Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands.

Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Celebrity Endorsement
Consumer Demand
Counterfeit Relationships
Cross-Cultural Markets
Digital Marketing
Feminization of Luxury
Innovation
Luxury Capitals
Marketing
Relationship Management
Social Media
Sustainability Marketing
Technological Personalization

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Editor/Author Biographies

Paula Rodrigues holds a Ph.D. in Management, in Faculty of Economics at the University of Porto, Portugal. She is an Associate Professor in Brand Management at the School of Economics and Management, Lusíada University - North, Portugal. Since 1995, she teaches Brand Management, Consumer Behaviour, Econometrics, Statistic, and Quantitative Methods at the Lusíada University - North. She has published several scientific papers, chapters, and books. Her on-going research projects concern consumer-brand relationships in the field of luxury, tourism and hospitality, and consumer goods.

Ana Pinto Borges holds a PhD in Economics at Faculty of Economics, University of Porto and the Economic Degree in Lusíada University - North. She is coordinating Professor at ISAG - European Business School (ISAG) since 2010, President of the Pedagogical Council since 2015 and has been the Executive Coordinator of the ISAG Research Center (NIDISAG) since 2014. She is one of the founding members of the Research Center in Business Sciences and Tourism (CICET). She is the author of more than 40 publications in scientific journals with peer review and indexed in the various international databases. The researcher has been participating in various national and international congresses and member of the Scientific Commissions and Organizing Committees in academic events. Editor and one of the founding members of the academic journal European Journal of Applied Business and Management (EJABM). She was consultant at Accenture in the financial area. Economist at the Portuguese Healthcare Regulation Authority since 2010.

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