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New perspectives in luxury branding.
This collection of key articles offers insights across a range of sectors. Some of the things the book will explain include: - The influence of social media on the building of luxury brands - The effect of the consumption of counterfeit luxury goods on identity - The value of brand extension as a st...
| Clasificación: | Libro Electrónico |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, UK :
Emerald Group Publishing Limited,
2015.
|
| Edición: | First edition. |
| Colección: | Emerald gems.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Front Cover; EMERALD GEMS: New Perspectives in Luxury Branding; Copyright Page; Contents; Preface; Identifying the Characteristics of Small Specialist International Retailers; Introduction; Literature Review; The Internationalisation of Specialist Retailers; SME Internationalisation; Summary; Methodology; Findings; Strong Company Brand Image and Identity; Niche Strategy; Dual Expansion Strategy; Dimensions of ownership; Vertical Integration from Manufacturing to Retailing; Discussion; Conclusions; References; Further Reading; About the Authors
- Flagship Stores as a Market Entry Method: The perspective of Luxury Fashion RetailingIntroduction; Entry Mode Research; Entry Mode Research: Manufacturing and Service Sector Perspectives; Entry Mode Strategy in International Retailing; International Fashion Retailing and Entry Mode Strategy; Luxury Fashion Retailing; Methodology; Research Position; Case Selection; Data Collection; Brief Descriptions of the 12 Luxury Companies; Findings; Flagship Characteristics; Motivations for Flagships as a Market Entry Method; Distribution partner relations; Fashion media relations; Customer relations
- DiscussionConclusions and Areas for Future Research; References; About the Authors; Self-congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands; Introduction; Literature Review; Brand Images, Attitude and Loyalty Toward a Brand; Brand Personality Congruity; Brand User Imagery Congruity; Brand Usage Imagery Congruity; Luxury Brands; Research Design; Sample, Product and Brand Selection; Questionnaire and Scale Development; Data Collection and Analyses; Data Collection; Construct Testing; Hypotheses Testing; Discussion and Conclusion; Summary and Research Implications
- Practical ImplicationsLimitations, Future Studies and Conclusion; References; About the Authors; Constructing Luxury Brands: Exploring the Role of Consumer Discourse; Introduction; Dominant Luxury Brand Paradigm; Co-creation and Brand Construction; Towards a Discursive Perspective on Brands; Study Methods; Research Design; Findings; The Subjective Nature of Luxury; Luxury as Subjective Experience; The Morality of Spending; The Art of Luxury (I am not a Consumer); Building Boundaries, Managing Tensions; Summary of Findings; Conclusions; References; Further Reading; About the Authors
- Corporate Branding, Emotional Attachment and Brand Loyalty: The Case of Luxury Fashion BrandingIntroduction; Literature Review; Corporate Branding; Corporate Branding in the Luxury Fashion Industry; Customer Emotional Attachment; Conceptual Framework; Emotional Attachment and Brand Loyalty; Corporate Associations and Emotional Attachment; Corporate Activities and Emotional Attachment; Corporate Values and Emotional Attachment; Corporate Personalities and Emotional Attachment; Corporate Benefits and Emotional Attachment; Method; Survey Instrument; Potential Response Bias