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Full Description
Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury brand management. Whilst the luxury industry is experiencing exponential growth, further research is vital to improve knowledge and understand how luxury management operates in the new age of marketing.
Through a range of empirical and theoretical contributions, this book offers clear insights into relationship marketing and luxury management. It examines the growth of luxury, marketing strategies for luxury brands, advertising and communication of luxury brands, AI and disruptive technology in luxury marketing, and sustainability and pro-environmental luxury. All the chapters close with practical summaries and recommendations for businesses practice.
This book is a useful reference for scholars and postgraduate researchers across luxury management and marketing, including those interested in international marketing, social media marketing, and fashion management, as well as innovation management and sustainability.
Contents
1. Luxury Marketing and Sustainability in the South Asian Context
Nirma Sadamali Jayawardena, Sara Quach, Charitha Harshani Perera, Park Thaichon, and Narayanage Jayantha Dewasiri
2. Digital Technologies in Luxury Industry: Identifying the Future Aspects of Luxury Brand Management
Md. Abdul Alim, Park Thaichon, Sara Quach, Scott Weaven, and Tusher Ghosh
3. Ethical and sustainability issues of artificial intelligence (AI) in the luxury industry
Lars-Erik Casper Ferm, Sara Shawky, Park Thaichon, and Sara Quach
4. Luxury brands and pro-environmental behaviour through commitment: the (un)awareness perspective
Nadezhda Lisichkova and Cecilia Lindh
5. Attention toward Sustainability in Premium Food Packaging: An Eye Tracking Study on Red Meat
Reyhane Hooshmand, Billy Sung, Joo Hee Kim, and Felix Septianto
6. Exploring the role of sustainable organic food consumption and the role of organic food as a luxury product: A case study in Nepal
Udgam Mishra, Nirma Sadamali Jayawardena, and Park Thaichon
7. Assessing the impact of Sustainability News clips on fast-fashion brands purchase intention: A neuromarketing study
Nicolas Hamelin and Monica Chaudhary
8. The present and future of the luxury-sustainability paradox
Kevin Teah, Isaac Cheah, and Anwar Sadat Shimul
9. Localized luxury and luxury marketing: Meaning makings of Chinese luxury brand
Ting Jin, Wei Shao, and Park Thaichon
10. Luxury marketing within a Chinese consumers' perspective: Local versus global luxury brand consumption
Ting Jin, Wei Shao, and Park Thaichon
