Konsten att kombinera tillgänglighet och exklusivitet – En dialektisk analys av spänningen mellan premium och lyx
Title: The art of combining availability and exclusivity – A dialectical analysis of the tension between premium and luxury Seminar date: 2025-06-05 Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level, 15 credits Authors: Pontus Sölve, Hannes Hemgren, Julia Johansson Mozaffari Advisor: Jon Bertilsson Key words: Brand, Premium, Luxury, Masstige, New luxu