Artification in Luxury Fashion: Enhancing Brand Identity and Engaging Young Generations
ESPOSITO Annamaria

How Guilt and Anticipated Regret Influence Brand Loyalty in Luxury Consumption
GUZMáN Francisco, LóPEZ Carmen, OROZCO-GOMEZ Margarita

Marketing of Ultra-Luxury Brands: How Can Brands Motivate Rich Consumers?
KROHMER Harley, HEDIGER Andreas, PLOCIENNIK Thomas

Brands and myths: from Coco Chanel, the Kelly Bag and a Panthère – Classification of myths of valuable luxury brands
WELLENDORFF Franziska, FASTOSO Fernando, HENSEL Thomas