...and they lived luxury ever after: storytelling as a driver for luxury brand perception and consumer behaviour

2018 ◽  
Vol 1 (4) ◽  
pp. 283
Author(s):  
Jan C.L. König ◽  
Janina Haase ◽  
Nadine Hennigs ◽  
Klaus Peter Wiedmann
Keyword(s):  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Perception

...and they lived luxury ever after: storytelling as a driver for luxury brand perception and consumer behaviour

2018 ◽  
Vol 1 (4) ◽  
pp. 283
Author(s):  
Jan C.L. König ◽  
Klaus Peter Wiedmann ◽  
Nadine Hennigs ◽  
Janina Haase
Keyword(s):  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Perception

Luxury in Emerging Markets: Towards Understanding New Prestige Brands in India

2020 ◽  
Author(s):  
Glyn Atwal ◽  
Douglas Bryson ◽  
J. P. Kuehlwein
Keyword(s):  
Emerging Markets ◽  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Building ◽  
The Future ◽  
Sustainable Advantage ◽  
Brand Strategies ◽  
Luxury Market

The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order to achieve a sustainable advantage with luxury and prestige brands. With a focus on India, this chapter consequently applies the following principles of prestige brand building: (1) mission incomparable, (2) longing versus belonging, (3) from myth to meaning, (4) the product as manifestation, (5) living the dream, (6) unselling, and (7) never-ending growth. Examples include local and international brands with varying degrees of “luxuriousness”. Insights will provide luxury executives the option of using the principles of modern prestige branding to build the future of their brand on a robust foundation.

scholarly journals Mass Prestige brands – the end of traditional luxury brand marketing?

2019 ◽  
pp. 187-198
Author(s):  
Joanna Pietrzak
Keyword(s):  
Model Fit ◽  
Luxury Brands ◽  
Luxury Brand ◽  
Value Perceptions ◽  
Brand Marketing ◽  
Brand Values ◽  
Goods Market ◽  
Perception Model ◽  
Brand Perception ◽  
Market Strategies

The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is losing its elitist and exclusive character. The aim of this paper is to explore the changes in luxury brand marketing and to introduce the emergence of a new branding philosophy – Mass Prestige brands. The concept of Mass Prestige brands emerged as a response to luxury losing its elitist character, and it was intended to combine elements of luxury brand values perception with mass-market strategies. The key question of the discussion presented in this article is whether the values included in the luxury brand perception model fit Mass Prestige brand value perceptions, and if so, to what extent. Personal (“luxury for oneself”) and social (“luxury for others”) value dimensions of luxury brands were taken into consideration and confronted with the principles of Mass Prestige strategies. As a result, a modified version of the model was proposed that includes only the elements that are relevant to the buying motives of newly rich consumers seeking Mass Prestige brands.

scholarly journals CONSUMER BUYING PSYCHOLOGY AND BRAND PERCEPTION: INFLUENCE OF WORD OF MOUTH COMMUNICATION

2020 ◽  
Vol 12 ◽  
pp. 159-168
Author(s):  
Rashmi Rai ◽  
Shruti Tripathi
Keyword(s):  
Consumer Behaviour ◽  
Word Of Mouth ◽  
Strong Relationship ◽  
Primary Objective ◽  
South Indian ◽  
The World ◽  
Brand Perception ◽  
Buying Behaviour ◽  
Word Of Mouth Communication ◽  
Indian Cities

Word-of-mouth Communication (WOM) has recently gained momentum in almost every operating industry in the world. WOM can be seen as a firms' intentional influencing of consumer-to-consumer communications about the firms' products. This study's primary objective was to determine whether there was any significant relationship between Word-of-mouth communication and Consumer buying behaviour specificity to the Indian cosmetics industry. The study was conducted with a sample size of 163 women, hailing mainly from South Indian cities, out of which Bangalore was predominant. The results of this study are to the Indian urban/metro population. The research eventually concluded a significant correlation between WOM and Consumer buying Behaviour, wherein consumer behaviour was measured in terms of Brand Perception, Search & Evaluation effort, and Risk Reduction. WOM's correlation with each of these aspects was positive and high, indicating a direct and strong relationship.

