Doing more with less: toward a parsimonious approach to examining brand luxury (original) (raw)

Contributing clarity by examining brand luxury in the fashion market

Journal of Business Research

Research relevant to the creation and development of luxury brands is a growing area in the literature. Offering insight, previous research also contributes evidence of a lack of clarity regarding a definition, operationalization, and measurement of brand luxury. This study focuses specifically on this issue within the pre-eminent luxury fashion brands category. Carefully examining brand luxury and the dimensions and relationships underlying the luxury fashion brand, this study develops a conceptual model. Testing across three specific fashion categories the Brand Luxury Model makes important contributions, by clarifying the confusion evident in earlier brand luxury research, supplying evidence about the importance of brand leadership, and helping brand managers and academics by creating a useful framework to depict the luxury fashion brand.

Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review

Qualitative Market Research: An International Journal, 2023

Purpose-Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation. Design/methodology/approach-This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus. Findings-The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer-and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives. Research limitations/implications-The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues. Originality/value-The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes

Reality or Relativity: Understanding The Context and The Concept of Luxury Branding & Marketing

Luxury branding and marketing is a new ball-game altogether, both from the perspective of the marketer as well as the consumer. Luxury brands have always been seen as a fascinating space and luxury brand marketing as one of the most complicated areas to develop strategies and marketing mix. Consumer‟s perception of value is changing and their concept of luxury is metamorphosing. It therefore becomes imperative to view it form both angles that is in relation to and isolation from the „regular‟ goods and their marketing strategies. Over time LUXURY meant different things to people in different cultures. It is a conceptual and symbolic dimension mainly irrational and engages strong and intense multi-sensory emotions of consumers. It is also a culture and a philosophy and therefore requires deep understanding of the brand and its profile, before the adoption of business practices because its particulars and marketing mix strategies are fundamentally different from other types (regular) of goods and services. As quoted by Philip Kotler “Luxury is above all a world of brands”. The luxury brands go beyond the object, they are built from the reputation of its creations. It is crucial to listen to the client although consumer‟s attitudes and behaviors towards luxury are ambivalent and for them the most important characteristics are: quality of goods, self indulgence, and ancestral heritage. This paper identifies several key factors for luxury brand success by analyzing its marketing mix and how luxury goods are different from regular goods and then go on to explore some facets and trends of the luxury goods as well as their market and consumers, impact of internet technologies, and Intellectual Property violations. Considering that the luxury concept has shifted to the „new‟ meaning, we look into that aspect to understand the key drivers for luxury brands in today‟s context, as well as in the future.

Was luxury little researched? An exploration of studies and research trends in the area of marketing of luxury goods, before 2005

Management & Marketing Craiova, 2012

First questions that all scientists address when approaching a domain deal with how well studied it is, who were the main researchers and what has been studied. The answers help them establish their personal areas of interest and contribution. In order to help authors concerned with the luxury domain we decided to conduct a secondary marketing research in order to identify the studies and the research trends in the area of marketing of luxury goods, and their degree of approach. Due to space limitation, results were separated in two papers: the present one approaches the evolution in luxury research field before 2005, while a second one describes the evolution after 2005. Unique by its theme, this study is intended to be ambitious by analysing all the luxury materials to which the authors had access. The results confirmed the previous statement of different authors that (before 2005) luxury was little researched comparing to other domains

Luxury Brands A study of consumers' motivation to purchase luxury brands

The purpose of this study was to examine consumers' motives for buying luxury brands. The underlying motivation for why consumers buy luxury branded products is a field that is still lacking former research. The main objective of my research in this thesis was thus to provide new, interesting discoveries to the phenomenon luxury and purchasing motives. The assigned problem was to identify the associations that consumers have with a luxury fashion, brand and compare them with their associations with a non-luxury fashion brand, to better understand their preferences towards luxury. I have looked into different factors that can influence the consumers' behaviour, such as their explicit and implicit self-esteem, as well as the relationship between themselves and the brands.

Luxury brand strategies and customer experiences: Contributions to theory and practice

Journal of Business Research, 2016

This special issue on luxury brand strategies and customer experiences includes eleven research papers which are valuable for marketers and researchers. Articles are grouped by topic-social media and digital marketing, ingredient branding and value creation, luxury retailing, and luxury consumer experience. The introductory article in this special issue places each article in one of four categories even though some of articles include information relevant to at least one other topic and briefly introduces unique and interesting about each article. This selection of papers written by 34 authors representing ten countries serves to extend the luxury brand research area in need of new developments, theories, and practices in light of the trends toward global luxury industries.

Consumer Attitude towards Luxury : A Review on Luxury Value Perceptions

2015

The luxury brand market went through a dramatic transformation in terms of its identity and focus. This transformation has marked a significant change in how consumers define and perceive luxury. Luxury has evolved from a “traditional luxury” targeted at the most affluent consumers to a “new luxury” that focuses on a wider range of consumers. New luxury consumers buy luxury products for different reasons than those of the wealthiest group. Understanding various hidden reasons behind luxury consumption is crucial to develop a conceptualization of luxury brands and perception of values. This study discusses relevant literature on consumer attitudes, consumption motives and luxury perceptions. Discussions of this study serve as groundwork for further research in this area.

" Do Luxury brands reflect Status or Conspicuousness? " - Literature based review on case comparison of Luxury Cars, Fashion Designs and Watches

The purpose of this paper is to understand the status and conspicuousness using the new luxury brand context as a reference point. This knowledge will be utilized to establish evidence that allows an exploration of the relationship between status and conspicuousness as dimensions of luxury brand perception. Status and conspicuousness are revealed to constitute two different, although related, dimensions of luxury brands and should therefore be measured as distinct constructs when assessing brand luxury. Strategic marketing implications for marketing managers are identified and discussed within the context of the three product categories. Keywords: Branding; Conspicuous Consumption; Luxury; New Luxury; Status

The new wave of luxury: the meaning and value of luxury to the contemporary consumer

Qualitative Market Research: An International Journal, 2019

Purpose The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts. Design/methodology/approach A mixed-methods qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups. Findings The study contributes to the field of luxury research by highlighting consumers’ interpretations of luxury as highly subjective, relative and contextual; showing that according to consumers, luxury relates to both consumption and non-consumption contexts; illustrating the value of luxury as a multidimensional construct in both contexts; and demonstrating how luxury may relate to a consumer’s desire to be meaningful and genuine, thereby generating prudential value. In these cases, luxury is closely linked to consumers’ perceptions of meaningfulness and well-being. Practical implications For marketing managers, the findings suggest that the wave of new luxury – seeking meaningfulness – may...