Full Description
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.
Contents
Chapter 1. Introduction: Luxury Brand Management Insights and Opportunities; Joachim Kernstock, Tim Oliver Brexendorf and Shaun M. Powell.- Chapter 2. The End of Luxury as We Knew It?; Jean-Noël Kapferer.- Chapter 3. Luxury Brand Marketing - The Experience is Everything; Glyn Atwal and Alistair Williams.- Chapter 4. The Luxury Brand Strategy Challenge; Uché Okonkwo.- Chapter 5. The Specificity of Luxury Management - Turning Marketing Upside Down; Jean-Noël Kapferer and Vincent Bastien.- Chapter 6. Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What are the consumers' underlying motives and value-based drivers; Klaus-Peter Wiedmann, Nadine Hennigs and Christiane Klarmann.- Chapter 7. Is Luxury Compatible with Sustainability? Luxury Consumers' Viewpoint; Jean-Noël Kapferer and Anne Michaut-Denizeau.- Chapter 8. Probing Brand Luxury: A Multiple Lens Approach; Karen Miller and Michael Mills.- Chapter 9. Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding; Kevin Lane Keller.- Chapter 10. Measuring Perceptions of Brand Luxury; Franck Vigneron and Lester Johnson.- Chapter 11. Managing Luxury Brands; Jean-Noël Kapferer.
