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Journal articles on the topic 'Luxury Marketing'
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Dash, Mihir, and Kshitiz Sharma. "Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand." Journal of Creative Communications 14, no. 3 (November 2019): 254–70. http://dx.doi.org/10.1177/0973258619878077.
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The luxury car segment is the most vibrant segment in the luxury goods market, experiencing high growth in recent years in the emerging economies of China, India, and Brazil. In India, the luxury car segment is dominated by three major players, that is, Audi, Mercedes-Benz, and BMW, together accounting for 85 per cent of the total Indian luxury car segment. The study proposes a marketing response model for luxury car brands, involving a linear model with all possible interaction effects. The model is applied in the case of a luxury car brand which had recently adopted digital marketing in addition to its traditional advertising media mix. The response in the form of customer queries at its showroom (situated in Bangalore, India) was taken as the dependent variable. The independent variables were the advertising expenditure in different media, viz. newspapers and magazines, display events, and digital media. The results of the model provide a measure of the effectiveness of each of the media, the interaction between them, as well as the impact of digital marketing.
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Zhe, Li, Liu Xueyan, and Tian Huan. "Research On The Architecture And Strategy Of Luxury brands Marketing Service Design Model From The Perspective Of Big Data." E3S Web of Conferences 179 (2020): 02014. http://dx.doi.org/10.1051/e3sconf/202017902014.
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With the development of social economy and the continuous popularization of Internet information technology, luxury brands marketing has improved brand competitiveness by combining new marketing methods in this era. Based on this, the purpose of this article is to use service design to improve the precise marketing strategy of luxury brands, and to study the current situation of luxury brands marketing and service design theory in the era of big data. Combining the existing research results of service design with the unique attributes of luxury brands marketing, by establishing the implementation path and theoretical model of introducing service design into luxury brands marketing, verifying the important role of service design in luxury brands marketing, and from this put forward the design model and feasibility strategies of marketing services for luxury brands.
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Thach, Liz, Steve Charters, and Laurence Cogan-Marie. "Core tensions in luxury wine marketing: the case of Burgundian wineries." International Journal of Wine Business Research 30, no. 3 (August 20, 2018): 343–65. http://dx.doi.org/10.1108/ijwbr-04-2017-0025.
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Purpose The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes. Design/methodology/approach A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature. Findings Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation. Originality/value This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.
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Williams, Alistair, Glyn Atwal, and Douglas Bryson. "Luxury craftsmanship – the emergent luxury beer market." British Food Journal 121, no. 2 (February 4, 2019): 359–70. http://dx.doi.org/10.1108/bfj-02-2018-0092.
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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. Findings Consumer responses to the craft beer consumption experience can be applied to the four dimensions of experiential value as defined by Mathwick et al. (2001): consumer return on investment; perceived excellence value; perceived playfulness; and perceived aesthetic value. Practical implications This analysis suggests that the degree to which a luxury beer brand is able to deliver experiential value will largely determine its market success. Originality/value This paper is the first to study experiential marketing within the context of the luxury beer category.
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Nueno, Jose Luis, and John A. Quelch. "The mass marketing of luxury." Business Horizons 41, no. 6 (November 1998): 61–68. http://dx.doi.org/10.1016/s0007-6813(98)90023-4.
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Arrigo, Elisa. "Social media marketing in luxury brands." Management Research Review 41, no. 6 (June 18, 2018): 657–79. http://dx.doi.org/10.1108/mrr-04-2017-0134.
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Purpose Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors. However, in the luxury sector, the approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice. Design/methodology/approach A systematic literature review of academic research on social media marketing has been conducted to gather, examine and synthetize studies related to luxury brands. By following a review protocol based on both automatic and manual search on the Scopus database, all relevant studies on luxury brands were identified and analyzed. Findings A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas. Originality/value Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In contrast, the value of this study, for both academics and practitioners, lies in providing, for the first time, a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands.
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Holmqvist, Jonas, Carlos Diaz Ruiz, and Lisa Peñaloza. "Moments of luxury: Hedonic escapism as a luxury experience." Journal of Business Research 116 (August 2020): 503–13. http://dx.doi.org/10.1016/j.jbusres.2019.10.015.
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Kauppinen-Räisänen, Hannele, Johanna Gummerus, Catharina von Koskull, and Helene Cristini. "The new wave of luxury: the meaning and value of luxury to the contemporary consumer." Qualitative Market Research: An International Journal 22, no. 3 (June 10, 2019): 229–49. http://dx.doi.org/10.1108/qmr-03-2016-0025.
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Purpose The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts. Design/methodology/approach A mixed-methods qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups. Findings The study contributes to the field of luxury research by highlighting consumers’ interpretations of luxury as highly subjective, relative and contextual; showing that according to consumers, luxury relates to both consumption and non-consumption contexts; illustrating the value of luxury as a multidimensional construct in both contexts; and demonstrating how luxury may relate to a consumer’s desire to be meaningful and genuine, thereby generating prudential value. In these cases, luxury is closely linked to consumers’ perceptions of meaningfulness and well-being. Practical implications For marketing managers, the findings suggest that the wave of new luxury – seeking meaningfulness – may serve as a novel means of branding. Originality/value This study demonstrates that the significance of the concept of luxury transcends commercial settings and offerings, i.e. the brand, product or service. The findings show that luxury may also be generated in non-commercial contexts and specific activities (e.g. running, gardening). Based on these findings, it is proposed that luxury in non-commercial settings is characteristic of the new wave of luxury, and that in such settings, luxury may contribute to personal well-being, thereby generating prudential value.
