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Luxury Brands in the Digital Age – the Trust Factor

In: Luxury Marketing

Author

Listed:
  • Meng-Shan Wu
  • Cheng-Hao Chen

    (Oxford Brookes University Wheatley)

  • Isabella Chaney

Abstract

Zusammenfassung Luxury brand marketing has been suggested as one of the fastest growing industries [49] with several research institutions routinely reporting on the market emphasising its considerable value. In a Verdict report, it is predicted that the global market for luxury branded goods will be worth £225bn by 2012 [14]. Until recently luxury brands were the preserve of affluent people from privileged backgrounds but with rising incomes and availability of credit, luxury brands have become more affordable to a wider range of consumers than previously [47], [48].

Suggested Citation

  • Meng-Shan Wu & Cheng-Hao Chen & Isabella Chaney, 2013. "Luxury Brands in the Digital Age – the Trust Factor," Springer Books, in: Klaus-Peter Wiedmann & Nadine Hennigs (ed.), Luxury Marketing, edition 127, chapter 12, pages 207-219, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-4399-6_12
    DOI: 10.1007/978-3-8349-4399-6_12
    as

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