Beschreibung:
Contents: Foreword / Sandor Czellar, David Dubois and Gilles Laurent -- List of abbreviations -- Part I: Evolving nature of luxury -- 1. The changing notions of materialism and status in an increasingly dematerialized world / Russell Belk -- 2. Liquid luxury / Fleura Bardhi, Giana M. Eckhardt and Emma Samsioe -- Part II: Luxury consumption functions -- 3. Evolutionary function of luxury consumption / Yajin Wang -- 4. Fulfilling identity motives through luxury consumption / Mario Pandelaere and L.J. Shrum -- 5. Fulfilling social needs through luxury consumption / David Dubois -- Part III: Luxury brand management -- 6. Luxury brand consumption in emerging economies: Review and implications / Kineta Hung and David K. Tse -- 7. Building and growing luxury brands: strategies for pursuing growth while maintaining brand coherence / Vanessa M. Patrick and Alokparna (Sonia) Basu Monga -- 8. Pricing luxury goods: more art than science / Denise Dahlhoff and Z. John Zhang -- 9. Managing the luxury shopping experience: implications for retail channels / Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Skinner Beitelspacher -- Part IV: Luxury brand culture -- 10. Art and aesthetics / Henrik Hagtvedt -- 11. Authenticity in luxury branding / Felicitas Morhart and Lucia Malär -- 12. Sensuality and experience / Bernd Schmitt -- Part V: Luxury brand communication -- 13. Communicating luxury brands through stories / Luca M. Visconti -- 14. Social media and luxury / Andrew T. Stephen -- Part VI: Morality issues of luxury -- 15. the evolution of counterfeit luxury consumption / Keith Wilcox and Judith Lynne Zaichkowsky -- 16. #luxe: influencers, selfies, and the marketizing of morality / Robert V. Kozinets -- 17. Luxury, and environmental responsibility / Anat Keinan, Sandrine Crener and Dafna Goor -- Index.
"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"--