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Baghi, Ilaria, and Veronica Gabrielli. "Brand prominence in cause-related marketing: luxury versus non-luxury." Journal of Product & Brand Management 27, no. 6 (September 17, 2018): 716–31. http://dx.doi.org/10.1108/jpbm-07-2017-1512.
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Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers’ attitudes toward CRM co-branded products and increases purchase intention Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs non-luxury positioning). Findings Results show that brand prominence disparity has a role in defining consumers’ purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product. Originality/value The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.
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Wu, Meng-Shan Sharon, Isabella Chaney, Cheng-Hao Steve Chen, Bang Nguyen, and T. C. Melewar. "Luxury fashion brands." Qualitative Market Research: An International Journal 18, no. 3 (June 8, 2015): 298–319. http://dx.doi.org/10.1108/qmr-02-2014-0016.
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Purpose – This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries. Design/methodology/approach – Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered. Findings – The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women. Originality/value – The study reported in this paper contributes to the limited published research into the luxury-marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia.
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Thomsen, Thyra Uth, Jonas Holmqvist, Sylvia von Wallpach, Andrea Hemetsberger, and Russel W. Belk. "Conceptualizing unconventional luxury." Journal of Business Research 116 (August 2020): 441–45. http://dx.doi.org/10.1016/j.jbusres.2020.01.058.
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Stiehler, Beate Elizabeth. "Co-creating luxury brands in an emerging market." Qualitative Market Research: An International Journal 19, no. 4 (September 12, 2016): 395–415. http://dx.doi.org/10.1108/qmr-02-2016-0018.
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Purpose The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South African market. Design/methodology/approach An extant segmentation approach that classifies luxury brand consumers into four different segments was used to guide the identification of a total of 16 luxury consumers with whom in-depth interviews were conducted. Findings The findings identify differences between four consumer segments’ levels of brand knowledge and indicate how these differing levels produce interesting meanings assigned to luxury brands which in turn co-create the brands. A framework is also proposed that maps each of the four luxury segments according to the value they derive from luxury brands and the context in which luxury consumption holds the most meaning for each segment. Practical implications Managerial recommendations concerning the implications of consumers assigning meaning and value to luxury brands and recommendations pertaining to the managing and positioning of luxury brands to each of the four luxury segments in this market are proposed. Originality/value The study provides interesting insights with regards to how consumers assign meaning and value to luxury brands in the emerging South African market. The proposed framework also uniquely demonstrates underlying behaviours within each of the four luxury segments and contributes to a better understanding of how and why these segments consume luxury brands.
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Mazzoli, Valentina, Laura Grazzini, Raffaele Donvito, and Gaetano Aiello. "Luxury and Twitter: an issue of the right words." Qualitative Market Research: An International Journal 22, no. 1 (January 14, 2019): 33–49. http://dx.doi.org/10.1108/qmr-01-2017-0051.
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Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.
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Zhang, Lini, and Haidong Zhao. "Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods?" Journal of Retailing and Consumer Services 51 (November 2019): 62–71. http://dx.doi.org/10.1016/j.jretconser.2019.05.027.
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Liu, Xiao Yu, Yan Chen, and Li Li Zhang. "Research on the Marketing of Fashion Luxuries in China." Advanced Materials Research 175-176 (January 2011): 843–48. http://dx.doi.org/10.4028/www.scientific.net/amr.175-176.843.
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Nowadays the market of fashion luxury is expended in China. Foreign luxury brands have been landing in China in succession and the fashion luxury as an important part of luxury products has also showed a prosperity market. By using of brand theory, the definitions of luxuries and fashion luxuries are given to analyze the characters of fashion luxuries under the premise of a profound understanding of meaning and role of the brand. The approaches of qualitative are used in combination in this article. The qualitative approach is applied to analyze the market of luxuries in China, the consumers’ behaviors and the consumers’ psychology. The interview methods are adopted to collect information. The elements of fashion luxuries and the indicators for physical and psychological are analyzed and proposed. On the basis of above researches, the marketing strategies for the development of domestic fashion luxury are raised up. Main points are given in this paper can be applied as a foundation of the fashion luxury market development. It makes helpful suggestions for native luxury brands’ designing and for marketing strategy’s planning. It is hopeful to provide practical ideas and methods for administrators of fashion luxury brands’ management and operation.
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Jiang, Jiani, Bruce A. Huhmann, and Michael R. Hyman. "Emerging masculinities in Chinese luxury social media marketing." Asia Pacific Journal of Marketing and Logistics 32, no. 3 (November 20, 2019): 721–45. http://dx.doi.org/10.1108/apjml-07-2018-0256.
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Purpose The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts. Findings Male portrayals for Chinese audiences feature more characteristics associated with emerging East Asian hybrid masculinities – “Little Fresh Meat” (LFM) and “Old Grilled Meat” (OGM) – than associated with global or regional hegemonic masculinity (i.e. the scholarly Wén and action-oriented Wu). Wén remains common in social media posts for luxury fashion goods, but LFM and OGM engender more consumer responses. Practical implications Chinese luxury fashion marketing depicts masculinity more similarly to other East Asian marketing than to Western marketing. Some luxury fashion brands are struggling for acceptance among Chinese youth. Luxury fashion marketers should incorporate hybrid rather than hegemonic masculinities to prompt more favorable responses among Chinese consumers, especially younger female target markets. Originality/value Growing female occupational and consumer power and shifting male employment from blue-collar to white-collar jobs have influenced media portrayals of masculinity. Social media marketing for luxury fashion brands demonstrates the prevalence and appeal of hybrid masculinities in China.
