Browsing by Subject "Luxury products"

Now showing items 1-3 of 3

    • Hype marketing: supreme 

      Pandiya, Kangana; Gupta, Shashwat (Indian Institute of Management Ahmedabad, 2021-12-14)
      Hype marketing comprises generating a massive buzz and interest in the brand and high expectations for its product launch. We would like to focus on Supreme specifically, to understand how it creates hype and why it is ...

    • Sustainability in luxury marketing 

      Chandekar, Dwitiya D; Soni, Rohan (Indian Institute of Management Ahmedabad, 2023-08-14)
      Luxury consumers are a niche segment in emerging markets like India and the meaning of luxury is different for different consumers. The most commonly perceived meaning of luxury goods is highly priced, non-affordable, ...

    • Understanding acceptance of luxury products over an online medium vis-à-vis offline channel 

      Parmeshwar, Vivek; Nistane, Rasika (Indian Institute of Management Ahmedabad, 2021-12-14)
      Luxury products are an experience as the utility of the product is just one of the reasons for purchase for many. The experience is created by the brand value, societal status symbol, touch and feel of the product, royal ...