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Brand Dynamics

La Rocca, Davide LU (2019) BUSN39 20191
Department of Business Administration
Abstract
The aim of this research is to combine the concepts of brand authenticity and brand heritage in order to generate a new theoretical understanding of luxury brands from a dynamic perspective. In this regard, the concepts of luxury, brand authenticity and brand heritage are functioning as three theoretical pillars in order to develop a new dynamic framework.
Please use this url to cite or link to this publication:
author
La Rocca, Davide LU
supervisor
organization
alternative title
Understanding luxury through heritage and authenticity
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
brand dynamics, luxury, authenticity, heritage, brand management
language
English
id
8989412
date added to LUP
2019-09-25 13:54:18
date last changed
2019-09-25 13:54:18
@misc{8989412,
  abstract     = {{The aim of this research is to combine the concepts of brand authenticity and brand heritage in order to generate a new theoretical understanding of luxury brands from a dynamic perspective. In this regard, the concepts of luxury, brand authenticity and brand heritage are functioning as three theoretical pillars in order to develop a new dynamic framework.}},
  author       = {{La Rocca, Davide}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brand Dynamics}},
  year         = {{2019}},
}