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Pietrzak, Joanna. "Mass Prestige brands – the end of traditional luxury brand marketing?" Ekonomia Międzynarodowa, no. 27 (September 30, 2019): 187–98. http://dx.doi.org/10.18778/2082-4440.27.03.
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The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is losing its elitist and exclusive character. The aim of this paper is to explore the changes in luxury brand marketing and to introduce the emergence of a new branding philosophy – Mass Prestige brands. The concept of Mass Prestige brands emerged as a response to luxury losing its elitist character, and it was intended to combine elements of luxury brand values perception with mass-market strategies. The key question of the discussion presented in this article is whether the values included in the luxury brand perception model fit Mass Prestige brand value perceptions, and if so, to what extent. Personal (“luxury for oneself”) and social (“luxury for others”) value dimensions of luxury brands were taken into consideration and confronted with the principles of Mass Prestige strategies. As a result, a modified version of the model was proposed that includes only the elements that are relevant to the buying motives of newly rich consumers seeking Mass Prestige brands.
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Chen, Shan, and Lucio Lamberti. "Entering the dragon’s nest: exploring Chinese upper-class consumers’ perception of luxury." Qualitative Market Research: An International Journal 18, no. 1 (January 12, 2015): 4–29. http://dx.doi.org/10.1108/qmr-01-2013-0002.
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Purpose – The purpose of this study is to explore the perception of luxury from the perspectives of Chinese upper-class consumers. Design/methodology/approach – Four focus groups, each consisting of six upper-class and experienced luxury consumers, are formed in four cities, Beijing, Shanghai, Guangzhou and Hong Kong, which are among the most affluent, populated and developed in the luxury market. Findings – The findings suggest that Chinese upper-class luxury consumers, indeed, hold different perceptions for luxury in several aspects: price premium is a prestige in contrast to general Chinese consumers’ “value-consciousness”; exclusivity is more valued by the upper-class and experienced consumers; more attention of the upper-class consumers has shifted to individual values from social values; brand value is of high importance; and there exist differences among consumers in different regions. Practical implications – The study suggests that luxury brands should recognize the differences between the upper-class customers who are still the core consumers for luxury goods and the middle-class customers who are growing rapidly while designing their marketing strategies. Originality/value – The study focuses, unprecedentedly, on the upper-class and experienced Chinese luxury consumers who represent the most valuable group of customers of the luxury brands in the Chinese market. Given the peculiarity of customer behavior in the luxury market, such focus provides a brand new perspective without the noises from the inclusion of consumers with insufficient purchasing power and ineligible experience in luxury consumption.
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Roy, Rajat, and Fazlul K. Rabbanee. "Antecedents and consequences of self-congruity." European Journal of Marketing 49, no. 3/4 (April 13, 2015): 444–66. http://dx.doi.org/10.1108/ejm-12-2013-0739.
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Purpose – This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses. Design/methodology/approach – A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS. Findings – Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perceptions. This, in turn, is found to have a stronger (weaker) positive impact on consumers’ motivation to re-use a shopping bag from luxury brand (non-luxury brand) for hedonic purpose. Mediation analyses show that self-congruity has a positive (negative) indirect effect on hedonic use via self-perception for luxury (non-luxury) brand. Research limitations/implications – Future studies may involve actual shoppers, causal design and additional variables like “utilitarian usage “of shopping bags to extend the proposed framework. Practical implications – A better understanding of the findings has implications for brand positioning, advertising and packaging. Originality/value – Till date, no research has examined a parsimonious model for self-congruity complete with its antecedents and consequences and tested it in the context of a luxury versus non-luxury brand.
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Aksoy, Hasan, and Olaide Yusuf Abdulfatai. "Exploring the impact of religiousness and cultureon luxury fashion goodspurchasing intention." Journal of Islamic Marketing 10, no. 3 (September 9, 2019): 768–89. http://dx.doi.org/10.1108/jima-01-2018-0022.
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Purpose The purpose of the paper is to investigate the effect of religiosity and culture on Nigerian Muslim consumer’s intention to purchase luxury goods. Design/methodology/approach The survey included a sample of 372 Nigerian Muslims from the middle and upper-income groups who live in Lagos and Kano in Nigeria. Findings Plenty of luxury brands are seeking to find ways to overgrow in emerging markets. Focussing on Nigeria, this study identifies Nigerian people’s cultural orientation, religious beliefs and examines the social and personal variables affecting the consumers’ purchasing intention for luxury goods. This study stresses that Nigerian consumers’ intention to purchase luxury products are impacted by attitude, subjective norms and culture. However, Nigerian people’s intention to purchase luxury goods is not influenced by religious beliefs and Islam morals. While culture has a significant relationship with both attitudes towards behaviour and subjective norms, the religious beliefs encourage both subjective norms and a positive attitude towards the behaviour. Research limitations/implications This study has limitations in connection with two of its major objectives. The study applied the perspective of Nigerian Muslims. Thus, the research will not be able to clarify the fact that beyond this limited geographical area. Future research may widen the focus on cultural and religious beliefs on the intention to purchase luxury goods by adding other elements, such as normative beliefs and attitudinal beliefs. Practical implications The findings of the research define some implications for marketers with regard to the importance of social norms and religion in point of increasing the purchasing intention for luxury goods. Findings reflect that Nigerian consumers are impacted by subjective norms and cultural orientation. This means that luxury consuming is seen to achieve social recognition in the society. These results show that improving social acceptance through luxury goods consumption may create profitable outcomes for luxury brand firms. Originality/value The attractive findings of the study proposed that luxury brand managers should balance their investment in terms of the use of word-of-mouth, reference groups and fashion magazines to develop a favourable attitude towards luxury brands through. Although cultural values, references groups and consumer’s beliefs critically matter for luxury consuming, religious beliefs of Nigerian consumers have no effect on consumer’ purchase intention for a luxury product.
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Septianto, Felix, Yuri Seo, Billy Sung, and Fang Zhao. "Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride." European Journal of Marketing 54, no. 6 (May 6, 2020): 1305–23. http://dx.doi.org/10.1108/ejm-10-2018-0690.
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Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness. Findings The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising. Research limitations/implications The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations. Practical implications Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses. Originality/value The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.
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Ramadan, Zahy, Maya F. Farah, and Armig Dukenjian. "Typology of social media followers: the case of luxury brands." Marketing Intelligence & Planning 36, no. 5 (August 6, 2018): 558–71. http://dx.doi.org/10.1108/mip-01-2018-0039.
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Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.
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Liang, Yan, Sid Ghosh, and Hiroko Oe. "Chinese consumers’ luxury value perceptions – a conceptual model." Qualitative Market Research: An International Journal 20, no. 2 (April 10, 2017): 247–62. http://dx.doi.org/10.1108/qmr-01-2017-0010.
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Purpose The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews and the findings from focus groups. Design/methodology/approach Focus group discussion is used to explore how Chinese consumers construct their value perceptions towards luxury products. Findings This research has integrate different perspective values into one multidimensional model to explain directly why Chinese consumers choose to buy luxury products, and what are these variables that influence their luxury value perceptions. It also provides a broader perspective in exploring the Chinese customer‘s self- and societal perceptions for purchasing luxury products. Research limitations/implications The primary data were only collected from three cities; thus, the findings may not be generalisable across all Chinese consumers. Moreover, this qualitative study was based on a relatively small sample size; thus, a future study is planned by designing a measurement instrument based on the proposed conceptual model and also testing the proposed theoretical model that scholars can apply in related empirical work in the future. Originality/value This study has offered a wide range of understanding about how Chinese luxury consumers’ luxury value perception reflect their purchasing behaviours and habits; it has also provided a new theoretical insight into the phenomenon of luxury consumption and contributed to the relatively limited literature on the concept of luxury in the context of Chinese market. It could also provide good implications for the effective marketing strategy actions in the context of Chinese luxury market.
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De Souza, Izabella M., and Sharmila Pixy Ferris. "Social Media Marketing in Luxury Retail." International Journal of Online Marketing 5, no. 2 (April 2015): 18–36. http://dx.doi.org/10.4018/ijom.2015040102.
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This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media sites (Facebook, Twitter and Instagram). All posts by the three retailers' posts on Facebook, Twitter and Instagram were recorded on over the course of a week. A content analysis revealed that different social media networks may be effectively used in different ways by luxury retailers. Facebook allows for the greatest connection with consumers (all three retailers had the most followers on Facebook) while Twitter allows for the largest volume of posts; consumer feedback was highest on Instagram. Overall, social media marketing proved an effective, low-cost tool for the three retailers, with payoff well justifying the effort. For example, all three retailers had over 1,200 shares and retweets on Facebook and Twitter.
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Eru, Oya. "Digital Marketing Suggestions for Luxury Brands." European Journal of Multidisciplinary Studies 7, no. 2 (March 2, 2018): 170. http://dx.doi.org/10.26417/ejms.v7i2.p170-170.
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Colella, Giuseppe, Cesare Amatulli, and Maria Pilar Martinez-Ruiz. "Social Media Marketing and Luxury Consumption: A Literature Review." International Journal of Marketing Studies 11, no. 4 (September 29, 2019): 30. http://dx.doi.org/10.5539/ijms.v11n4p30.
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People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.
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Talukdar, Nabanita, and Shubin Yu. "Do materialists care about sustainable luxury?" Marketing Intelligence & Planning 38, no. 4 (February 7, 2020): 465–78. http://dx.doi.org/10.1108/mip-05-2019-0277.
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PurposeThe purpose of this study is to investigate the underlying psychological mechanism and boundary conditions which drive materialists' purchase intention (PI) of sustainable over generic luxury products.Design/methodology/approachFour empirical studies (one survey and three experiments) were conducted to test the hypotheses.FindingsMaterialism has a positive effect on consumers' purchase intention of sustainable over generic luxury products because materialists tend to have higher perceived functional value of sustainable (i.e., green) luxury products. Product conspicuousness (i.e., publicly consumed versus privately consumed luxury) moderates the effect of materialism on PI of sustainable over generic luxury products. Materialism increases the perceived functional value and thus enhances the PI of sustainable luxury products over generic luxury products only when the product is privately consumed (as opposed to publicly consumed).Originality/valueThis article contributes to the literature that explores how materialism affects environmentalism. This study is among the first empirical works in the context of luxury that studies the relationship between materialism and purchase intention of green products over generic products. This study is also among the first in the context of materialists to empirically establish the importance of perceived functional value associated with sustainable over generic products in affecting PI. Moreover, this article investigates the moderating role of product conspicuousness, which enhances the generalizability of the findings.
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Wu, Zhiyan, Jifeng Luo, Jonathan E. Schroeder, and Janet L. Borgerson. "Forms of inconspicuous consumption." Marketing Theory 17, no. 4 (June 2, 2017): 491–516. http://dx.doi.org/10.1177/1470593117710983.
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Inconspicuous consumption – whereby brand signals are subtle, or not easily visible, to most consumers and the overt display of social status is sidestepped – is on the rise, even in China, which has typically favoured conspicuous brand signalling. Research on luxury brands tends to focus on conspicuous consumption, and few studies have explored the ways in which Chinese consumers use Chinese luxury brands in inconspicuous ways. This study examines how Chinese luxury consumers are redefining their identity projects, as well as their conceptions of luxury, in relation to inconspicuous consumption. We suggest that inconspicuous consumption encompasses consuming luxury products without overtly displaying wealth and social status. Thus, certain luxury brands enable inconspicuous consumption. Turning to a group of Chinese luxury brands offers insights into how luxury brands may fill this role for newly emerging forms of inconspicuous consumption. We distinguish four forms of inconspicuous consumption, illustrated by consumers (1) with wished-for identities or fantasy lifestyles, (2) who appreciate aesthetics and function, (3) who are wealthy and prefer not to provoke envy and/or anger in times of economic austerity and (4) who desire to differentiate themselves and employ subtle signals that are only observable to people with the requisite knowledge to decode their meaning. These forms of inconspicuous consumption facilitate the construction and display of one’s reflective identities, including privately fantasized identity, privately held identity and partially public reflective identities. Thus, we contribute to identity construction theory by explicating aspects of reflective identity and linking them to forms of inconspicuous consumption. Finally, we expand upon recent research on inconspicuous consumption by demonstrating how inconspicuous consumption is manifested in China – the largest luxury market. The results help redefine constructs in the paradoxical situation of inconspicuous consumption of luxury brands, adding a layer of complexity to the inconspicuous consumption concept.
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Teimourpour, Bahar, and Kambiz Heidarzadeh Hanzaee. "An analysis of Muslims’ luxury market in Iran." Journal of Islamic Marketing 5, no. 2 (June 3, 2014): 198–209. http://dx.doi.org/10.1108/jima-01-2013-0002.
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Purpose – The purpose of this paper is to analyze the challenges and opportunities of the luxury market in Iran as an Islamic country. The focus is on religion as a factor that can make some challenges for luxury products, and then to find opportunities or similarities in Muslim markets due to the luxury consumption. Design/methodology/approach – As it is a literature review article, the authors used past research works and compared different perspectives that exist about the topic. Findings – It was concluded that although implementing a market-oriented culture is central to the marketers’ success, it is not right to just focus on religion as a separating factor that can isolate the Muslim’s market. It was suggested to change one's viewpoint and analyze the market with a broader vision that can bring innovative ideas and also find similarities and differentiations between Islamic luxury markets with non-Islamic luxury markets. Originality/value – Muslim consumers have a huge purchasing power in countries such as Egypt, Iran, India, Malaysia, Morocco, Turkey, Saudi Arabia and South Africa. However, there is limited academic literature addressing luxury products in the context of these markets. Luxury purchase motivation is predominantly based on Western thoughts and markets. As Iran as a Muslim country can be an appropriate target market of luxury goods, analyzing the challenges and opportunities can be a useful guide to be successful in this market.
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Loureiro, Sandra Maria Correia, Jano Jiménez-Barreto, and Jaime Romero. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands." Journal of Retailing and Consumer Services 57 (November 2020): 102211. http://dx.doi.org/10.1016/j.jretconser.2020.102211.
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von Wallpach, Sylvia, Andrea Hemetsberger, Thyra Uth Thomsen, and Russel W. Belk. "Moments of luxury – A qualitative account of the experiential essence of luxury." Journal of Business Research 116 (August 2020): 491–502. http://dx.doi.org/10.1016/j.jbusres.2019.10.060.
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Anido Freire, N. "When luxury advertising adds the identitary values of luxury: A semiotic analysis." Journal of Business Research 67, no. 12 (December 2014): 2666–75. http://dx.doi.org/10.1016/j.jbusres.2014.04.004.
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Yu, Shubin, Liselot Hudders, and Verolien Cauberghe. "Targeting the luxury consumer." Journal of Fashion Marketing and Management 21, no. 2 (May 8, 2017): 187–205. http://dx.doi.org/10.1108/jfmm-07-2016-0058.
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Purpose Behavioral targeting has become a popular marketing strategy among brands as it enables advertisers to display ads to consumers based on their previous surfing behaviors. The purpose of this paper is to investigate the effectiveness of behaviorally targeted ads for luxury brands and to explore how and when behavioral targeting works. Design/methodology/approach A 2 (targeted vs non-targeted ads) ×2 (culture: China vs the Netherlands) between-subjects factorial design is conducted to test the hypothesis. Findings The result reveals that as for luxury brands, behavioral targeting can shorten the psychological distance and in turn lead to a more positive attitude toward the ad. However, the effect of behavioral targeting depends on the culture. In the Netherlands, behavioral targeting can enhance the attitude toward the ad by lowering the psychological distance. However, in China, these effects are mitigated. Practical implications This study contributes to the research of online luxury marketing. First, luxury brands should adapt their marketing strategy to different regional markets. In addition, luxury marketers should not worry about a shorter distance with consumers caused by the use of internet. A shorter distance does not mean to reduce an aura of mystery, but to build up a closer relationship with consumers. Luxury brands are not necessary to be aloof and supercilious like an indifferent robot. A closer relationship with consumers brings more positive effects. Originality/value The current research makes important contributions both to the scientific literature and to the luxury industry. First, this research reveals the effectiveness and underlying mechanisms of behavioral targeting for luxury brands and also compares the effectiveness of behavioral targeting in two cultures, which contributes to the current cross-cultural studies and international marketing research. Second, this study also helps luxury marketers to realize the importance of behavioral targeting and to know how and when they can use this new marketing strategy in a global environment.
