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  4. Publikationen School of Management and Law
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dc.contributor.authorDuma, Fabio-
dc.contributor.authorBjörck, Albena-
dc.date.accessioned2021-05-05T12:59:27Z-
dc.date.available2021-05-05T12:59:27Z-
dc.date.issued2021-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/22424-
dc.descriptionKonferenz hat nicht stattgefundende_CH
dc.description.abstractThere is a lively scene of Swiss and other independent luxury watch brands acting in the shadow of the big, well-known players and addressing specific market niches of connoisseurs and collectors. These niche brands are catering to watch lovers who are looking for something new, different and beyond the mainstream: mechanical art pieces, bespoke watches and timepieces with ever more intricate complications or unusual designs. For newcomers in the industry, the world of mechanical watchmaking and the subculture of those, who often refer to themselves as #watchgeeks, can be a veritable minefield with many blunders to avoid. Building context-specific brand legitimacy, a congruence between what the brand stands for and the values, norms and beliefs of a social group, and implementing respective clues into the brand’s communication strategy, are crucial to gain acceptance and ensure long-term success. The present study, based on a qualitative methodology and the in-depth analysis of the case of a newly founded Swiss manufacturer of bespoke mechanical timepieces, sheds light on the brand legitimization process in a subculture of knowledgeable and demanding luxury consumers and industry insiders. It aims at a theoretical and practical contribution using brand legitimacy as a theoretical lens to a concrete business challenge.de_CH
dc.language.isoende_CH
dc.publisherMONACO SYMPOSIUM ON LUXURYde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectBrand legitimacyde_CH
dc.subjectLuxury brand legitimacyde_CH
dc.subjectLuxury start-upde_CH
dc.subjectSubculture of consumptionde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleEstablishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brandde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInternational Management Institute (IMI)de_CH
zhaw.conference.details4th Edition of the Monaco Symposium on Luxury 2021de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.start13de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedingsMonaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Futurede_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
Appears in collections:Publikationen School of Management and Law

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Duma, F., & Björck, A. (2021). Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand [Conference paper]. Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, 13.
Duma, F. and Björck, A. (2021) ‘Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand’, in Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future. MONACO SYMPOSIUM ON LUXURY, p. 13.
F. Duma and A. Björck, “Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand,” in Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, 2021, p. 13.
DUMA, Fabio und Albena BJÖRCK, 2021. Establishing brand legitimacy in the subculture of watchgeeks : case study of a newly launched Swiss niche luxury brand. In: Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future. Conference paper. MONACO SYMPOSIUM ON LUXURY. 2021. S. 13
Duma, Fabio, and Albena Björck. 2021. “Establishing Brand Legitimacy in the Subculture of Watchgeeks : Case Study of a Newly Launched Swiss Niche Luxury Brand.” Conference paper. In Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, 13. MONACO SYMPOSIUM ON LUXURY.
Duma, Fabio, and Albena Björck. “Establishing Brand Legitimacy in the Subculture of Watchgeeks : Case Study of a Newly Launched Swiss Niche Luxury Brand.” Monaco Symposium on Luxury 2021 : Managing Luxury Brands : Past, Present & Future, MONACO SYMPOSIUM ON LUXURY, 2021, p. 13.


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