Interpretations of Luxury - Exploring the Consumer Perspective

Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world. Taking the approach that the concept of luxury evolves from the consumer, the author introduces a conceptual model which explains how the consumer interprets the luxuriousness of a brand. This innovative study analyses the key elements that influence luxury branding, such as extended product, perceived uniqueness, authenticity and context specificity. By critically reflecting on the existing definitions of luxury and its challenges, this book makes a unique contribution to research and an essential read for marketing students and scholars.

List of contents

Part I. Fundamentals of Luxury- 1. Introduction.- 2. Concept of Luxury through the Lens of History.- 3. Evolution of Global Luxury Brands.- 4. Luxury Consumption and Consumption of Luxury Goods.- Part II. Interpreting the Luxuriousness of a Brand- 5. Defining Luxuriousness.- 6. Extended Product: Value in Use and Consumption.- 7. Perceived Authenticity.- 8. Perceived Uniqueness.- 9. Context Specificity of Luxuriousness.- 10. Conclusion: Reflections of Luxury.

About the author

Linda Lisa Maria Turunen is a postdoctoral researcher in the Faculty of Business Studies at the University of Vaasa, Finland. She has consultancy experience and a strong passion for exploration and research in the fields of luxury brands and perceived luxuriousness, secondhand luxury markets and upcycling. Linda has actively participated in numerous academic discussions at conferences and through various published articles.

Summary

Approaches the understanding of luxury by making sense of the concept against the context and time
Introduces the concept of luxuriousness and discusses this from product, brand and service perspective

Explores the constructs of perceived authenticity and uniqueness and how they contribute to the experience of a brand luxury

Product details

• Authors: Linda Lisa Maria Turunen
• Publisher: Springer, Berlin
• Languages: English
• Product format: Paperback / Softback
• Released: 01.01.2018
• EAN: 9783319869483
• ISBN: 978-3-31-986948-3
• No. of pages: 191
• Dimensions: 148 mm x 11 mm x 210 mm
• Weight: 276 g
• Illustrations: XIII, 191 p. 5 illus., 1 illus. in color.
• Series: Palgrave Advances in Luxury
• Subjects: Social sciences, law, business > Business > Individual industrial sectors, branches; Marketing, Branding, B, Business, Globalization, Economics, Market research, Business and Management, trade, Luxury, International business, Markets, Brands & branding, Emerging Markets/Globalization, Industries, Commerce, Sales & marketing, Consumer behavior, Management science, Motivation research (Marketing), Luxury goods industry, Branding (Marketing)