Description
Luxury marketing is becoming more significant in marketing research and practice, and the number of publications in journals and books is increasing and remarkable. Luxury brands are becoming more commonplace, which could lead to a struggle for the luxury sector due to its continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of "masstige" (mass prestige) brands. The academic field is also prone to confusion about the concept of luxury, where researchers often encounter difficulties and confusion between three concepts: upmarket products, expensive products, and luxury products. Sustainable luxury marketing through a cross-cultural perspective involves tailoring marketing strategies for luxury brands that not only emphasize the exclusivity and high quality of their products but also integrate sustainable practices and resonate with diverse cultural values and norms across different markets.
Objectives
>The edited book's aim is to uncover several ongoing trends that pertain to sustainable luxury and masstige marketing from a cross-cultural viewpoint. The book's aim is to assess how immersive technologies are being incorporated by luxury brands and how it impacts their relationships with consumers
Target audience
This publication is an important reference source for academics and researchers in marketing, undergraduate students, postgraduate students, consultants, technology developers and policymakers interested in exploring the aread of sustainable luxury and masstige Marketing. The call will be available, though specific professional networks, conferences, research groups, website announcements, list‐servers and other venues.