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Advances in luxury brand management

Author: Jean-Noël Kapferer; Joachim Kernstock; Tim Oliver Brexendorf; Shaun M Powell
Publisher: Cham, Switzerland : Palgrave Macmillan, [2017]
Series: Journal of brand management: advanced collections.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kapferer, Jean-Noël.
Advances in Luxury Brand Management.
Cham : Springer International Publishing, ©2017
(OCoLC)964291716
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jean-Noël Kapferer; Joachim Kernstock; Tim Oliver Brexendorf; Shaun M Powell
ISBN: 9783319511276 3319511270
OCLC Number: 1004983382
Notes: Conclusions and Further Research Steps.
Description: 1 online resource
Contents: Advances in Luxury Brand Management; Contents; List of Figures; List of Tables; Introduction: Luxury Brand Management Insights and Opportunities; The Luxury Industry; Consumer Luxury Brand Perceptions; Ingredient Branding; Luxury Brand Experience and Journey; Luxury Brand Co-creation in a Digitally Connected World; Luxury and Sustainability; Luxury Brand Counterfeits; Outline of Chapters; Conclusion; References; The End of Luxury as We Knew It?; From Niche to Mass; Is Luxury Brand Management a Financially Driven Strategy?; From Bespoke Brands to World Megabrands. Why Luxury Needs Cult ProductsIs Luxury Management a Science of Artificial Rarity?; Self-elevation: Learning from Religion and Art; What Are the New Purposes of Luxury Stores Today?; Luxury Challenges for the Future: Sustaining the Gap; References; Luxury Brand Marketing --
The Experience Is Everything!; Introduction; A New Luxury Paradigm; Parameters of Luxury; Consumption of Luxury; Luxury and Postmodernism; Experiential Luxury Marketing; The Experience Economy; Dimensions of the Luxury Experience; Strategies for Experiential Luxury Marketing; Conclusions and Implications; References. The Luxury Brand Strategy ChallengeReferences; The Specificity of Luxury Management: Turning Marketing Upside Down; Introduction; Luxury Marketing: A Difference of Level or of Nature?; The Essence of Luxury: Recreating the Social Distance; Luxury as a Badge: Luxury for Others; Luxury for Oneself; Luxury and Fashion; Turning Marketing Upside Down; Forget About 'Brand Positioning', Worship Brand Identity; Be Superlative, Never Comparative; Should You Aim at the Pursuit of Perfection? No Flaws, No Charm; Resist Clients' Demands; Don't Look for Equality with Your Clients. Make It Difficult for Clients to BuyThe Role of Advertising Is Not to Sell; Advertise to Those Whom You Are Not Targeting; Raise Your Prices Continuously in Order to Increase Demand; Unveiling the Specific Marketing of Luxury Brands; The Luxury Sector Hit by the Economic Crisis; The Future of Luxury Brands: From Retreat to Rebound; References; Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What Are the Consumers' Underlying Motives and Value-Based Drivers?; Introduction; Theoretical Background and Construct Definition. The Luxury Concept and Motives for Luxury ConsumptionDefinition of Counterfeiting; Conceptual Model: Determinants of Consumers' Luxury Value Perceptions; Financial Value; Functional Value; Individual Value; Social Value; Counterfeiting Research: Selection Method and State of the Art; Price and Price-Quality Relationship; Product Characteristics and Related Involvement; Individual Characteristics; Status-Oriented Consumption; Implications for Countermeasures Against Counterfeit Consumption; Legal Countermeasures; Ethical Countermeasures; Economic Countermeasures.
Series Title: Journal of brand management: advanced collections.
Responsibility: Jean-Noël Kapferer, Joachim Kenstock, Tim Oliver Brexendorf, Shaun M. Powell, editors.

Abstract:

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  Read more...

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