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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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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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Journal of Brand Management, 2013
Caught between the conflicting priorities of satisfying the rising demand for luxury brands in the global marketplace and the effort to protect the uniqueness and exclusivity of their products, brand managers face serious challenges in the luxury market. What is the optimal balance between brand growth and brand over-exposure?
Nadine Hennigs +3 more
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Caught between the conflicting priorities of satisfying the rising demand for luxury brands in the global marketplace and the effort to protect the uniqueness and exclusivity of their products, brand managers face serious challenges in the luxury market. What is the optimal balance between brand growth and brand over-exposure?
Nadine Hennigs +3 more
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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 Strategic Marketing, 2023
While there is burgeoning literature on luxury branding in B2C, there is a complete dearth of research vis-a-vis the relevance of luxury strategy in B2B. This paper uses a single case study methodology to examine Brembo, the global leader in the design and manufacturing of braking systems for the automotive industry, as a luxury B2B brand.
Pedeliento, Giuseppe +2 more
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While there is burgeoning literature on luxury branding in B2C, there is a complete dearth of research vis-a-vis the relevance of luxury strategy in B2B. This paper uses a single case study methodology to examine Brembo, the global leader in the design and manufacturing of braking systems for the automotive industry, as a luxury B2B brand.
Pedeliento, Giuseppe +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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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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Branding Principles in the Luxury Industry
2012Over the years, the notion of luxury has changed. In the classical luxury of the eighteenth and nineteenth centuries, the focus was on the product; during the 1920s this focus shifted to the product’s creator. In the 1970s, luxury became dominated by the media – images and luxury became the brand.
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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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