Luxury Brand Marketing – The Experience Is Everything!

Atwal, Glyn; Williams, Alistair

doi:10.1007/978-3-319-51127-6_3

Cited by 95 publications

(39 citation statements)

References 17 publications

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“…Thus, from the perspective of marketing, in the current context, luxury has been conceived as symbols of consumers' dreams and desires that go beyond their functional aspect, according to Lipovestky (2002), Atwal & Williams (2009). According to Li, Li & Gamble (2012), the term "luxury" represents the top category of prestigious brands.…”

Section: Other Luxuriesmentioning

confidence: 99%

An Exploratory Study on the Dimensions that Motivate the Attitudes of Young Consumers to the Consumption of Luxury Products

Ferreira¹,

Tamashiro²,

Braga³

2017

Mediterranean Journal of Social Sciences

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Section: Other Luxuriesmentioning

confidence: 99%

An Exploratory Study on the Dimensions that Motivate the Attitudes of Young Consumers to the Consumption of Luxury Products

Ferreira¹,

Tamashiro²,

Braga³

2017

Mediterranean Journal of Social Sciences

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“…Thus, consumers make a powerful communication with brands to create their own identities by using the created identities of brands (Fournier, 1998). There is a powerful relationship between individuals' consumption materials and creations process of their social and personal identities; because, when the issue was investigated the consumption behaviors of individuals, it is seen that the benefits of products to create an identity for individual are more important their quality, performance and structure (Atwal & Williams, 2009). The product, which is used by individual, is bought because of its semiotic value more than functional benefit.…”

Section: The Importance Of Brand During the Creation Process Of Sociamentioning

confidence: 99%

Study on the Effect of Use of Luxury Brand During the Social Identity Projection of Individuals

Tunali

2016

TOJDAC

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The "Social Identity Theory", which has been developed by Henri Tajfel & John Turner, is defined as "the part of personality perception of individual, which is created with an individual's membership a group, knowledge with this membership, paid attention and emotional commitment on this membership". Social identity theory, beyond private and personal identities, touches upon the identity of a specific group membership. According to the researches about this issue, individuals reflect their social identities in the society with the products that they consumed and with the brands that they used. In this study, social identity and social identity theory is evaluated by defining the concept of identity firstly. After that, the definition of brand and the brand identity with the definition of luxury and luxury brand is made; in the end, the effect of use of luxury brand during the social identity projection of individuals is touched upon.

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“…Novos enfoques de marketing para as ML veem os consumidores como seres emocionais, em busca de experiências prazerosas, e não apenas como decisores, racionais focados nas características e benefícios dos produtos, tal como preconizava a visão tradicional (Atwal & Williams, 2009;Sung et al, 2015).…”

Section: Marcas De Luxounclassified

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

et al. 2016

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O marketing de marcas de luxo apresenta algumas particularidades em relação ao utilizado em outros mercados. O objetivo principal deste estudo é identificar os efeitos do endossamento de celebridades e do país de origem na avaliação de marcas de luxo. Para tanto, realizaram-se dois experimentos, nos quais as variáveis foram manipuladas por meio de anúncios publicitários desenvolvidos para este fim. Os resultados indicam que a) a avaliação da marca de luxo não é favorecida pela utilização de endossamentos, mesmo de celebridades, e b) existem indícios quanto ao efeito país de origem na moderação da avaliação realizada pelos consumidores em determinadas circunstâncias.

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Luxury Brand Marketing – The Experience Is Everything!

Cited by 95 publications

References 17 publications

An Exploratory Study on the Dimensions that Motivate the Attitudes of Young Consumers to the Consumption of Luxury Products

An Exploratory Study on the Dimensions that Motivate the Attitudes of Young Consumers to the Consumption of Luxury Products

Study on the Effect of Use of Luxury Brand During the Social Identity Projection of Individuals

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

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