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antecedents Tagged Articles
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Middle-aged consumers & luxury consumption
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| For every youthful consumer there is a middle-aged one with more money (and more credit) to spend who would rather like to be noticed too. How does this consumer segment consume luxury goods? What do they associate with? Using the examples of present communication strategies adopted by luxury product marketers and an empirical study, this article argues how they are missing an opportunity and provides managers with a novel way to market their luxury brands, focusing on how middle-aged consumers associate themselves with these brands. |
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