Abstract
Luxury brands, such as Louis Vuitton and Hermès, are among the most valuable and renowned global brands (Interbrand, 2018). A large part of their value stems from the symbolic value they have built systematically over time. This symbolic value has also enabled luxury firms to grow in a broad range of diverse categories (Albrecht et al., 2013a).
This section is based on Gurzki, H., Schlatter, N. and Woisetschläger, D. M. (2019), “Crafting Extraordinary Stories: Decoding Luxury Brand Communications,” Journal of Advertising, 40 (3), 401–414.
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Gurzki, H. (2020). The Meaning of Luxury: Decoding Luxury Brand Communications. In: The Creation of the Extraordinary . Applied Marketing Science / Angewandte Marketingforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29538-7_5
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DOI: https://doi.org/10.1007/978-3-658-29538-7_5
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