2013 | OriginalPaper | Chapter
Personal Selling for Luxury Brands
The Effect of Cognitive and Affective Influence Strategies on Customer Value Perceptions
Authors : Dr. Jan Wieseke, Michael Mauer, Sascha Alavi
Published in: Luxury Marketing
Publisher: Gabler Verlag
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The rise of purchasing power among the consumers in the industrialized countries results in an increasing demand for luxury goods and a sustainable growth of the luxury sector. This trend persists and can barely be slowed down by recessions or financial crisis [22]. These long term changes in the luxury market require luxury brands to develop radically new strategies to cope with the new situation.