Abstract
Sports have always been a privileged tool or vector exploited by most brands in order to communicate their image, looking for notoriety, awareness and visibility. When used in the right configuration, sport, synonymous with dynamism, physical prowess, aesthetics and health, seems to represent a real opportunity for brands to promote their goods and services, and to create a buzz, with one of the biggest effective reaches and one of the biggest audiences.
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© 2013 Ivan Coste-Manière, Anna Hoarau and Cedric Laforge
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Coste-Manière, I., Hoarau, A., Laforge, C. (2013). Polo As A Vehicle For Communicating Luxury. In: Hoffmann, J., Coste-Manière, I. (eds) Global Luxury Trends. Palgrave Macmillan, London. https://doi.org/10.1057/9781137287397_14
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DOI: https://doi.org/10.1057/9781137287397_14
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-44968-2
Online ISBN: 978-1-137-28739-7
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