...Chen Wu; Jinghua Zhao Purpose In the context of new luxury consumption patterns, consumers are increasingly concerned with the craftsmanship image conveyed by luxury brands. This study aims to conceptualize and develop a scale for perceived craftsmanship from the consumer’s perspective...

...Ling Jiang; Juan Shan; Annie Peng Cui Purpose This study aims to investigate how luxury brands’ cause-related marketing strategies − focused on global versus local causes − influence perceived luxuriousness and purchase intention. It examines the moderating roles of consumers’ global versus local...

...Nina Michaelidou; Nikoletta Theofania Siamagka; Leonidas Hatzithomas; Luciana Chaput Purpose The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices. Design/methodology/approach...

...-of-mouth [WOM] and attitudinal loyalty intentions) responses. Design/methodology/approach Structural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media. Findings The results demonstrated that consumers’ brand...

...Christine M. Kowalczyk; Natalie A. Mitchell Purpose This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group influence and accessibility. Prior studies focused less on the salience...

... as an abstract strategic resource, into an element of the visual brand identity (Phillips et al., 2014). In other words, as follows: what does brand heritage look like on packaging, advertising or social media content? Existing research considers brand heritage as part of luxury brand visual...

...Jean Boisvert; Nicholas Jeremy Ashill Purpose The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The topic of brand/line extensions has been investigated in the mainstream branding...

.... The corresponding conceptual framework is the UHNWI luxury CX. Practical implications This study reveals how über luxury brand managers need to carefully manage the UHNWI clientele expectations, focusing their investment on their brand personnel and the way they can save their clients’ valuable time...

... was distributed worldwide on T-shirts with the aim of not using the luxury brand and celebrity-choice dog to draw attention to the humanitarian crisis in Sudan. Its international impact was enhanced when LVMH sued the artist and eventually lost the case on the grounds of “artistic freedom”. A third type of brand...

... in popularity much more than the others and offers highly effective communications and marketing channels for luxury brands that are marketed as a lifestyle. Chapter 14 (Mimesis and the Nexus of Luxury Industry in India) analyzes the growing Indian luxury market and the importance of moving away from mimesis...

... that they have at their disposal and that can be extremely helpful to address the future research agenda of this field. Brand management Brand heritage Luxury brands Brand equity Narratives The world in which we live is far more complex today than it was just a few years ago because of a feverish...

...Oriol Iglesias; Jatinder J. Singh; Mònica Casabayó; Kuang‐peng Hung; Annie Huiling Chen; Norman Peng; Chris Hackley; Rungpaka Amy Tiwsakul; Chun‐lun Chou Purpose There has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically...