Results 231 to 240 of about 858,424 (299)

Luxury brand marketing – The experience is everything!

Journal of Brand Management, 2009
Although 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.
Alistair Williams
exaly   +2 more sources

Challenges in Luxury Marketing

2020
S. Singh
openaire   +2 more sources

Luxury craftsmanship – the emergent luxury beer market

British Food Journal, 2019
Purpose 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, Atwal, Glyn, Bryson, Douglas   +2 more
openaire   +1 more source

Luxury Marketing and Brand Strategy

Květa Olšanová, Gina Cook, Marija Zlatić   +2 more
openaire   +2 more sources

Luxury in Emerging Markets

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, Douglas Bryson, J. P. Kuehlwein   +2 more
openaire   +1 more source

Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium

Marketing Intelligence & Planning, 2023
PurposeThis research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.Design/methodology ...
Tao Zha, Eugene Cheng‐Xi Aw, Omkar Dastane, A. Fernando   +3 more
semanticscholar   +1 more source

The effect of luxury brands’ sustainable fashion marketing types on authenticity, brand attitude, and purchase intention

Journal of Global Scholars of Marketing Science, 2023
Consumers consider authenticity a critical factor in fashion brand evaluation, sustainable marketing has become essential in marketing activities. And also sustainable fashion brands is increasing, but literature in this field has focused on general and ...
Hojae Lee, Eunju Ko, Sanghoon Lee
semanticscholar   +1 more source

Social media marketing activities and luxury fashion brands in the post-pandemic world

Asia Pacific Journal of Marketing and Logistics, 2023
PurposeSocial media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between
Adnan Muhammad Shah, Mudassar Ali
semanticscholar   +1 more source

Measuring the luxurious in advertisements: On the popularization of the luxury perfume market

Semiotica, 2014
Abstract: 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
openaire   +2 more sources

Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox

Thunderbird International Business Review
The luxury fashion industry is increasingly investing in digital technologies associated with the Metaverse to attract younger consumers traditionally difficult to engage.
Jinju Heo
semanticscholar   +1 more source