the impact of the strategic advertising on luxury fashion brands with social influences

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ID: 195108
2013
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Abstract
It is well known that purchase of luxury fashion brands is strongly influenced by social needs such as the need for uniqueness and the need of conformity. The existence of these two competing social needs separates customers into two groups who exhibit different buying behaviors. This paper concerns the impacts of such social influences between different consumer groups on pricing and advertising strategies of luxury fashion brands with penalty of insufficient advertising. We start by considering different advertising allocation strategies and derive the corresponding local optimal pricing and advertising allocation policies, through which the global optimal policy that maximizes the company’s profit can be obtained. Important insights on strategic advertising for luxury fashion brands are discussed.
Reference Key
zheng2013mathematicalthe Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Jin-Hui Zheng;Bin Shen;Pui-Sze Chow;Chun-Hung Chiu
Journal journal of power sources
Year 2013
DOI
10.1155/2013/534605
URL
http://dx.doi.org/10.1155/2013/534605
Keywords
civil engineering (general)mathematics engineering (general)

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