Luxury brand marketing – The experience is everything!

Atwal, Glyn; Williams, Alistair

doi:10.1057/bm.2008.48

Cited by 456 publications

(304 citation statements)

References 19 publications

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“…The focus on fulfilling dreams carries with it an important implication: that luxury communication does not necessarily follow typical marketing mix rules (Kapferer & Bastien, 2009McCarthy, 1960), but priorities are brand image control and customer experience (Atwal & Williams, 2009). Thus, luxury marketers need to think beyond traditional marketing schemes, seeing marketing as a process through which they can deliver products that allow luxury consumers to fulfill their aspirations and dreams (Dubois & Paternault, 1995;Truong, McColl, & Kitchen, 2010).…”

Section: Communicating Dreams Through Luxurymentioning

confidence: 99%

The Importance of Dream in Advertising: Luxury Versus Mass Market

Amatulli¹,

Angelis²,

Pichierri³

et al. 2018

IJMS

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Luxury companies typically follow managerial approaches that differ from those of mass market companies and, in particular, their marketing strategies are based on opposite tactics. For instance, luxury companies commonly use imagery rather than text in their print advertising as a way of allowing customers to assign their own personal meanings to the message, thus fulfilling their desire to dream. Indeed, in this current era of information proliferation, today's consumers are increasingly less willing to process advertising information they receive as text. In this study we explore luxury communication by analyzing some luxury brands' print advertisement and showing how luxury companies mainly communicate through images instead of text, thus creating appealing advertisements. On the basis of those results and some literature insights, we formulate some managerial propositions that mass market companies may use to start developing dream-evoking communication in order to appeal to modern consumers. In particular, we present mass market managers with suggestions about how to employ the luxury model to make their communications more aspirational than rational through imagery rather than text.

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Section: Communicating Dreams Through Luxurymentioning

confidence: 99%

The Importance of Dream in Advertising: Luxury Versus Mass Market

Amatulli¹,

Angelis²,

Pichierri³

et al. 2018

IJMS

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“…It refers to the level and type of interactivity between the supplier and the customer where they are interactively co-creating the unique experience (Atwal and Williams 2009).…”

Section: Definitions Of Termsmentioning

confidence: 99%

“…Traditional consumer-products marketers start from a foundation that assumes their customer is rational and makes logical purchase decisions (Atwal and Williams 2009). Luxury goods marketers start with a completely different assumption, that their consumers are not rational but are emotional, irrational, and pleasure-seeking in their purchase decision-making (Atwal and Williams 2009).…”

Section: The Luxury Strategymentioning

confidence: 99%

“…Luxury goods marketers start with a completely different assumption, that their consumers are not rational but are emotional, irrational, and pleasure-seeking in their purchase decision-making (Atwal and Williams 2009). Luxury marketers go further, building their marketing strategies upon the premise that consumer commitment is commensurate with an enjoyable experience (Atwal and Williams 2009). To capitalize on this relationship between consumer experience and commitment, brand quality and quantity of enhancements reinforce uniqueness (Atwal and Williams 2009).…”

Section: The Luxury Strategymentioning

confidence: 99%

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U.S. CEOs of SBUs in Luxury Goods Organizations: A Mixed Methods Comparison of Ethical Decision-Making Profiles

Wisler¹

2016

J Bus Ethics

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This study involved using a mixed method research design to examine the moral philosophy difference between the ethical decision-making process of CEOs in U.S.-led and non-U.S.-led within the luxury goods industry. The study employed a MANOVA to compare the ethical profiles between the two leader types (US and non-US led) and a phenomenological qualitative process to locate themes that give indication as to the compatibility of the luxury strategy values and practices with the principles and concepts of responsible leadership and conscious capitalism. As the luxury goods industry is facing the first slowdown since 2000, pressure to achieve sales targets in the U.S. to make up for losses in other markets will place these CEOs under extreme pressure from their headquarters. These leaders must possess the ethical decisionmaking capability to balance legal and moral dilemmas unique to multinational luxury goods organizations while delivering business results in a challenging environment. Results of the study show no evidence of difference in the ethical decision-making profiles between the two groups of leaders. The themes and emergent findings resulting from the qualitative analysis indicate a profound incompatibility between the values informing decision-makers using the luxury strategy and those employed by leaders operating within the principles and parameters of responsible leadership and conscious capitalism. Recommendations for future research include replicating the study with a larger sample, within a different geographic region or comparing leaders using the luxury strategy to those using conscious capitalism. Chapter 1: The ProblemThe purpose of this study is to focus on the area of the ethical decision-making process of leaders within the luxury goods industry. This chapter describes the background and significance of the problem, the purpose of the study, the research questions formulated to address the problem and the hypotheses to address the research questions. In addition, this chapter presents the theoretical framework for the study and an overview of the research methodology the researcher employed during the study.

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“…As it is mentioned in the past researches the value perception of the luxury consumption can not only deal with either hedonic oriented view or status oriented view (Hennings et al, 2012). According to Atwal and Williams (2009) "the marketing of luxury goods has become increasingly complex, being associated not only with conveying an image of quality, performance and authenticity, but also with attempting to sell an experience by relating it to the lifestyle constructs of customers". Hence from that perspective and based of the studies of his friends (2007, 2009), luxury goods can satisfy customers' functional, social, individual and financial needs and these four constructs are main drivers of customers' value perception.…”

Section: Introductionmentioning

confidence: 99%

What Influences the Repurchase Intention for Luxury Brands?-The Relative Impacts of Luxury Value Dimensions

Alan¹,

Dursun²,

Kabadayı³

et al. 2016

IBR

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This paper investigates the main antecedents of repurchase intention for luxury brands. In addition to the traditional understanding of repurchase by trust and satisfaction this study specifically focuses on the relative and indirect impacts of luxury value drivers. Four different facets of luxury value (i.e. social value, individual value, financial value and functional value) were proposed to influence repurchase intention through encouraging brand trust and brand satisfaction. The researchers administer a survey to 500 undergraduate students in consideration of the luxury product -sunglasses-which they bought recently. Data analysis was performed using structural equation modeling. Results confirmed some of indirect encouraging effects of luxury value dimensions on repurchase intention. Functional and financial facets of luxury value were found to be essential for consumer satisfaction while individual value provided by a luxury brand was the main driver for consumer trust. Results, managerial implications and future research directions are discussed.

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Luxury brand marketing – The experience is everything!

Cited by 456 publications

References 19 publications

The Importance of Dream in Advertising: Luxury Versus Mass Market

The Importance of Dream in Advertising: Luxury Versus Mass Market

U.S. CEOs of SBUs in Luxury Goods Organizations: A Mixed Methods Comparison of Ethical Decision-Making Profiles

What Influences the Repurchase Intention for Luxury Brands?-The Relative Impacts of Luxury Value Dimensions

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