“…At the core of LM, ecosystem is a belief that brands and consumers interact to co-create value through luxury brand experiences. Consumer–brand relationships prove that luxury brands are more than just names, signs, and symbols (Hodge et al 2015 ), and value is co-created by nurturing these relationships. Fig.…”
The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though the field is still developing, it has been approached from multiple disciplines and methodologies. A structured bibliometric and content analysis enabled an in-depth study of the field’s evolution. Further, the results of bibliographic coupling indicate clusters of emerging themes in LM scholarship such as sustainability, social media marketing, counterfeiting, among others. Finally, a conceptual framework emerging from the thematic clusters and future research directions follow.
“…At the core of LM, ecosystem is a belief that brands and consumers interact to co-create value through luxury brand experiences. Consumer–brand relationships prove that luxury brands are more than just names, signs, and symbols (Hodge et al 2015 ), and value is co-created by nurturing these relationships. Fig.…”
The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though the field is still developing, it has been approached from multiple disciplines and methodologies. A structured bibliometric and content analysis enabled an in-depth study of the field’s evolution. Further, the results of bibliographic coupling indicate clusters of emerging themes in LM scholarship such as sustainability, social media marketing, counterfeiting, among others. Finally, a conceptual framework emerging from the thematic clusters and future research directions follow.
“…Brand personality also represents brand identity (Azoulay and Kapferer, 2003), which, indirectly, is related to the product attributes, category associations, brand name, symbol or logo, advertisement, price and distribution channel (Choi et al, 2011). Consumers tend to build a relationship with certain brands through consistent personality characteristics that they have with the brand (Hodge et al, 2015) as a self-expression (Wallström et al, 2010) to represent their self-concept (Ward and Dahl, 2014). Brand personality is indeed important as it affects the brand positioning, product price, target market and retail image.…”
Bonia is a well-known luxury fashion brand for leatherwear, footwear, apparel and accessories. This research focuses on the familiarity and the likelihood of Malaysians to purchase the product and the perception of the brand personality of Bonia by adapting the personality dimensions theory as the main pillar for measurement. The primary data for this research were collected through an online survey. According to the findings, the majority of Malaysians are familiar with the brand and are likely to purchase its products. The analysis of the findings for brand personality shows that Bonia is perceived as a competent, sincere and sophisticated brand. There were relatively few respondents who perceived that Bonia was an exciting and rugged brand. Bonia should be marketed to customers who are competent, sincere and sophisticated to match the personality of the product's brand with individual consumers. Neither excitement nor ruggedness represents the personality of Bonia.
“…The question to be investigated is if in the new culturally distant markets, as China, the standardization strategy should be always adopted by luxury companies or adaptation is the more suitable solution in certain luxury industries (Zhang et al 2012). The case of western cosmetics companies entering the Chinese market has been studied as a possible new approach to the luxury market strategy (Oswald 2010, Hodge et al 2015.…”
Section: Global Strategies: Standardization Versus Adaptationmentioning
Abstract. The aim of this paper is to determine if the standardization strategies, widely implemented by the luxury companies in international markets, can successuflly adopted in the Chinese Markets. In order to verify this statement, we analyse the luxury cosmetics industry in a market characterized by evident cultural differences. The cultural differences have been studied in term of beauty ideals and consumers' behavior and expectations. We study four western luxury cosmetics companies. Although the first moves were mainly shaped on replication and standardization, the cultural differences force the four western companies to transform their orientation towards adaptation. This finding was partially unexpected and suggests that for specific type of luxury products the adaptation and flexibility are required despite the drift to replicate the standardized marketing strategies. These results are consistent with those of other studies suggesting the need for a balanced approach of standardization and adaptation in managing the international strategies. .
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