Advances in Luxury Brand Management 1st Edition PDF eBook | Jean-Noël Kapferer
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Advances in Luxury Brand Management 1st Edition PDF eBook | Jean-Noël Kapferer

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262
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15.58 MB
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Digital PDF
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eBook[PDF]
About this ebook
Advances in Luxury Brand Management (1st Edition, 2017), edited by Jean-Noël Kapferer, Joachim Kernstock, Tim Oliver Brexendorf, and Shaun M. Powell, is a curated collection of foundational and modern research originally published in the Journal of Brand Management. [1, 2]
The book is structured into 11 chapters spanning several core pillars of the contemporary high-end market: [1, 2]
Global Luxury Consumer Segmentation
  • Cross-Cultural Motivations: How luxury consumer behaviors and perceptions differ between Western (occidental) established markets and rapidly evolving Eastern (oriental) consumer bases. [1]
  • The New Luxury Demographics: Shifting consumer behaviors among younger generations and growing demographics, evaluating how they form deep emotional connections to prestige items. [1, 2]
  • Snob and Veblen Effects: Analysis of psychological consumer drivers, such as the desire for interpersonal effects, status signaling, and absolute exclusivity. [1]
Specificity of Luxury Management & Experiential Marketing
  • The Luxury Marketing Mix: Moving beyond standard mass-market frameworks to advanced luxury models (such as the "8Ps of Luxury": performance, pedigree, paucity, persona, public figures, placement, PR, and pricing). [1, 2]
  • Experiential Branding: A deep dive into why "the experience is everything" in modern retail. This covers multi-sensory brand building, storytelling, and creating immersive consumer journeys. [1, 2]
  • Exclusivity vs. Growth: Balancing the traditional "anti-laws of marketing" (maintaining rarity, high margins, and tight distribution networks) against the business pressures of international growth and corporate brand architectures. [1, 2]
Sustainability and Corporate Social Responsibility (CSR)
  • The Sustainability Paradox: Addressing the inherent friction between luxury's association with indulgence/excess and the growing regulatory and consumer demand for ethical practices.
  • Sustainable Operations: Practical examples of luxury brands embedding corporate social responsibility into their supply chains, craftsmanship preservation, and environmental strategies. [1, 2, 3]
Customer Perspectives & Digital Transformation
  • Customer-Brand Relationships: Mapping the complex, co-creative, and sometimes non-linear relationships that buyers cultivate with high-end brands over time.
  • Digital and Counterfeit Challenges: Navigating the modern landscape of e-commerce, digital brand identity, and managing threats like global counterfeit markets and market diluters. [1, 2, 3]

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Topics

Cross-Cultural Motivations: How luxury consumer behaviors and perceptions differ Customer Perspectives & Digital Transformation Customer-Brand Relationships: Mapping the complex co-creative Digital and Counterfeit Challenges: Navigating the modern landscape of e-commerce Exclusivity vs. Growth: Balancing the traditional "anti-laws of marketing" Experiential Branding: A deep d why "the experience is everything" Global Luxury Consumer Segmentation Snob and Veblen Effects: Analysis of psychological consumer drivers Specificity of Luxury Management & Experiential Marketing Sustainability and Corporate Social Responsibility (CSR) Sustainable Operations: Practical examples of luxury brands embedding The Luxury Marketing Mix: Moving beyond standard mass-market frameworks The New Luxury Demographics: Shifting consumer behaviors among younger generations The Sustainability Paradox
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