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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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The influence of brand mimicry on luxury brands
Luxury Research J., 2016This 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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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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2023
Co-branding is used across a wide range of brands, from fast-moving consumer goods (FMCG) to electronics and even luxury collaborations. However, the outcomes of these collaborations are mixed, with some showing positive results while others have experienced challenges or setbacks.
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Co-branding is used across a wide range of brands, from fast-moving consumer goods (FMCG) to electronics and even luxury collaborations. However, the outcomes of these collaborations are mixed, with some showing positive results while others have experienced challenges or setbacks.
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Luxury Brands as Employers [PDF]
, 2018 The luxury business has seen a substantial and sustainable positive development in recent years. However, with increased demand comes an organizational need for more hands on deck, turning this demand into profitable business. Here lies a particularly difficult task for luxury brands: attracting, employing and managing luxury-compatible high potentials.
Batt, Verena, Berghaus, Benjamin
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Cornell Hotel and Restaurant Administration Quarterly, 1999
Focus groups conducted by Canada's nascent Metropolitan hotel chain found that business travelers viewed many hotel attributes as merely matters of convenience or good value, rather than true luxury. The study also found that experienced travelers have become blase about many hotel amenities, even those that are luxurious.
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Focus groups conducted by Canada's nascent Metropolitan hotel chain found that business travelers viewed many hotel attributes as merely matters of convenience or good value, rather than true luxury. The study also found that experienced travelers have become blase about many hotel amenities, even those that are luxurious.
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The Evolution of Luxury: Brand Management of Luxury Brands, Old and New
2017Ph. D.
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International Journal of Emerging Knowledge Studies
The luxury goods and services sector in India has grown from an urban, niche phenomenon into a diversified market driven by rising incomes, global exposure and shifting consumer values. This article maps the concept and scope of luxury brands in India, provides a working definition and lists research objectives. It examines benefits for firms, artisans
E. Rajalakshmi +2 more
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The luxury goods and services sector in India has grown from an urban, niche phenomenon into a diversified market driven by rising incomes, global exposure and shifting consumer values. This article maps the concept and scope of luxury brands in India, provides a working definition and lists research objectives. It examines benefits for firms, artisans
E. Rajalakshmi +2 more
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