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Luxury Brands in the Digital Age – the Trust Factor

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Luxury Marketing

Zusammenfassung

Luxury brand marketing has been suggested as one of the fastest growing industries [49] with several research institutions routinely reporting on the market emphasising its considerable value. In a Verdict report, it is predicted that the global market for luxury branded goods will be worth £225bn by 2012 [14]. Until recently luxury brands were the preserve of affluent people from privileged backgrounds but with rising incomes and availability of credit, luxury brands have become more affordable to a wider range of consumers than previously [47], [48].

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Author information

Authors and Affiliations

  1. Rhul, Egham Hill, TW20 OEX, Egham, United Kingdom

    Meng-Shan Wu & Isabella Chaney

  2. Oxford Brookes University Wheatley, OX33 IHX, Oxford, United Kingdom

    Cheng-Hao Chen

Authors
  1. Meng-Shan Wu
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  2. Cheng-Hao Chen
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  3. Isabella Chaney
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Correspondence to Meng-Shan Wu .

Editor information

Editors and Affiliations

  1. Leibniz Universität Hannover, Institut für Marketing und Management, Königsworther Platz 1, Hannover, 30167, Germany

    Klaus-Peter Wiedmann

  2. Leibniz Universität Hannover, Institut für Marketing und Management, Königsworther Platz 1, Hannover, 30167, Germany

    Nadine Hennigs

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Wu, MS., Chen, CH., Chaney, I. (2013). Luxury Brands in the Digital Age – the Trust Factor. In: Wiedmann, KP., Hennigs, N. (eds) Luxury Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4399-6_12

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