Print page

Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Professor of Marketing, HEC Lausanne, University of Lausanne, Switzerland, Keith Wilcox, Barbara and Meyer Feldberg Associate Professor of Business, Columbia Business School, Columbia University, US and Sandor Czellar, Professor of Marketing, HEC Lausanne, University of Lausanne, Switzerland
Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
Extent: c 384 pp
Hardback Price: $210.00 Web: $189.00
Publication Date: April 2020
ISBN: 978 1 78643 634 4
Availability: Not yet published
$0.00

Buy the E-Book @ paperback price

  • eISBN: 978 1 78643 635 1

Join our mailing list

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field.

Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound changes that are affecting the luxury industry, and that will continue to shape its future. Chapters consider the socioeconomic, psychological, technological and political shifts in consumers’ desires, practices and purchases of luxury products, taking a multi-method, cross-disciplinary approach that offers both offers concrete research avenues and outlines future management challenges.

This comprehensive Handbook will be critical reading for students of marketing, branding and advertising looking for an overview of the field of luxury branding research, as well as proving useful to scholars both as a reference tool and to help generate their own research ideas. It will also provide practical guidance to managers of luxury brands.
‘Previously limited to the wealthiest, luxury is now a central phenomenon of our modern societies. Luxury brands reflect the diffusion of materialism across social classes and generations, the extent of social competition and self branding and the aestheticization of desire. As a result, luxury branding is now studied by researchers from around the world and different angles. It is high time that a handbook brought these researchers together, summarized current research and paved the way for future research. Well done!’
– Jean-Noël Kapferer, INSEEC U. Luxury Research Center, France
Contributors include: F. Bardhi, A. Basu Monga, L. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malär, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. Zhang










Contents:

Foreword: Researching Luxury Consumption in a Global and Digital Age
Sandor Czellar, David Dubois and Gilles Laurent

Part I Evolving Nature of Luxury
1. The Changing Notions of Materialism and Status in an Increasingly Dematerialized World
Russel Belk

2. Liquid Luxury
Fleura Bardhi, Giana M. Eckhart and Emma Samsioe

Part II Luxury Consumption Functions
3. Evolutionary Function of Luxury Consumption
Yajin Wang

4. Fulfilling Identity Motives Through Luxury Consumption
Mario Pandelaere and L.J. Shrum

5. Fulfilling Social Needs Through Luxury Consumption
David Dubois

Part III Luxury Brand Management
6. Luxury Brand Consumption in Emerging Economies: Review and Implications
Kineta Hung and David K. Tse

7. Building and Growing Luxury Brands: Strategies for Pursuing Growth while Maintaining Brand Coherence
Vanessa M. Patrick and Alokparna (Sonia) Basu Monga

8. Pricing Luxury Goods: More Art than Science
Denise Dahlhoff and Z. John Zhang

9. Managing the Luxury Shopping Experience: Implications for Retail
Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Beitelspacher

Part IV Luxury Brand Culture
10. Art and Aesthetics
Henrik Hagtvedt

11. Authenticity in Luxury Branding
Felicitas Morhart and Lucia Malär

12. Sensuality and Experience
Bernd Schmitt

Part V Luxury Brand Communication
13. Communicating Luxury Brands through Stories
Luca M. Visconti

14. Social Media and Luxury
Andrew T. Stephen

Part VI Morality Issues of Luxury
15. The Evolution of Counterfeit Luxury Consumption
Keith Wilcox and Judith Lynne Zaichkowsky

16. #Luxe: Influencers, Selfies, and the Marketizing of Morality
Robert V. Kozinets

17. Luxury and Environmental Responsibility
Anat Keinan, Sandrine Crener and Dafna Goor

Index