This paper develops a multi-disciplinary measure of the brand signature construct by means
of literature review and primary data analysis. This study explains that brand signature …

This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer
evaluations. The research addresses two questions:(1) what are the factors that influence …

Following a broader perspective in exploring customer perceptions of and motives for
purchasing luxury brands, it is not sufficient to explain the whole picture of luxury …

The benefits which market segmentation offers are well established, yet businesses
continue to report implementation difficulties. Many complain about a paucity of practical …

Integrated Marketing Communications Page 1 Integrated Marketing Communications David
Pickton Amanda Broderick www.booksites.net/pickton second edition CD Page 2 Integrated …

In view of the dynamic growth in the luxury market and the availability of luxury goods to a
wider range of consumers than ever before, the luxury market has transformed from its …

Purpose Nowadays, more and more Chinese consumers purchase luxury goods on live
streaming platforms. However, the existing literature rarely focuses on this emerging …

Sport now has to compete for the consumer dollar with a vast array of leisure activities online
as well as offline. Successful sport marketing is the result of carefully structured planning …

An historical review of research in three major sub‐fields within marketing: market structure
and segmentation, market networks and interfirm relationships, and market orientation and …

The purpose of this research was to examine the antecedents and consequences of brand
prestige in the luxury cruise industry in order to provide luxury cruise managers with …