| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century |
| Autor/-in: | Duma, Fabio Hallier Willi, Christine Nguyen, Bang Melewar, T.C. |
| DOI: | 10.1362/146934716X14636478977197 |
| Erschienen in: | The Marketing Review |
| Band(Heft): | 16 |
| Heft: | 1 |
| Seite(n): | 3 |
| Seiten bis: | 25 |
| Erscheinungsdatum: | 2016 |
| Verlag / Hrsg. Institution: | Westburn Publishers |
| ISSN: | 1469-347X 1472-1384 |
| Sprache: | Englisch |
| Schlagwörter: | Customer contact employees; Luxury; Brand strategy; Brand managment; Service Marketing |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Luxury has fascinated humanity for millennia and it seems that it will continue to do so in the future. As seen in developed countries and emerging markets alike, the definitions of luxury are diverse and changing with the maturing of lifestyles. The same is true for the consumer base that used to be historically homogenous and is now turning highly heterogeneous, spanning from the traditional, loyal, elderly and affluent Western consumer to the up-and-coming wannabe consumer who is not so much interested in possession, but merely in the occasional usage of luxury items for certain events. However, marketing concepts, strategies and measures have yet to be adapted to the changing circumstances and the specifics of luxury brands. As respective theory is far from abundant, in this paper, based on existing theory, research of global market trends and industry representatives, the authors present a critical examination of behavioral branding constructs in the context of luxury brands and an agenda for future research. The authors introduce the 'brand behaviour funnel' into luxury branding, which is a concept for the analysis and management of brand-consistent employee behaviour with a strong foundation in social psychology. The model postulates that three tightly and logically connected components need to be fulfilled in order to get brandconsistent behaviour. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/12698 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | International Management Institute (IMI) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Duma, F., Hallier Willi, C., Nguyen, B., & Melewar, T. C. (2016). The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century. The Marketing Review, 16(1), 3–25. https://doi.org/10.1362/146934716X14636478977197
Duma, F. et al. (2016) ‘The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century’, The Marketing Review, 16(1), pp. 3–25. Available at: https://doi.org/10.1362/146934716X14636478977197.
F. Duma, C. Hallier Willi, B. Nguyen, and T. C. Melewar, “The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century,” The Marketing Review, vol. 16, no. 1, pp. 3–25, 2016, doi: 10.1362/146934716X14636478977197.
DUMA, Fabio, Christine HALLIER WILLI, Bang NGUYEN und T.C. MELEWAR, 2016. The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century. The Marketing Review. 2016. Bd. 16, Nr. 1, S. 3–25. DOI 10.1362/146934716X14636478977197
Duma, Fabio, Christine Hallier Willi, Bang Nguyen, and T.C. Melewar. 2016. “The Management of Luxury Brand Behavior : Adapting Luxury Brand Management to the Changing Market Forces of the 21st Century.” The Marketing Review 16 (1): 3–25. https://doi.org/10.1362/146934716X14636478977197.
Duma, Fabio, et al. “The Management of Luxury Brand Behavior : Adapting Luxury Brand Management to the Changing Market Forces of the 21st Century.” The Marketing Review, vol. 16, no. 1, 2016, pp. 3–25, https://doi.org/10.1362/146934716X14636478977197.
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