasingly been perceived in terms of the brand: carefully crafted symbols which go beyond the material to invoke a world of dreams, images and signs [5].

Keywords: Brand Equity; Brand Personality; Potential Consumer; Luxury Good; Brand Management (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-4399-6_17

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DOI: 10.1007/978-3-8349-4399-6_17

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