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Hietanen, Joel, Pekka Mattila, Antti Sihvonen, and Henrikki Tikkanen. "Paradox and market renewal." Marketing Intelligence & Planning 36, no. 7 (October 1, 2018): 750–63. http://dx.doi.org/10.1108/mip-01-2018-0008.
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Purpose The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelgänger brand images that reappropriate brand imagery for their own purposes. Design/methodology/approach This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets. Findings The findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the “authenticity” of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay. Originality/value While research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.
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Peng, Norman, and Annie Huiling Chen. "Diners’ loyalty toward luxury restaurants: the moderating role of product knowledge." Marketing Intelligence & Planning 33, no. 2 (April 7, 2015): 179–96. http://dx.doi.org/10.1108/mip-03-2014-0049.
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Purpose – Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs; however, little is known about the factors that contribute to diners’ loyalty. The purpose of this paper is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach – Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited for the main study. The data were analyzed through structural equation modeling. Findings – The results show that luxury restaurants’ stimuli (i.e. food quality, service quality, and atmospherics) influence diners’ emotions, which in turn affect their brand loyalty. Furthermore, food quality can directly influence diners’ loyalty toward the restaurant. Third, diners’ product knowledge can moderate the relationships between restaurant stimuli and diners’ emotion. Research limitations/implications – This study offers new empirical support for the proposition that product knowledge has a role in building brand loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value – This study is one of the first to conceptualize diners’ loyalty toward luxury restaurants by examining the influences of restaurants’ stimuli and diners’ knowledge toward luxury restaurants. In addition, this study puts forth some managerial implications for practitioners.
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Kapferer, Jean-Noël, and Anne Michaut-Denizeau. "Is luxury compatible with sustainability? Luxury consumers’ viewpoint." Journal of Brand Management 21, no. 1 (November 1, 2013): 1–22. http://dx.doi.org/10.1057/bm.2013.19.
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Zhang, Qing Hua. "Study on Internet Direct Marketing for Luxuries in China." Key Engineering Materials 439-440 (June 2010): 123–27. http://dx.doi.org/10.4028/www.scientific.net/kem.439-440.123.
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Luxury consumption in China has seen a rapid development over recent years. From the eyes of luxury suppliers, China is a huge market with the highest potential which is not yet fully opened. Considering the market environment in China and comparing with method in developing the traditional physical stores, suppliers will tend to choose internet direct marketing as means when developing new market, which will be an excellent supplement or even a replacement in this concept. The paper make an introduction of luxury, then analyze the possible problems of internet direct marketing for luxuries under existing domestic environment and bring forward the countermeasure to deal with them. The paper is helpful for the development of luxury market in China. With the situation in China fully considered, most of the conclusions are useful and practical.
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Dobre, Costinel, Anca-Maria Milovan, Cristian Duțu, Gheorghe Preda, and Amadea Agapie. "The Common Values of Social Media Marketing and Luxury Brands. The Millennials and Generation Z Perspective." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 7 (September 25, 2021): 2532–53. http://dx.doi.org/10.3390/jtaer16070139.
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As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to which Millennials and Generation Z consumers perceive compatibility between social media marketing and luxury brands, a purposive sampling technique was employed. We collected data from 303 Romanian visitors of the Facebook page entitled Do You Like Luxury? This page, with postings from luxury producers, was specially created and sponsored in order to raise interest in completing the questionnaires. For data analysis, we used statistical tests, including confirmatory factorial analysis, regression, and independent-samples t-test. Our research shows that, for Millennials and Generation Z, luxury brands are compatible with social media apps as marketing channels. Even in the case of inadequacy, managers can still use the facilities of digital technologies to depict exclusivity, emotions, and sensory experiences specific to luxury. Unlike other studies, which only focused on a few dimensions, we proposed a multidimensional approach of the perceived value of luxury and social media marketing. Moreover, this is one of the few studies to focus on Eastern European consumers.
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Ramadan, Zahy. "The democratization of intangible luxury." Marketing Intelligence & Planning 37, no. 6 (September 2, 2019): 660–73. http://dx.doi.org/10.1108/mip-11-2018-0490.
