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Research Handbook on Luxury Branding

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Research Handbook on Luxury Branding

9781786436344 Edward Elgar Publishing
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
Publication Date: 2020 ISBN: 978 1 78643 634 4 Extent: 368 pp
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.

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Critical Acclaim
Contributors
Contents
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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.
Critical Acclaim
‘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
Contributors: F. Bardhi, A. Basu Monga, L.S. 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
Contents:

Foreword xviii
Sandor Czellar, David Dubois and Gilles Laurent
List of abbreviations xxxi

PART I EVOLVING NATURE OF LUXURY
1 The changing notions of materialism and status in an
increasingly dematerialized world 2
Russell Belk
2 Liquid luxury 22
Fleura Bardhi, Giana M. Eckhardt and Emma Samsioe

PART II LUXURY CONSUMPTION FUNCTIONS
3 Evolutionary function of luxury consumption 44
Yajin Wang
4 Fulfilling identity motives through luxury consumption 57
Mario Pandelaere and L.J. Shrum
5 Fulfilling social needs through luxury consumption 75
David Dubois

PART III LUXURY BRAND MANAGEMENT
6 Luxury brand consumption in emerging economies: review and
implications 93
Kineta Hung and David K. Tse
7 Building and growing luxury brands: strategies for pursuing
growth while maintaining brand coherence 117
Vanessa M. Patrick and Alokparna (Sonia) Basu Monga
8 Pricing luxury goods: more art than science 138
Denise Dahlhoff and Z. John Zhang
9 Managing the luxury shopping experience: implications for
retail channels 150
Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren
Skinner Beitelspacher

PART IV LUXURY BRAND CULTURE
10 Art and aesthetics 171
Henrik Hagtvedt
11 Authenticity in luxury branding 190
Felicitas Morhart and Lucia Malär
12 Sensuality and experience 208
Bernd Schmitt

PART V LUXURY BRAND COMMUNICATION
13 Communicating luxury brands through stories 225
Luca M. Visconti
14 Social media and luxury 248
Andrew T. Stephen

PART VI MORALITY ISSUES OF LUXURY
15 The evolution of counterfeit luxury consumption 265
Keith Wilcox and Judith Lynne Zaichkowsky
16 #Luxe: influencers, selfies, and the marketizing of morality 282
Robert V. Kozinets
17 Luxury and environmental responsibility 300
Anat Keinan, Sandrine Crener and Dafna Goor

Index 323

This title is available for institutional purchase via Elgaronline.

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eISBN: 978 1 78643 635 1

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