Results 21 to 30 of about 2,380 (262)

The luxury brand strategy challenge [PDF]

Journal of Brand Management, 2009
In the last two decades, luxury brand management has generated much interest and discussions in both academic and business circles. Among business leaders, the debates have been related to the associated challenges and paradoxes that have emerged as a result of the evolution of luxury since it became a consolidated economic sector in the late 1990s ...
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Luxury Brands and Art Collaborations as a Leverage on Brand Equity and Art(Ist) Equity

International Journal of Applied Research in Business and Management, 2023
In 2020, a year of turbulence, seismic in scale and rapid in impact, luxury brands strengthen their relationship with art. While the world is still processing the effects of the last decades (digitalization, sustain- ability, diversity), luxury brands ...
Franziska Scheuerle, Ramona Thomas, Patrick Siegfried   +2 more
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Luxury values as drivers for affective commitment: The case of luxury car tribes

Cogent Business & Management, 2016
Brand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes ...
Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann   +1 more
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Luxury Brand Outsiders: Understanding the Success of British and American Luxury Brands

, 2017
British and to a lesser extent, American luxury brands have played an important, if somewhat marginal, role in the international luxury fashion and accessories sector for some considerable time. Often these brands are long-established leaders in their field and their excellence readily acknowledged, for example Burberry was established in 1856, while ...
Doyle, Stephen, Moore, Christopher
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Luxury Goods Marketing Strategies from the Perspective of Consumer Psychology [PDF]

SHS Web of Conferences
In the digital age, consumers’ perceptions and purchasing behaviors have suddenly shifted. This article analyzes the development path of luxury marketing strategies in the digital age.
Liu Yuxuan, Meng Yaxuan
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Luxury Brand Equity in Online Channel: The Moderating Effect of Brand Trust

Asia Marketing Journal, 2019
Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market.
Hyowon Hyun, JungKun Park, Weon Sang Yoo
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Antecedents and consequences of trust as a multidimensional construct. Cross-country analysis in the luxury retail sector

Management Letters/Cuadernos de Gestión, 2023
The objective of this study is to understand the role of the multidimensional trust of a luxury brand as an antecedent of consumer satisfaction and a consequence of reputation and familiarity, considering -in turn- that reputation and familiarity can be ...
Enrique Marinao-Artigas, Leslier Valenzuela-Fernández, Coro Chasco, Denise Laroze-Prehn   +3 more
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The effect of vertical brand extensions on consumer-brand relationships in South Africa

South African Journal of Business Management, 2017
The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury
O. Muroyiwa, R. Abratt, M. Mingione
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Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement [PDF]

E3S Web of Conferences
This study learns the antecedents and consequences of consumer brand engagement in the Instagram account of luxury fashion brands. Customer involvement is the antecedent of consumer brand engagement, and the effects were in two variables, i.e., self ...
Fatmawati Indah, Mawaddah Zainab Zuhratul   +1 more
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The influence of luxury brand selfies on luxury brand preference

Manajemen dan Bisnis
In today’s digital era, the growing phenomenon of luxury brand selfies has sparked interest in understanding their impact on consumer attitudes. This study explores how sharing selfies featuring luxury brands on social media influences consumers’ preferences toward those brands.
Velian Zalfa, Popy Rufaidah
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