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Luxury Brand Extensions and Perceived Luxury
2021Luxury-brand managers must balance optimising brand value while simultaneously maintaining the exclusivity of the brand. Corporate interests increase the focus towards strategies that return greater profit for the business. For example, managers may consider brand extensions or greater channel exposure to increase revenues.
Stegemann, Nicole (R8637) +1 more
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2021
In business, luxury can be seen as a pronounced ambition of those companies that cater to the market of highly affluential consumers. Luxury branding is the critical managerial tool to express the individual company’s interpretation of that ambition.
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In business, luxury can be seen as a pronounced ambition of those companies that cater to the market of highly affluential consumers. Luxury branding is the critical managerial tool to express the individual company’s interpretation of that ambition.
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Journal of Brand Management, 1997
Although luxury goods form a distinct economic sector in many countries, a certain vagueness still remains over the concepts of luxury and the luxury brand. How does the luxury brand differ from the ‘up-market’ brand or the ordinary brand? Are the differences simply those of degree or inherent in the luxury brand’s nature?
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Although luxury goods form a distinct economic sector in many countries, a certain vagueness still remains over the concepts of luxury and the luxury brand. How does the luxury brand differ from the ‘up-market’ brand or the ordinary brand? Are the differences simply those of degree or inherent in the luxury brand’s nature?
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Measuring Perceptions of Brand Luxury
Journal of Brand Management, 2004What distinguishes high-luxury brands from those that are low on luxury? This chapter discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described.
Franck Vigneron, Lester W Johnson
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Can luxury brands be ethical? Reducing the sophistication liability of luxury brands
Journal of Cleaner Production, 2019Abstract Past research suggests that consumers may negatively evaluate luxury brands that engage in corporate social responsibility (CSR) because they do not perceive a consistency between luxury and ethical consumption (sophistication liability). As luxury is an increasingly relevant industry, it is important to understand how to promote ethical ...
Diego Costa Pinto +3 more
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Journal of Brand Management, 2009
Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefits of the ‘lifelong customer value’ approach, beyond building the social prestige of their names.
Kapferer, Jean-Noël +2 more
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Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefits of the ‘lifelong customer value’ approach, beyond building the social prestige of their names.
Kapferer, Jean-Noël +2 more
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Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand
2014South Korea, as one of the largest economies and emerging markets in the world, continues to be attractive to luxury companies. There is dramatic increase in purchasing power for luxury products in Korea. This chapter discusses Korean consumers' value perception of luxury products and their influences on consumers' attitudes to extended luxury brands ...
Hao Zhang, Xiaoyu Zhao, Changhan Lee
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A Narrative Approach to Luxury Brands
2017In contemporary markets the consumption process is no longer oriented to a simple functional satisfaction of consumers but becomes meaning-based as brands are considered to be symbolic resources supporting the construction of customers’ identities (Elliot and Wattanasuwan 1998).
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BRAND EXTENSIONS IN THE LUXURY INDUSTRY
2012Brand extensions are an interesting brand strategy alternative, as they may attract new segments of customers who, for various reasons, may have not considered the luxury brand before. The luxury brand extensions have gained such momentum that today a fan of a luxury fashion house is able not only to dress herself from head to toe in a beloved designer’
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Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength
2012Against the backdrop of the tremendous growth in the market for luxury goods, the concept of luxury seems to be everywhere apparent and is routinely used in our everyday life.
Nadine Hennigs +4 more
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