Why did you do that?: luxury brands surviving economic crisis
Date
2017
Authors
Worrell, Jennifer, author
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Journal ISSN
Volume Title
Abstract
The Global Financial Crisis of 2007-2010 shook the world. The luxury sector was previously thought to be impervious to economic decline because of its non-cyclical nature (Som & Blanckaert, 2015). However, research has shown that the luxury market was not immune to economic downturn (Halliburton & Kellner, 2011). Relatively few studies have been done about the luxury market brand management during times of economic crisis (Cavender & Kincade, 2014). This exploratory multiple-case study will seek to uncover how and why luxury fashion brand leaders choose brand management strategies during economic crisis.
Description
Includes bibliographical references.
Rights Access
Subject
luxury
brand management
crisis