Abstract
“Who would pay $300,000 for a handbag?” asks Au (2016) after a Himalayan Hermès Birkin bag was recently sold for this price at an auction in Hong Kong. Luxury seems to puzzle us and fascinate us at the same time. The myths surrounding luxury objects further contribute to their somewhat magical aura, which seems to lie beyond rational comprehension. What is it that creates this lure and desire for some consumers? And what do we know as marketers and managers about the fundamental principles that create luxury?
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2020 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Gurzki, H. (2020). Introduction. In: The Creation of the Extraordinary . Applied Marketing Science / Angewandte Marketingforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29538-7_1
Download citation
DOI: https://doi.org/10.1007/978-3-658-29538-7_1
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-29537-0
Online ISBN: 978-3-658-29538-7
eBook Packages: Business and ManagementBusiness and Management (R0)