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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 brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.
List of contents
Chapter 1. Introduction: Luxury Brand Management Insights and Opportunities; Joachim Kernstock, Tim Oliver Brexendorf and Shaun M. Powell.- Chapter 2. The End of Luxury as We Knew It?; Jean-Noël Kapferer.- Chapter 3. Luxury Brand Marketing - The Experience is Everything; Glyn Atwal and Alistair Williams.- Chapter 4. The Luxury Brand Strategy Challenge; Uché Okonkwo.- Chapter 5. The Specificity of Luxury Management - Turning Marketing Upside Down; Jean-Noël Kapferer and Vincent Bastien.- Chapter 6. Luxury Consumption in the Trade-Off Between Genuine and Counterfeit Goods: What are the consumers' underlying motives and value-based drivers; Klaus-Peter Wiedmann, Nadine Hennigs and Christiane Klarmann.- Chapter 7. Is Luxury Compatible with Sustainability? Luxury Consumers' Viewpoint; Jean-Noël Kapferer and Anne Michaut-Denizeau.- Chapter 8. Probing Brand Luxury: A Multiple Lens Approach; Karen Miller and Michael Mills.- Chapter 9. Managing the Growth Tradeoff: Challenges and Opportunities in Luxury Branding; Kevin Lane Keller.- Chapter 10. Measuring Perceptions of Brand Luxury; Franck Vigneron and Lester Johnson.- Chapter 11. Managing Luxury Brands; Jean-Noël Kapferer.
About the author
Jean-Noël Kapferer is a renowned thought leader on the mutations of luxury brands and luxury consumers in the world. Emeritus Professor at HEC Paris, he conducts his research at INSEEC Luxury Institute. Co-author of 'The Luxury Strategy', author of " How luxury can grow yet remain rare', his articles are widely published in leading international journals, and he leads executive seminars on luxury in China, Korea, Japan, USA, and Europe.
Joachim Kernstock is Head of Centre of Competence for Brand Management (KMSG) and a lecturer of Marketing at the University of St. Gallen, Switzerland. He works with leading Swiss and European corporates as a brand strategy advisor. He has published several books on brandingand is Co-Editor-in-Chief of the Journal of Brand Management.
Tim Oliver Brexendorf is Professor of Marketing and Director of the Henkel Center for Consumer Goods at WHU - Otto Beisheim School of Management, Germany, and also a visiting researcher at TuckSchool of Business at Dartmouth College, USA. His work has been published in a number of leading international journals and he is Co-Editor-in-Chief of the Journal of Brand Management.
Shaun M. Powell is Senior Lecturer in Marketing in the Faculty of Business at the University of Wollongong, Australia and Co-Editor-in-Chief of the Journal of Brand Management. Shaun has worked in the higher education sector in Australia, the UK and Asia and has published in the field of Brand Management in several high tier international journals and books.
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 brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.
