THE REALITY OF LUXURY BRANDS

VINTEAN Adriana , Lucian Blaga University of Sibiu

Abstract:
The paper aims at demonstrating through published information and survey the importance and impact of luxury brands on clients on different markets. Their attributes, a complicated management and convincing strategies make them unique and desired. Unfortunately, counterfeit comes as a warning that entails the dilution of the brand and the examples are proving this. The outcome regards the future of luxury brands as a new class of consumers addicted to the digital is emerging causing the dilution of the brands. Nevertheless, luxury brands will remain a reality due to the increasing purchasing power that will always exist in the world.

Keywords: exclusiveness, luxury consumer, developing markets, counterfeit, purchasing power

JEL Classification: Y9

Volume: 71, Issue: 3

Pages: 124 - 135

Publication date: November, 2019

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/71310vintean.pdf

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