Luxury Brand Management in Digital and Sustainable Times

Chevalier, Michel; Mazzalovo, Gérald

doi:10.1002/9781119706328

Cited by 23 publications

(32 citation statements)

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“…Park et al (2016) refer to smartwatches as multi-category products as they are perceived as an extension of a smartphone, which is also a watch (Choi and Kim, 2016). While luxury watches are associated with a high level of heritage value, lastingness, exclusivity and visibility (Chevalier and Mazzalovo, 2008), it could be stated that luxury smartwatches are an important and pioneering sub-category of broader smart-fashion.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The concept of luxury is dynamic and multifaceted (Berry, 1994; Wiedmann et al , 2007) and can be defined from functional, social and psychological perspectives. Luxury, often associated with well-known, highly credible and exclusive brands (Chevalier and Mazzalovo, 2008), is consumed primarily for gaining social recognition, status or positive self-image in addition to their functional utilities (Kapferer, 1997; Vigneron and Johnson, 1999, 2004). Vigneron and Johnson (2004) developed luxury consumption motivations related to personal perceptions such as extended-self –integrating symbolic meanings into personal identity – and hedonism – intrinsic and emotional benefits of luxury consumption, such as sensory pleasure stimulation (Kapferer, 1997, De Barnier and Valette-Florence, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

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Exploring Millennial's perceptions towards luxury fashion wearable technology

Blázquez

Alexander

Fung

2020

JFMM

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PurposeThis study aims to examine the relationship between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore Millennial consumers' overall perceptions of using these wearable technologies.Design/methodology/approachThe research adopts a mixed methods approach. Quantitative enquiry consisting of 312 respondents was followed by two qualitative focus groups in order to provide a more comprehensive understanding of the issue.FindingsThe findings indicate that functional, individual and social factors influence Millennial consumers' adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating that luxury smartwatches are perceived as both a technological device and luxury fashion accessory.Originality/valueGiven extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring Millennial's perceptions towards using these new generation smartwatches. This research develops a theoretical framework building on technology adoption model 2 (Venkatesh and Davis, 2000), theory of reasoned action (Ajzen and Fishbein, 1975) and luxury perception models (Wiedmann et al., 2007).

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Exploring Millennial's perceptions towards luxury fashion wearable technology

Blázquez

Alexander

Fung

2020

JFMM

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“…People associate the term luxury with wealth, indulgence, exclusivity and aristocracy (Chevalier and Mazzalovo, 2008). In fact, luxury fashion brands are distinguished by people as brands that are characterized by global recognition, high quality and innovation, core competence, powerful and influential advertisement, flawless in-store presentation and superb customer service (Mrad et al , 2018).…”

Section: Luxury Fashion Brands In the Middle Eastmentioning

confidence: 99%

Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East

Ramadan

Nsouli²

2021

JFMM

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PurposeWith US$ 320 bn spent on luxury fashion in the Middle East and a growing digital consumer presence, local start-ups must form an integrated online relationship with millennials in order to recruit and retain a viable customer base. Nonetheless, these elements are yet to be extensively and properly researched as the literature is still scarce vis-à-vis this area.Design/methodology/approachA mixed qualitative approach was adopted using both in-depth interviews and focus groups. Two qualitative studies were conducted, with a total of 13 elite respondents and 28 consumer respondents from Saudi Arabia and the United Arab Emirates (UAE) using semi-structured interviews. Four focus groups were also conducted in both countries with six participants each group for triangulation of the findings.FindingsThe findings enhance current understanding pertaining to Gen Ys' motivations when selecting and engaging online with a luxury fashion start-up brand. The study suggests a detailed strategic framework that can be used in an integrated omni-channel approach. It also discusses the different touchpoints that play a role in influencing luxury consumption across different motivation stages.Originality/valueThe literature relating to digital strategies for luxury fashion start-up brands in the Middle East is still nascent. This study fills a considerable gap in the literature related to such brands that are aiming to stay relevant amidst the growing impact of the digital landscape on luxury fashion brand shoppers in the Middle East.

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“…So far, 20 empirical papers have dealt with that topic. The relevance of the integration of arts into branding strategy, at the conceptual and empirical level, is discussed with respect to luxury brands in particular by Kapferer (2014), who used the term “artification”, and by Kapferer and Bastien (2012), Chevalier and Mazzalovo (2012) and Tungate (2009). Chailan (2018) and Chailan and Valek (2014) found that 53.6 per cent of all luxury brands in Italy and France used art infusion techniques in their brand management strategies.…”

Section: The Past: What We Already Knowmentioning

confidence: 99%

Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration

Baumgarth

2018

JPBM

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Purpose This paper aims to present historical examples of collaborations between brand strategists and artists; provide an extensive, structured overview of existing published research on such collaborations and their effects; present seven papers comprising this special issue; and discuss ideas for further research into brand–art collaboration. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review. Findings First, this editorial underpins the relevance of brand–art collaboration in the past and present by reference to real examples. Second, it structures the diverse literature into four key aspects of the topic: inspiration, insights, identity and image. Third, it provides a glimpse of the seven papers selected for this special issue. Fourth and finally, it identifies a total of 16 avenues for further research, on four levels (artist, brand owner, consumer and cooperation process). Originality/value This editorial and the entire special issue together represent the first anthology on the topic of the interface between brand management and arts. The collection and classification of the existing literature, the formulation of ideas for future research and the content of the seven papers are collectively excellent starting springboards for new and fresh brand research projects.

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Luxury Brand Management in Digital and Sustainable Times

Cited by 23 publications

References 0 publications

Exploring Millennial's perceptions towards luxury fashion wearable technology

Exploring Millennial's perceptions towards luxury fashion wearable technology

Luxury fashion start-up brands' digital strategies with female Gen Y in the Middle East

Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration

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