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Purpose The notion of luxury has changed due to the democratization and the fast adoption pace of intangible luxury service providers embedding voice-controlled assistants. In particular, Amazon’s Echo Look is expected to further democratize luxury services and consumer experience; indeed, this camera-based device acts as a personal consultant as it provides fashion advices based on the pictures of its users. Nonetheless, as the Echo Look proliferates the market, concerns around its potential disruption to the marketplace alongside usage-related issues, such as privacy, will arise. The paper aims to discuss these issues. Design/methodology/approach The research adopted an exploratory approach using elite interviewing. The sample included 17 experts in the fields of digital marketing, fashion consulting, information technology security and retailing. Findings The study pioneers the discussion on how interactive voice-activated assistant (IVA) devices can potentially outweigh concerns around safety and privacy through providing luxury-like personalized services. To that end, the Echo Look device was taken as the key example based on the unique features and benefits it provides to its users, namely, in being perceived as a personal fashion consultant. Originality/value The literature on intangible luxury based on IVA devices is still nascent. This study fills a considerable gap in the literature related to retailers’ technological innovations aimed at democratizing luxury-like personalized experiences.
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Ryu, Sann. "Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics." Journal of Retailing and Consumer Services 57 (November 2020): 102253. http://dx.doi.org/10.1016/j.jretconser.2020.102253.
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Geiger-Oneto, Stephanie, and Elizabeth A. Minton. "How religiosity influences the consumption of luxury goods: exploration of the moral halo effect." European Journal of Marketing 53, no. 12 (December 3, 2019): 2530–55. http://dx.doi.org/10.1108/ejm-01-2018-0016.
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Purpose The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products. Design/methodology/approach The study uses three experimental studies to investigate this relationship. Findings Study 1 shows that religiosity influences negative moral emotions (but not positive moral emotions), which then negatively influence luxury consumption and morality evaluations. Study 2 replicates the effects of Study 1 and shows that priming a moral (marketplace) mindset decreases negative moral emotions and increases luxury consumption evaluations for highly (less) religious consumers. Study 3 explains the effects found in Studies 1 and 2 as driven by moral licensing, such that priming a moral (marketplace) mindset decreases (increases) the negative moral emotions experienced by those primed (not primed) with religiosity. Study 3 also improves the external validity of findings by including a social media sample of regular luxury purchases. Implications for theory and marketing practice are discussed. Research limitations/implications The present research is limited by samples conducted in Western culture with a predominantly Western, Christian religious audience. Future research should examine how moral vs marketplace mindsets differentially influence the consumption of luxury products for Eastern religious consumers (e.g. Hindus, Buddhists and Confucianists). Additionally, this research was conducted using Allport and Ross’ (1967) religiosity measure. Some could argue that the measure is not the most representative for atheists or agnostics or is outdated, so further research would benefit from replicating and extending the findings in this paper with other, newer religiosity measures better adapted to measure all belief systems. Practical implications Marketers of luxury products should realize the potential of a new target audience – religious consumers. While religiosity is positively correlated with negative moral emotions toward luxury products in Study 1, Studies 2 and 3 reveal that priming a moral mindset can reduce negative affect and increase evaluations of luxury products. Thus, marketers could seek out ways to emphasize morality in messaging. For example, a marketer may incorporate words such as virtues, ethics and/or noble, when describing attributes of their brand in advertising, thereby resulting in a moral licensing effect. Research suggests advertising content has the potential to influence consumers’ perceived moral obligation, inclusive of the moral or immoral nature of the consumption of luxury brands. Originality/value While the link between religion and luxury goods is evident in popular culture, previous research has yet to empirically explore this relationship. This study fills this gap by investigating the role of religiosity on the perceived morality and ultimately the purchase of luxury branded goods.
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Lee, Miah, Eunju Ko, Seulgi Lee, and Kyulim Kim. "Understanding Luxury Disposition." Psychology & Marketing 32, no. 4 (March 10, 2015): 467–80. http://dx.doi.org/10.1002/mar.20792.
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Dryl, Wioleta. "The relativity of luxury - a luxury product from a perspective of Polish and foreign consumers." Journal of Intercultural Management 6, no. 4-1 (December 1, 2014): 25–37. http://dx.doi.org/10.2478/joim-2014-0033.
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Abstract Luxury product is a very ambiguous concept. The most commonly cited in the literature barrier to the creation of a universal definition of luxury is the relativity of the concept. The relativity of luxury nature of the product takes the form of regional, temporal, economic, cultural, situational, and also due to the individual characteristics of the consumer. It should be therefore considered how to shape the product and which marketing tools should be used, to give and keep a luxury image of it. Analysis of the literature in the field of sciences such as management, sociology, psychology or marketing clearly indicates the growing interest in both the concept of luxury as well as luxury goods. It should be noted, however, that according to the results of research on the perception of luxury, consumers from different countries, cultures show different features of the product as important from the point of view of the luxury nature of the good. The aim of article is identification of differences in the perception of luxury between consumers from different countries, representing different cultures, as well as the specifics of managing a luxury product depending on the country of its origin.
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Peluso, Alessandro M., Giovanni Pino, Cesare Amatulli, and Gianluigi Guido. "Luxury advertising and recognizable artworks." European Journal of Marketing 51, no. 11/12 (November 14, 2017): 2192–206. http://dx.doi.org/10.1108/ejm-09-2016-0496.
