Results 221 to 230 of about 1,747 (262)

Is CRM for luxury brands?

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, Cailleux, Hugues, Mignot, Charles   +2 more
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Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand

2014
South 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

2017
In 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

2012
Brand 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

2012
Against 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, Klaus-Peter Wiedmann, Steffen Schmidt, Sascha Langner, Thomas Wüstefeld   +4 more
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The influence of brand mimicry on luxury brands

Luxury Research J., 2016
This paper examines the influence of brand mimicry on perception of luxury and product evaluation of mimic brands. In addition, brand familiarity is postulated to be a mediator between perception of luxury and product evaluation. It is found that mimicry influences perception of luxury and product evaluation of the mimic brand.
Ian Phau, Min Teah
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Branding Principles in the Luxury Industry

2012
Over 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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Globalization and Luxury Brands

The luxury industry has changed in established and emerging markets due to the globalization of luxury brands. While rising luxury businesses combine tradition with contemporary and embrace digital channels for reach, established luxury brands draw on their rich history and innovate to stay current.
Satrasala Triveshika, R. Sukanya
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Luxury consumption and luxury brands

2017
Annamma Joy, Russell Belk, Rishi Bhardwaj   +2 more
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Luxury Brands and Millennials: Understanding Millennial Consumers in the Contezt of Luxury Brands

2019
Recent and unconventional developments have taken place in the luxury industry in the branding context. A new generation is entering the luxury market and will soon become a consumer group spending more money than the other age groups. Given the subjectivity of the concept of luxury, it became key to understand the motivations and drivers of ...
Wassum, Sarah Andrea, Andreu Solà, Aida
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