An analysis of the strategic management techniques of luxury fashion brands on how they influence perceptions and beliefs of the consumer?
Literature review topics:
2.1 How important is consumer-based brand equity?
2.1.1 Brand salience, resonance, and image
2.2 Hierarchy of effects theory
2.3 New Technology drives new innovation
2.4 The role of social media in marketing
2.4.1 Marketing communication
2.4.2 Integrated Marketing Communications
2.5 The perception in luxury fashion
