How the digital environment and its user experience effects the customer's perception of luxury brands and co-creation of brand value

Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value). Research limitations/implications – Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.

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Plane Visual Communication Design of User Experience Effect Based on Computer Simulation

Journal of Physics Conference Series ◽

10.1088/1742-6596/2143/1/012026 ◽

2021 ◽

Vol 2143 (1) ◽

pp. 012026

Author(s):

Fang Zhang ◽

Mingjiong Li

Keyword(s):

Computer Simulation ◽

User Experience ◽

Visual Communication ◽

Level Structure ◽

Three Dimensional ◽

Visual Communication Design ◽

Communication Design ◽

Virtual Reconstruction ◽

Dimensional Reconstruction ◽

Experience Effects

Abstract With the development and popularization of computer simulation technology, its application in all walks of life has become more and more extensive, and it has also effectively promoted the development of all walks of life. This article analyzes the elements of flat visual communication design, and it decomposes the multi-level structure of user experience effects in flat visual communication design. In addition, the design of plane visual communication requires the aid of a three-dimensional reconstruction system, so this paper also studies the hardware design and software design of the three-dimensional image virtual reconstruction system.

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Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Sustainability ◽

10.3390/su11236791 ◽

2019 ◽

Vol 11 (23) ◽

pp. 6791 ◽

Cited By ~ 5

Author(s):

Maria Teresa Cuomo ◽

Pantea Foroudi ◽

Debora Tortora ◽

Shahzeb Hussain ◽

T.C. Melewar

Keyword(s):

Purchase Intention ◽

Sustainable Consumption ◽

Academic Research ◽

Theory Development ◽

Brand Value ◽

Future Research ◽

Business Practices ◽

Luxury Brands ◽

The Uk

Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

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THE SURVIVAL OF FASHION LUXURY BRAND WHEN THE DESIGNER CHANGING: HOW TO BALANCE DESIGN AND MARKET IN ORDER TO MAINTAIN BRAND VALUE

10.12783/dtssehs/ehla2021/35705 ◽

2021 ◽

Author(s):

YI-YAN WANG

Keyword(s):

Marketing Strategy ◽

Critical Factor ◽

Brand Value ◽

Luxury Brands ◽

Core Competitiveness ◽

Luxury Brand ◽

Fashion Brand ◽

Luxury Industry ◽

Design Style ◽

Visual Marketing

Fashion designer is one of dominate role in a fashion luxury brand. There are many cases that luxury fashion brand via recruiting a creative designer to revive their commercial empire. For example, Tom Ford capitalizes on ten years to make nearly bankrupt Gucci resurge, even become a bellwether that value 4.3 billion market cap in the luxury industry[1]. But, that is not mean every designer could be lucky to cooperate with a brand that match his or her design style, such as the transitory cooperation of Kalvin Klein and Raf Simons. Thus, except the cooperation situation of designer and company, the other critical factor to determinate one designer whether match a brand is the balance between design and marketing. This report examines the plight of fashion luxury brand when designer changing. And explore how to remedy the loosing of brand core competitiveness and discuss a sires of reasons why new design concept useless for sales improvement, also, how to utilize marketing strategy such as visual communication to maintain brand equity. In this paper, the author conducted a series of comprehensive methodologies such as content analysis, historical research and case study to probe the role of designer for luxury brands and describes that marketing strategy might contribute to protect brand value in the period of brand upgrading. The research finding that, whilst designer changing, the visual marketing could be an effective method to help luxury fashion brand tide over difficulties, whole visual presenting of brand could maintain the impression in customer mind.

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The Influence of Perceived Rarity and Luxuriousness on Consumers’ Brand Attitudes: Observations in Japan

Journal of Advanced Computational Intelligence and Intelligent Informatics ◽

10.20965/jaciii.2016.p0504 ◽

2016 ◽

Vol 20 (4) ◽

pp. 504-511 ◽

Cited By ~ 1

Author(s):

Ken Kumagai ◽

◽

Shin’ya Nagasawa ◽

Keyword(s):

Factor Analysis ◽

Regression Analysis ◽

Principal Factor ◽

Brand Value ◽

Consumer Survey ◽

Brand Attitudes ◽

Luxury Brands ◽

Principal Factor Analysis ◽

Perceptions And Attitudes

When a non-luxury apparel brand attempts to raise its brand value by employing the luxury strategy, rarity management is a brand manager’s concern. This study focuses on apparel brand’s rarity as perceived by consumers and its influence on consumers’ brand attitudes depending on the extent of the brand’s luxuriousness. In this paper, a consumer survey is conducted in Japan to analyze consumers’ perceptions and attitudes toward 10 leading apparel brands. The results of principal factor analysis and regression analysis suggest that the higher a brand’s luxuriousness is, the more strongly its perceived rarity positively impacts on consumers’ brand attitudes. On the contrary, it is suggested that the lower a brand’s luxuriousness is, the more strongly its perceived rarity negatively impacts on consumers’ attitudes. This result implies the existence of the snob effect for luxury brands. Conversely, investments to raise consumers’ perceived rarity potentially might harm consumers’ attitudes towards the brand when the extent of brand’s luxuriousness is low.

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How to Manage Heritage Brands: The Case of Sleeping Beauties Revival

The Oxford Handbook of Luxury Business ◽

10.1093/oxfordhb/9780190932220.013.15 ◽

2020 ◽

Author(s):

Delphine Dion

Keyword(s):

Brand Equity ◽

Brand Management ◽

Sleeping Beauty ◽

Brand Awareness ◽

Brand Value ◽

Value Proposition ◽

Luxury Brands ◽

The Core ◽

Branding Strategies ◽

Sleeping Beauties

Many luxury brands place their heritage at the core of their brand value proposition and identity. This chapter analyses heritage brand management by focussing on a specific business issue—the revival of sleeping beauties. Sleeping beauties are brands that are no longer active on the market but still have potential brand equity that can be conjured up in the minds of consumers by rearticulating their heritage. The chapter presents three branding strategies used to revive a sleeping beauty: brand revitalisation, brand copying, and retrobranding. These strategies differ in the way they associate the brand with its past and heritage. Finally, the chapter investigates three issues that play a key role in the success of a brand revival: brand awareness on the market before revival, heritage reinterpretation, and heritage authentication.

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Picturing luxury, producing value: The cultural labour of social media brand influencers in South Africa

International Journal of Cultural Studies ◽

10.1177/1367877918821237 ◽

2019 ◽

Vol 22 (2) ◽

pp. 229-247 ◽

Cited By ~ 1

Author(s):

Mehita Iqani

Keyword(s):

Social Media ◽

Value Creation ◽

Brand Value ◽

Luxury Brands ◽

Global Brands ◽

Critical Scholarship ◽

The Aesthetic ◽

Insight Into ◽

Relevant Material

This article explores the cultural labour of social media influencers who market luxury brands on their Instagram profiles. Through an analysis of brand-relevant material posted by six social media ‘influencers’, this article provides insight into the aesthetic of their cultural labour. As context, a brief summary of literature on the concept of brand ambassadorship is offered alongside a discussion of critical scholarship that defines the work of social media influencers as a form of brand value creation. The article argues that there are three types of value creation evident in visuals created by the influencers: as attempts at celebritization, in telling the story of the brand, and as role of models of aspirational consumer-citizenship. It is argued that the visual work undertaken online by social media influencers contributes in significant ways to the production of the value of global brands, and that this should be contextualized within the unique socio-economic aspirations of consumers based in the global south.

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