Personal Selling for Luxury Brands

The Effect of Cognitive and Affective Influence Strategies on Customer Value Perceptions
  • Jan Wieseke
  • Michael Mauer
  • Sascha Alavi


The rise of purchasing power among the consumers in the industrialized countries results in an increasing demand for luxury goods and a sustainable growth of the luxury sector. This trend persists and can barely be slowed down by recessions or financial crisis [22]. These long term changes in the luxury market require luxury brands to develop radically new strategies to cope with the new situation.


Information Exchange Manufacturer Brand Brand Personality Personal Selling Power Holder 
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Jan Wieseke
    • 1
  • Michael Mauer
    • 2
  • Sascha Alavi
    • 3
  1. 1.BochumGermany
  2. 2.BochumGermany
  3. 3.CharlotteUSA

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