Corporate purpose and employee well-being in the luxury industry

Duma, Fabio; Khalifa, Dina; Schäfer, Jule

doi:10.4324/9781003163732-15

Cited by 3 publications

(1 citation statement)

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“…In this sense, luxury companies should consider the well-being of their employees at the corporate level and in the marketplace, including those employees in direct contact with highly demanding luxury customers. Research shows that companies, especially in luxury sectors (Duma, Khalifa, and Schäfer 2022), along with experiential industries in which human capital is critical (for example, hospitality, services, and tourism industries), should focus on improving the employee experience by implementing employee-oriented actions. In this vein, Batat (2022b) argues that designing compelling employee experiences helps companies deliver positive customer experiences (Gentile, Spiller, and Noci 2007).…”

Section: Luxury Production Spherementioning

confidence: 99%

Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being

Batat

2022

Journal of Macromarketing

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This article lays the foundations for an emerging research stream introducing a new framework: transformative luxury research (TLR). The framework conceptualizes the relationship between the luxury ecosystem and people's well-being, which is affected by the interaction between luxury production and consumption entities as well as macroenvironment elements. The TLR framework lies at the intersection of luxury research, macromarketing literature, and transformative consumer research. The framework focuses on the well-being of individuals and communities involved in the luxury field. TLR provides a holistic view of how interactions between the luxury consumption sphere, including different profiles of consumers, and the entities of the luxury production sphere (e.g., employees, suppliers, organizations, and communities), are shaped by macro-level luxury stakeholders. Among them are institutions, public policymakers, academics, and technology firms. How do they all affect the individual and collective well-being at the economic, cognitive, emotional, and social levels? This framework helps scholars embrace a transformative luxury research mindset to advance the literature examining the impact luxury has on people's well-being.

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Section: Luxury Production Spherementioning

confidence: 99%

Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being

Batat

2022

Journal of Macromarketing

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How Corporate Brands Communicate their Higher Purpose on Social Media: Evidence from Top Global Brands on Twitter

Rudeloff,

Michalski

2023

Corp Reputation Rev

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Rising expectations in society for moral brand behavior have increased the relevance of brand purpose communication on social media. Nevertheless, there is a lack of fundamental research in this area. This study therefore examines brand purpose communication on Twitter, particularly with regard to the values addressed and the communication strategies implemented by corporate brands as well as the corresponding user engagement. A quantitative content analysis of 30 corporate Twitter accounts from 10 industries (n = 6000) shows that brand purpose is communicated across all brands and industries. The values of solidarity and sustainability are in the foreground. In an industry comparison, the FMCG industry and the financial services industry communicate most frequently on brand purpose issues, whereas the media industry and the luxury goods industry do so only marginally. Corporate brands predominantly use information strategy to communicate their brand purpose, although the involvement strategy leads to more engagement. Overall, the analysis shows that the potential of brand purpose communication is not being exploited to the same extent in all industries.

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Luxury is dead, long live luxury! Resonance as an alternative lens to advance our understanding of an eternal desire and a global business

Duma

2022

APJML

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PurposeIn contemporary business and marketing literature luxury is mainly approached from the perspectives of production, communication and consumption. The author argues that to understand the phenomenon in the future, different, more contextualized and human-focused lenses and methodologies are needed. He ventures out into philosophy, sociology and anthropology to broaden the perspective on the matter and proposes resonance, the theory of successful world relations, as an alternative view on luxury and luxury consumption.Design/methodology/approachThe paper is based on the authors' reflections and an extensive review of literature, including contributions from different academic disciplines.FindingsWith introduction of resonance the author provides an alternative theoretical and practical lens on a multifaceted and dynamic phenomenon that nurtures lucrative markets which must adapt and fundamentally redefine themselves in response to changing social, ecological, technological and economic circumstances and evolving customer needs pointing towards a new social paradigm.Originality/valueThe author presents a critical view on luxury and enriches the discussion in the marketing and business-related literature with the perspectives of philosophy, sociology and other disciplines, linking the phenomenon to resonance theory and the notions of rebellion and escape. The paper suggests new ways of intellectually, scientifically and commercially engaging with the notion luxury and aims at serving as a springboard for further research.

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Corporate purpose and employee well-being in the luxury industry

Cited by 3 publications

References 0 publications

Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being

Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being

How Corporate Brands Communicate their Higher Purpose on Social Media: Evidence from Top Global Brands on Twitter

Luxury is dead, long live luxury! Resonance as an alternative lens to advance our understanding of an eternal desire and a global business

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