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Other Papers on :Marketing Dissertations

P/M/560. Development of luxury brand awareness

(2005, 5000 words)

The dissertation aims to investigate the process of developing brand awareness focusing on international luxury brands. The review of literature touches upon the methods of consumer surveying, taxes on luxury items, awareness and purchase indicators, etc. The data of a research survey of luxury goods consumption conducted in the USA is analyzed highlighting managerial implications of the findings. Conclusions are made about the tools that help companies to diagnose the competitive strength of their brands.



 
   
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