Customer, customer perception, brand, brand heritage, covid-19, quality, history, France, USA United States of America, Kuwait, china, socio-cultural factors, Hugo Boss, Cartier, Chanel
Our mission was to find out if brand heritage is truly a purchase driver for luxury, because many would initially say yes. Of course, this is a pillar of luxury. Well, yes it is and luxury could not exist without it, but we got some interesting results about what consumers think about brand heritage and if the heritage (storytelling, history) drives them to make a luxury purchase.
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
