Advances in Luxury Brand Management

Jean-Noël Kapferer, Joachim Kernstock, Tim Oliver Brexendorf, Shaun M. Powell, Jean-Noël Kapferer, Joachim Kernstock, Tim Oliver Brexendorf, Shaun M. Powell

• Publisher: Palgrave Macmillan
• Year: 2017
• Print ISBN:
  9783319511269
• eBook ISBN:
  9783319511276
• Topic: Business
• Subtopic: Consumer Behaviour
• Index: Business

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Table of contents

• Advances in Luxury Brand Management
• Introduction: Luxury Brand Management Insights and Opportunities
• The End of Luxury as We Knew It?
• Luxury Brand Marketing – The Experience Is Everything!
• The Luxury Brand Strategy Challenge
• The Specificity of Luxury Management: Turning Marketing Upside Down
• Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers?
• Is Luxury Compatible with Sustainability? Luxury Consumers’ Viewpoint
• Probing Brand Luxury: A Multiple Lens Approach
• Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding
• Measuring Perceptions of Brand Luxury
• Managing Luxury Brands
• Index