ITAA-KSCT Joint Symposium

Key Components of Luxury Fashion Brand Identity

Authors
  • Sooyeon Kim (Konkuk University)
  • Jinsook Hwang (Konkuk University)

Abstract

It is crucial to understand the brand identity as a corporate strategy, and various dimensions and elements of luxury fashion brand identity perceived by consumers at the brand-consumer interface. Therefore it would be meaningful to have in-depth interviews with professional brand managers from prestigious luxury labels to determine the key components to the brand identity of a luxury fashion brand.

How to Cite:

Kim, S. & Hwang, J., (2016) “Key Components of Luxury Fashion Brand Identity”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

Downloads:
Download pdf
View PDF

280 Views

88 Downloads

Published on
10 Nov 2016
Peer Reviewed