Prestige Marketing: Defining and Measuring Prestige in the Car Industry

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Title Prestige Marketing: Defining and Measuring Prestige in the Car Industry
Author Goodman, Mark Nicholas; Merrilees, Bill; Winzar, Hume Francis
Publication Title 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development
Editor Gabriel Ogunmokun, Rony Gabbay, & Janelle Rose
Year Published 2006
Place of publication Paris, France
Publisher Academy of World Business, Marketing and Management Development
Abstract Despite the size and growth of global prestige markets- the fact it is an extensively used term providing the focus for a vast amount of marketing literature in newspapers, magazines, trade journals and on the Internet- prestige to date has attracted only a modest amount of scholarly research. By reviewing the existing literature, this work in progress paper presents a conceptual overview of the term and identifies an opportunity to establish and evaluate the constructs of prestige, with a proposed study into consumer perceptions of prestige in the car industry.
Peer Reviewed Yes
Published Yes
ISBN 0-9752272-1-1
Conference name 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development
Location Pole Universitaire Léonard de Vinci,
Date From 2006-07-10
Date To 2006-07-13
URI http://hdl.handle.net/10072/13254
Date Accessioned 2006-02-21
Date Available 2007-08-02T21:52:48Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research; Other Commerce, Management, Tourism and Services
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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