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Luxury Brand Marketing – The Experience Is Everything!
Journal of Brand Management, 2009Although the definition of a ‘luxury’ brand is open for debate, the natural evolution of luxury, with luxury brands first being adopted by the affluent and wealthy before inevitably being translated and reinterpreted down to mass markets, raises new challenges for marketing strategists.
Glyn Atwal, Alistair Williams
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Localized Luxury and Luxury Marketing
, 2023 This research explores the social and cultural meaning of Chinese luxury brands, addressing a gap in the existing luxury branding literature that mainly focuses on conspicuous consumption and luxury brand values.
Ting Jin, Wei Shao, Park Thaichon
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International luxury marketing
Strategic Direction, 2021Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings: The authors outline pivotal changes in
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Luxury craftsmanship – the emergent luxury beer market
British Food Journal, 2019Purpose The purpose of this paper is to consider the design of experiential marketing strategies within the luxury beer category. Design/methodology/approach The research is exploratory in order to provide a broad, grounded starting point within the context of a changing luxury landscape.
Williams, Alistair +2 more
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2020
The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order ...
Glyn Atwal +2 more
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The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order ...
Glyn Atwal +2 more
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Measuring the luxurious in advertisements: On the popularization of the luxury perfume market
Semiotica, 2014Abstract: This article looks at the different cultural codes that create the luxury sign value. Research data were gathered from a sample of 1,372 magazine ads taken from six magazines, comprising twelve product categories. We deal with only three products from this sample. The analysis focuses on the construction of perfume ads. Our main hypothesis is
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Luxury Consumption and Digital Marketing
2020This chapter focuses on the potential impact that the type of luxury tourism consumption may have on digital communication strategies of luxury hotels. Through a qualitative approach, the present study investigates how “internalized” (i.e., driven by individual style) versus “externalized” (i.e., driven by status symbols) luxury tourists' motivations ...
Amatulli C. +3 more
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