scholarly journals Peranan Atribut Ekstrinsik Merek terhadap Minat Beli Konsumen Smartphone Blackberry

Telaah Bisnis ◽  
2016 ◽  
Vol 14 (2) ◽  
Author(s):  
Anas Hidayat ◽  
Lhia Dwi Agustin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Equation Modeling ◽  
Brand Preference ◽  
Luxury Brand ◽  
Pocket Money ◽  
Economics Faculty ◽  
Brand Perception

 Abstract This research aims to examine the role of brand preference, luxury brand perception and country of origin in influencing consumers to buy Blackberry smarthphone, as well as to examine the role of country of origin in influencing luxury brand perception. The population of this research are students in economics faculty of Indonesia Islamic University, and the sample used is 250 respondent. This research was found that the most devotee of blackberry smartphone is women, with 53,6%, aged between 18-23 years old, with a pocket money between Rp1.000.000-Rp2.000.000 monthly and expenditure of Rp500.000-Rp1.499.999 monthly. By using Structural Equation Modeling, the results show that there are positive and significant impact on the country of origin to the purchase intention, positive and significant impact on the country of origin to luxury brand perception, positive and significant impact on the luxury brand perception to purchase intention and positive and significant impact on the brand preference to purchase intention of blackberry smartphone’s consumer in economics faculty of Indonesia Islamic University.

Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand

2014 ◽  
pp. 191-199
Author(s):  
Hao Zhang ◽  
Xiaoyu Zhao ◽  
Changhan Lee
Keyword(s):  
Emerging Markets ◽  
Social Dimension ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Luxury Brand ◽  
Value Perception ◽  
Functional Dimension ◽  
The World ◽  
Luxury Products ◽  
Brand Perception

South Korea, as one of the largest economies and emerging markets in the world, continues to be attractive to luxury companies. There is dramatic increase in purchasing power for luxury products in Korea. This chapter discusses Korean consumers' value perception of luxury products and their influences on consumers' attitudes to extended luxury brands. The result shows that functional dimension, financial dimension, social dimension, and brand dimension can significantly influence consumers' attitudes. At the end of the chapter, conclusions and implications are discussed.

scholarly journals A Discussion of a Luxury Apparel Brand Strategy in an Emerging Market: Conceptual Model with Network Perspectives

SIASAT ◽  
2020 ◽  
Vol 5 (2) ◽  
pp. 58-72
Author(s):  
Rachaya Kaolawanich ◽  
Hiroko Oe ◽  
Yasuyuki Yamaoka ◽  
Chih Yuan Chang
Keyword(s):  
Conceptual Model ◽  
Consumer Behaviour ◽  
Emerging Market ◽  
Analytical Framework ◽  
Brand Strategy ◽  
Collaborative Network ◽  
Exploratory Research ◽  
Luxury Brand ◽  
Strategic Behaviour ◽  
Supply Chain Relationships

This study explores the Burberry apparel brand’s position and its strategic behaviour seeking new customers in the new market. This exploratory research pays particular attention to business potential and opportunities in an emerging market, Vietnam. To evaluate Burberry’s strategies and the potential, the collaborative network relationships are discussed in details, that is followed by the discussion of the key themes for Burberry to consider in the Vietnamese market, where Burberry has recently begun expanding its businesses. The outcome of the study suggests that the Western luxury brand apparel needs to understand the targeted markets’ systems and consumer behaviour, from there it is inevitable to design strategic plan how to engage the stakeholders in the ubiquitous supply chain relationships. In the end, a conceptual model with network perspectives is proposed: The model will be an analytical framework with key agenda items for the luxury brand which aims to enter the new market, and also the research limitations and further research opportunities are discussed. 

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