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Marketing & Branding

Edited by Victoria Stowe

There are numerous instances of companies that have failed or ignored the proper implementation of global marketing research resulting in their inability to successfully launch a product or service into the global market.

What is luxury? Can a fashion luxury brand influence consumer decision-making process in choosing a brand? Why a brand image congruency is vital for a brand successful longevity on a luxury fashion market?  These questions I will attempt to research in this paper, or at least try to evoke some rational assumptions on these salient questions for marketers in the fashion brand management field.