Evolution of Luxury Brands, Volume I

Alkis Thrassou is Director of Gnosis Mediterranean Institute for Management Science and a Professor of Strategic Marketing at the University of Nicosia, Cyprus (EU).Demetris Vrontis is the Vice Rector for Faculty and Research and a Professor of Strategic Management at the University of Nicosia, Cyprus (EU).Leonidas Efthymiou is Associate Professor in the School of Business, at the University of Nicosia, Cyprus (EU).Yaakov Weber is President of the EuroMed Academy of Business and Director of the School of Business Research Center, College of Management Academic Studies, Rishon LeTsiyon, Israel .S. M. Riad Shams is Head of the PhD programme and Assistant Professor at the Newcastle Business School, Northumbria University, UK.Evangelos Tsoukatos is Vice President at the EuroMed Research Business Institute, Nicosia, Cyprus

• Chapter 1: Luxury Brands Evolution: An Overview of Industries and Markets Demetris Vrontis, Alkis Thrassou, Emmanouela Kokkinopoulou, and Leonidas Efthymiou.- Chapter 2: Sustainable Marketing Activities and Brand Defense in the Greek Luxury Market: Exploring a Sequential Mediation Model through Brand Trust and Brand Engagement Paraskevi (Evi) Dekoulou, Kyriakos Riskos and Ioanna Papasolomou.- Chapter 3: Business Models Transformation in Luxury Clothes Companies Under Uncertainty Anna S. Zotova, Alexandra A. Chudaeva and Irina A. Svetkina.- Chapter 4: Could Fashion Influencers Be Masstige Brands? Paula Rodrigues and Ana Pinto Borges.- Chapter 5: Luxury Meets Affordability: The Strategic Co-Branding of Swatch with Omega and Blancpain Nikola Drašković.- Chapter 6: Luxury Branding in Sport: The Evolution of Louis Vuitton’s America’s Cup Sponsorship Mario Nicoliello.- Chapter 7: The Synergy Between Luxury Fashion Brands and Slow Fashion Through the Eyes of Gen Z Consumers: A Study of Two European Countries Ioanna Papasolomou, Jana Brenkusová and Jana Turčínková.- Chapter 8: Consumer Buying Behavior Through the Lens of Luxury Brands Valentina Iuliana Diaconu-Cerceloiu and Mădălin Lucian Cerceloiu.- Chapter 9: The Hybrid Identity of Second-Hand Luxury: A Semiotic Approach Ichraf Dimassi and Fatma Smaoui.- Chapter 10: Luxury Brand Evolution and Growth in India Ambika Kulshrestha, Sandeep Kulshrestha, Leonidas Efthymiou and Meliz Bozat.- Chapter 11: Luxury Experience Purchasing Patterns: Understanding Consumer Behavior Towards Established Luxury Brands in Jordan Marcos Komodromos, Jusuf Zeqiri, Andreas N. Masouras and Sofia Anastasiadou.- Chapter 12: Luxury Brands or Not? Customer Engagement on e-Marketplace Conversation in Thailand Mathupayas Thongmak.- Chapter 13: Luxury on Rent: The Rising Trend Among Millennials and Gen Z in India Sabeeha Fatma.