...Jiarui Li; Jiyun Kang Purpose Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value...

...Hyunju Shin; Jacqueline Eastman; Yuan Li Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand...

...Chadwick J. Miller; Daniel C. Brannon Purpose The purpose of this paper is to investigate whether consumers in pre-owned durable goods markets (such as pre-owned automobiles) purchase products with higher premium/luxury positioning in a vertical line-up compared to consumers in new durable goods...

...Jean-Noël Kapferer; Pierre Valette-Florence Purpose Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands...

...Linda Lisa Maria Turunen; Hanna Leipämaa-Leskinen Purpose – The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury...

...Janis Dietz I actually think this book is not just for those managing, or hoping to manage, luxury brands. It is for marketers who must tease apart the different ways customers feel about brands, how brand positioning is sustained and enhanced during the product life cycle and the pitfalls...

... be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight. © Emerald Group Publishing Limited 2014...

...Bruno Godey; Daniele Pederzoli; Gaetano Aiello; Raffaele Donvito; Klaus‐Peter Wiedmann; Nadine Hennigs Purpose The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach...

...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Linda Lisa Maria Turunen; Pirjo Laaksonen Purpose The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods. Design/methodology...