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Purpose This research advances current knowledge about art infusion, which is the ability of art to favorably influence the assessment of consumer products. In particular, the research aims to investigate the effectiveness of artworks that evoke their creators’ most recognizable style in luxury advertising. Design/methodology/approach The research encompasses three studies – two conducted online and one in a real consumption situation. The first study explores the effect that a recognizable vs non-recognizable painter’s style has on consumers’ judgments about luxury products. The second and third studies explore the moderating roles of desire to signal status and desire for distinction, respectively, which are relevant to advertisers interested in targeting these individual differences. Findings Advertisements that incorporate artworks that evoke a painter’s most recognizable style enhance the advertised products’ perceived luxuriousness. Consumers with a higher desire to signal status exhibit greater purchasing intention in response to recognizable artworks. By contrast, consumers with a higher desire for distinction exhibit greater purchasing intention when the painter’s style in the featured artwork is less recognizable. Practical implications The results provide marketers with suggestions on how to select and incorporate visual artworks into luxury brand communication: they could focus on recognizable vs non-recognizable artworks based on whether their main goal is to communicate status or distinctiveness. Originality/value This research offers novel insights into the practical value of art infusion by showing when and for whom the beneficial effects of pairing art with luxury products are more likely to occur.
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Chandon, Jean-Louis, Gilles Laurent, and Pierre Valette-Florence. "Evermore subjective and contingent luxury." Journal of Business Research 102 (September 2019): 245–49. http://dx.doi.org/10.1016/j.jbusres.2019.06.007.
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Banister, Emma, Stuart Roper, and Tisiruk Potavanich. "Consumers’ practices of everyday luxury." Journal of Business Research 116 (August 2020): 458–66. http://dx.doi.org/10.1016/j.jbusres.2019.12.003.
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Paschen, Jeannette, Ulrich Paschen, and Jan Henrik Kietzmann. "À votre santé – conceptualizing the AO typology for luxury wine and spirits." International Journal of Wine Business Research 28, no. 2 (June 20, 2016): 170–86. http://dx.doi.org/10.1108/ijwbr-09-2015-0041.
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Purpose The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine. Design/methodology/approach This paper is conceptual in nature. The authors adapt Berthon et al.’s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments. Findings The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers. Practical implications The AO framework for luxury wines and spirits is beneficial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker’s marketing mix that could enhance their competitive position today and in the future. Originality/value This is the first paper examining icewine in the context of luxury marketing.
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Batat, Wided, and Danae Manika. "Advancing Transformative Luxury Research: Contributions to Marketing Theory About Luxury, Ethics, and Well-Being." Journal of Macromarketing 40, no. 4 (September 25, 2020): 583–84. http://dx.doi.org/10.1177/0276146720954055.
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Koch, Camilo, and Davit Mkhitaryan. "Consumer’s Brand Choice Behavior for Luxury Cars in China." International Journal of Management Science and Business Administration 1, no. 12 (2015): 46–57. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.112.1005.
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This paper introduces the aphorism “think globally, act locally” and examines consumer tendencies in the Chinese automobile marketplace based on the analysis of relevant local brands. Findings demonstrate significant consumer preferences for products related to the luxury category signifying the need for refining local marketing operations where performance of multinational corporations must match global standards as expected by local consumers. Car consumption has grown during the last years in China turning brand marketing into a critical variable that can forge an active place in consumer’s minds, or negative impact if a campaign is not well-implemented. The relevance of this subject result from the realities that brand marketing is one of the most important aspects of determining whether a brand succeeds or fails. Regardless of the benefits of the brand, poorly marketed brand can end in failure. Multinational corporations need to identify several factors to understand the benefits of branding such as the image and characteristics of the firm, the purpose of the brand, the consumers profile, the brand’s position within the marketplace, and the brand’s general impression. Once, multinational corporations entirely assume these aspects they can utilize brand marketing to market the benefits of the brand in any space in the marketplace. The investigation provides several recommendations to multinational corporations intending to enter Chinese market by utilizing brand marketing as a strategic tool to focus on consumer needs and preferences in the Chinese luxury automobile market.
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Wirtz, Jochen, Jonas Holmqvist, and Martin P. Fritze. "Luxury services." Journal of Service Management 31, no. 4 (June 30, 2020): 665–91. http://dx.doi.org/10.1108/josm-11-2019-0342.
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PurposeThe market for luxury is growing rapidly. While there is a significant body of literature on luxury goods, academic research has largely ignored luxury services. The purpose of this article is to open luxury services as a new field of investigation by developing the theoretical and conceptual underpinnings to build the luxury services literature and show how luxury services differ from both luxury goods and from ordinary (i.e. non-luxury) services.Design/methodology/approachThis paper uses a conceptual approach drawing upon and synthesizing the luxury goods and services marketing literature.FindingsThis article makes three contributions. First, it shows that services are largely missing from the luxury literature, just as the field of luxury is mostly missing from the service literature. Second, it contrasts the key characteristics of services and related consumer behaviors with luxury goods. The service characteristics examined are non-ownership, IHIP (i.e. intangibility, heterogeneity, inseparability, and perishability), the three additional Ps of services marketing (i.e. people, processes, and physical facilities) and the three-stage service consumption model. This article derives implications these characteristics have on luxury. For example, non-ownership increases the importance of psychological ownership, reduces the importance of conspicuous consumption and the risk of counterfeiting. Third, this article defines luxury services as extraordinary hedonic experiences that are exclusive whereby exclusivity can be monetary, social and hedonic in nature, and luxuriousness is jointly determined by objective service features and subjective customer perceptions. Together, these characteristics place a service on a continuum ranging from everyday luxury to elite luxury.Practical implicationsThis article provides suggestions on how firms can enhance psychological ownership of luxury services, manage conspicuous consumption, and use more effectively luxury services' additional types of exclusivity (i.e. social and hedonic exclusivity).Originality/valueThis is the first paper to define luxury services and their characteristics, to apply and link frameworks from the service literature to luxury, and to derive consumer insights from these for research and practice.