PL EN


2013 | 12 | 325-340
Article title

Wpływ tozsamości marki luksusowej na polityke cenową produktu

Authors
Title variants
EN
The impact of luxury brand identity on product pricing policy
Languages of publication
PL
Abstracts
EN
Basing the luxury product pricing policy, only on the assumption that the price has to be the highest amount a client is willing to pay, poses a number of challenges in front of enterprise. The consumer of the luxury product is very aware of his needs and expectations. He is ready to pay a higher price for the product, but is expecting to return, very specific values. Relying luxury brand strategy, only on high-priced, without enrichment offer to a sufficiently high level leads to market failure. The justification for the high price of the product may, however, be defined brand image, which is a consequence of appropriate policies shaping its identity. In the case of luxury goods, especially essential tool proves to be the emotional component of the brand identity.
Year
Issue
12
Pages
325-340
Physical description
Contributors
author
  • Uniwersytet Gdański, Wydział Zarządzania, Katedra Marketingu
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-c887f0dd-d641-4766-858b-15e536e60fc5
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