Luxury branding: the industry, trends, and future conceptualisations

2015 ◽  
Vol 27 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Yuri Seo ◽  
Margo Buchanan-Oliver
Keyword(s):  
Design Methodology ◽  
Cultural Influences ◽  
Future Research ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Per Se ◽  
Industry Trends ◽  
Unique Context

Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates the unique context of luxury consumption, to highlight several developments in extant literature, and to advocate for the advancement of the consumer-centric paradigm of luxury branding. Design/methodology/approach – The study reviews the emergence of a global luxury brand industry, discusses macro-environmental trends that have influenced luxury brand consumption, critically evaluates the existing literature on luxury brands, and offers directions for future research. Findings – The study highlights that luxury brands have emerged as a special form of branding that conveys the unique sociocultural and individual meanings to their adherents. Moreover, it was found that these meanings have been shaped by a number of important cultural, social, and external trends, which call researchers and practitioners to consider the consumer-centric paradigm of luxury branding. Originality/value – The study calls for a shift in the focus from the characteristics of luxury brands per se, and towards phenomenological experiences and socio-cultural influences, in the pursuits to understand what brand luxury conveys in the broader context of post-modern consumer culture. The study offers two distinct areas for future research to address these developments.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

SNS use leads to luxury brand consumption: evidence from China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wangshuai Wang ◽  
Nuoya Chen ◽  
Jie Li ◽  
Gong Sun
Keyword(s):  
Social Networking Sites ◽  
Design Methodology ◽  
Empirical Studies ◽  
Luxury Brands ◽  
Daily Lives ◽  
Content Type ◽  
Luxury Brand ◽  
Chinese Consumer ◽  
Consumer Data ◽  
Psychological Mechanism

Purpose Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap. Design/methodology/approach Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship. Findings From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets. Originality/value This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

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.

Committed to help: the effects of frequency of corporate donations on luxury brand evaluations

2020 ◽  
Vol 32 (3) ◽  
pp. 681-694
Author(s):  
Charmant Ndereyimana Sengabira ◽  
Felix Septianto ◽  
Gavin Northey
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Brand Evaluations ◽  
Different Types

PurposeWhile luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused).Design/methodology/approachTwo experimental studies were conducted. Study 1 provides initial evidence to our prediction that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism.FindingsFindings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities.Originality/valueThe study illustrates a novel mechanism that shows when and how different corporate donations influence luxury brand evaluations.

scholarly journals The interplay of managerial and non-managerial controls, institutional work, and the coordination of laterally dependent hospital activities

2017 ◽  
Vol 14 (4) ◽  
pp. 467-495 ◽  
Author(s):  
Kari Nyland ◽  
Charlotte Morland ◽  
John Burns
Keyword(s):  
Design Methodology ◽  
The Other ◽  
Future Research ◽  
Structured Interviews ◽  
Institutional Work ◽  
Senior Managers ◽  
Content Type ◽  
Per Se ◽  
Complex Settings

Purpose The purpose of this paper is to explore two hospital departments, one of which is laterally dependent on the other to function, but which are subject to distinct vertical managerial controls. This complexity in vertical–lateral relations generates tension amongst the hospital’s senior managers and a perception of coordination difficulties. However, this paper shows how the interplay between managerial and non-managerial controls, plus important employee “work”, moderates tension and facilitates day-to-day lateral coordination at the patient-facing level. Design/methodology/approach This is a case-study, relying mostly on the findings of semi-structured interviews. Theoretically, the paper draws from previous insights on inter-organisational relations (but informing the focus on intra-organisational coordination) and an “institutional work” perspective. Findings Consistent with much extant literature, this paper reveals how non-managerial controls help to moderate tensions that could emerge from the coercive use of managerial controls. However, the authors also show a maintained influence and flexibility in the managerial controls at patient-facing levels, as new circumstances unfold. Research limitations/implications The findings of this paper could generalise neither all laterally dependent spaces in hospitals nor patterns across different hospitals. The authors recommend future research into the dynamics and interaction of managerial and non-managerial controls in other complex settings, plus focus on the purposeful work of influential agents. Originality/value The paper has two primary contributions: extending our knowledge of the interplay between managerial and non-managerial controls inside complex organisations, where non-managerial controls reinforce rather than displace managerial controls, and highlighting that it is seldom just controls per se which “matter”, but also agents’ purposeful actions that facilitate coordination in complex organisations.

Exploring young consumer's decision‐making for luxury co-branding combinations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanan Yu ◽  
Lori Rothenberg ◽  
Marguerite Moore
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Luxury Brands ◽  
Branding Strategy ◽  
Fast Fashion ◽  
Content Type ◽  
Luxury Brand ◽  
Trade Offs ◽  
Retail Format ◽  
Practical Implications

PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.

