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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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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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Interdisciplinary Humanities and Communication Studies, 2023
The fashion industry has gained its prevalent position as one of the most luxurious industries in the world. With trends taking over, the question remains: which company or brand has maintained its capability to brag about the luxury provision? The world is taking a different shape, with fashion brands taking over the industry and extending their reach
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The fashion industry has gained its prevalent position as one of the most luxurious industries in the world. With trends taking over, the question remains: which company or brand has maintained its capability to brag about the luxury provision? The world is taking a different shape, with fashion brands taking over the industry and extending their reach
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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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2004
The small literature on the business of luxury fashion is located within specialist journalism and privileged ‘designer’ markets or investment banking reports. It is written primarily for clients, the global luxury brands. Neither analyse the fashion branding and management contexts within which global luxury brands and markets operate.
Jackson, Tim, Haid, Carmen
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The small literature on the business of luxury fashion is located within specialist journalism and privileged ‘designer’ markets or investment banking reports. It is written primarily for clients, the global luxury brands. Neither analyse the fashion branding and management contexts within which global luxury brands and markets operate.
Jackson, Tim, Haid, Carmen
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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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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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Can Brand Activism Benefit Luxury Brands?
Psychology & MarketingABSTRACTBrands are increasingly taking an active stance on divisive socio‐political issues such as racial justice, transgender rights, gun control, and international conflicts (e.g., the Ukraine‐Russia war). Due to its polarizing nature, brand activism can be a risky strategy, and it is not yet understood how consumers react to brand activism conducted
Dina Khalifa, Victoria‐Sophie Osburg
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2013
I have often been privy to conversations about how to tell whether Calvin Klein, Versace, Donna Karan, Armani, or Ralph Lauren are or are not luxury brands. Invariably in Paris the discussion ended immediately with a scornful “no.” Once, after I cited one of the numerous American studies that placed these brands in the “luxury” category, I was greeted ...
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I have often been privy to conversations about how to tell whether Calvin Klein, Versace, Donna Karan, Armani, or Ralph Lauren are or are not luxury brands. Invariably in Paris the discussion ended immediately with a scornful “no.” Once, after I cited one of the numerous American studies that placed these brands in the “luxury” category, I was greeted ...
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Journal of Internet Commerce, 2005
This research examines the issue of online selling of luxury brands. Of key interest is first, to determine what Internet presence luxury brands have and second, whether luxury brands sell their products and services online. This is the first study to undertake a content analysis of luxury brands on the Internet, and thus is largely exploratory.
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This research examines the issue of online selling of luxury brands. Of key interest is first, to determine what Internet presence luxury brands have and second, whether luxury brands sell their products and services online. This is the first study to undertake a content analysis of luxury brands on the Internet, and thus is largely exploratory.
openaire +1 more source