Have you ever wondered why some luxury watch brands sell for such high prices at auctions? While paid advertising helps make these brands more desirable, new research from the SC Johnson College of Business shows that nonpaid media coverage—such as news articles and reviews—also plays a significant role. Specifically, the way media promotes luxury watch brands—whether it groups them together or treats them as completely separate—can actually affect how they perform in the market and what prices they sell for at auction.
Winding up value: How media shapes the luxury watch market
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