Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century
Authors: Duma, Fabio
Hallier Willi, Christine
Nguyen, Bang
Melewar, T.C.
DOI: 10.1362/146934716X14636478977197
Published in: The Marketing Review
Volume(Issue): 16
Issue: 1
Pages: 3
Pages to: 25
Issue Date: 2016
Publisher / Ed. Institution: Westburn Publishers
ISSN: 1469-347X
Language: English
Subjects: Customer contact employees; Luxury; Brand strategy; Brand managment; Service Marketing
Subject (DDC): 658.8: Marketing management
Abstract: 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.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Appears in collections:Publikationen School of Management and Law

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