Abstract
Luxury brands, such as Louis Vuitton and Hermès, are among the most valuable and renowned global brands (Interbrand, 2018). A large part of their value stems from the symbolic value they have built systematically over time. This symbolic value has also enabled luxury firms to grow in a broad range of diverse categories (Albrecht et al., 2013a).
This section is based on Gurzki, H., Schlatter, N. and Woisetschläger, D. M. (2019), “Crafting Extraordinary Stories: Decoding Luxury Brand Communications,” Journal of Advertising, 40 (3), 401–414.
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). The Meaning of Luxury: Decoding Luxury Brand Communications. In: The Creation of the Extraordinary . Applied Marketing Science / Angewandte Marketingforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29538-7_5
Download citation
DOI: https://doi.org/10.1007/978-3-658-29538-7_5
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)