Shopping for kids’ luxury brands: young mothers’ identity quest in retail spaces

2016 ◽  
Vol 44 (11) ◽  
pp. 1084-1099 ◽  
Author(s):  
Virginie Silhouette-Dercourt ◽  
Christel de Lassus
Keyword(s):  
Design Methodology ◽  
Digital Technologies ◽  
Point Of View ◽  
Future Research ◽  
Young Mothers ◽  
Luxury Brands ◽  
Content Type ◽  
Store Environment ◽  
Identity Expression ◽  
Practical Implications

Purpose The purpose of this paper is to focus on mothers as key influencers in luxury retailing contexts. Design/methodology/approach Using a semiotic interpretation of mothers’ discourses, the authors underline the identity motivations for purchasing luxury apparel for their pre-adolescent children. Findings The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their “real” and “idealised” selves as well as the pushes and pulls of being a mother and a woman. Research limitations/implications The findings point to possible future research on this topic, particularly with regard to investigating how luxury stores and retailers can adapt so as to satisfy mothers’ identity quest. Practical implications Managers of luxury brand retail spaces looking at the future of retailing could analyse their store environment in the light of these mothers’ identity-related motivations. As well as focussing on how children look, store layout and merchandising should provide different spaces for mothers’ identity expression, using new in-store digital technologies. Originality/value This study is one of the first to analyse luxury shopping for children taking the point of view of mothers. The paper underlines how young mothers build their new maternal identity and their projected relationship with their child through purchases of children’s luxury goods in specific retail environments.

Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference

2017 ◽  
Vol 26 (5) ◽  
pp. 516-527 ◽  
Author(s):  
Areti T. Vogel ◽  
Kittichai Watchravesringkan
Keyword(s):  
Product Design ◽  
Brand Equity ◽  
Brand Attitude ◽  
Future Research ◽  
Luxury Brands ◽  
Brand Preference ◽  
Product Introduction ◽  
Consumer Evaluations ◽  
Content Type ◽  
Luxury Brand

Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another. Design/methodology/approach Using a scenario inspired by a lawsuit involving admitted copying practices, this study used a one-way (time of product introduction: the traditional luxury brand launches the product design before the neo-mass luxury brand vs the neo-mass luxury brand launches the product design before the traditional luxury brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand preference. Findings Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage in imitation practices more negatively than neo-mass luxury brands that do so. Research limitations/implications This research provides a deeper understanding of consumer response to imitation practices, along with managerial insight for luxury brands operating in that sphere. Limitations and future research directions are also offered. Originality/value This study appears to be one of the first to investigate imitation practices by using stimuli inspired by a copycat case, and one of few that assesses consumer evaluations of imitation by existing brands.

Past, present and future of luxury brands: a review and bibliometric analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rehan Husain ◽  
Taab Ahmad Samad ◽  
Yusra Qamar
Keyword(s):  
Integrated Approach ◽  
Future Research ◽  
Luxury Brands ◽  
Holistic View ◽  
Content Type ◽  
Luxury Brand ◽  
Academic Literature ◽  
Integrated Research ◽  
Research Themes ◽  
Emerging Topics

PurposeThis study aims to identify the present research trends and streamline future research possibilities in luxury brands by a systematic review of the existing literature.Design/methodology/approachA portfolio of 552 articles published between 1996 and 2020 in the luxury brands domain is collected from the Scopus database and analyzed using an integrated approach comprising bibliometric and content analyses.FindingsA comprehensive review of the available literature was done by identifying emerging topics, keywords and research themes. The study's findings indicate that the luxury brand is an exponentially growing theme; seven representative research clusters are identified and analyzed.Originality/valueThis study enriches the literature of luxury brand by presenting a holistic view of the academic literature using an integrated research methodology comprising bibliometric and content analysis techniques.

scholarly journals Advantages and potential challenges of data management in e-maintenance

2019 ◽  
Vol 25 (3) ◽  
pp. 378-396 ◽  
Author(s):  
Arian Razmi-Farooji ◽  
Hanna Kropsu-Vehkaperä ◽  
Janne Härkönen ◽  
Harri Haapasalo
Keyword(s):  
Data Management ◽  
Design Methodology ◽  
Management Practices ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Different Types ◽  
Maintenance Systems ◽  
Industry Leader ◽  
Practical Implications

Purpose The purpose of this paper is twofold: first, to understand data management challenges in e-maintenance systems from a holistically viewpoint through summarizing the earlier scattered research in the field, and second, to present a conceptual approach for addressing these challenges in practice. Design/methodology/approach The study is realized as a combination of a literature review and by the means of analyzing the practices on an industry leader in manufacturing and maintenance services. Findings This research provides a general understanding over data management challenges in e-maintenance and summarizes their associated proposed solutions. In addition, this paper lists and exemplifies different types and sources of data which can be collected in e-maintenance, across different organizational levels. Analyzing the data management practices of an e-maintenance industry leader provides a conceptual approach to address identified challenges in practice. Research limitations/implications Since this paper is based on studying the practices of a single company, it might be limited to generalize the results. Future research topics can focus on each of mentioned data management challenges and also validate the applicability of presented model in other companies and industries. Practical implications Understanding the e-maintenance-related challenges helps maintenance managers and other involved stakeholders in e-maintenance systems to better solve the challenges. Originality/value The so-far literature on e-maintenance has been studied with narrow focus to data and data management in e-maintenance appears as one of the less studied topics in the literature. This research paper contributes to e-maintenance by highlighting the deficiencies of the discussion surrounding the perspectives of data management in e-maintenance by studying all common data management challenges and listing different types of data which need to be acquired in e-maintenance systems.

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