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This study explores the evolving concept of luxury in the digital age through three key areas. Firstly, it examines ethical and sustainable luxury, analyzing motivations, strategies, and impacts of responsible brands. Secondly, it delves into growth strategies in the online sphere, exploring digital marketing tools, influencer collaborations, and adaptations to changing consumer values. Thirdly, it addresses the challenge of protecting brand essence in the gray market, quantifying the prevalence of counterfeits and exploring innovative authentication strategies. The study aims to provide a comprehensive understanding of how luxury brands navigate the intersection of sustainability, digital marketing, and brand protection to remain relevant and resilient.
- et al. (Thu,) studied this question.