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Investigating Extension Processes Of Luxury Brands
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Book Synopsis Investigating Extension Processes of Luxury Brands by : Michèle Motterle
Download or read book Investigating Extension Processes of Luxury Brands written by Michèle Motterle and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands discovered the great potential of brand extensions as a source of growth early on, especially when other ways of increasing sales and profitability have been exploited. Indeed, launching a new product under an established name not only reduces costs but also offers non-financial benefits by transferring positive associations of the brand image onto new products. However, when it comes to luxury brands, the factors influencing a successful brand extension might be slightly different due to the characteristics of these brands. This thesis investigates luxury brand extensions with a particular focus on their underlying processes and the elements that lead to a successful market entry. Based on three case studies, the decision-making process is analysed in detail from a managerial and organisational perspective.
Book Synopsis Investigating Extension Processes of Luxury Brands by : Fiona Amann
Download or read book Investigating Extension Processes of Luxury Brands written by Fiona Amann and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This thesis investigates extension processes conducted in actual luxury organizations using the example of children's wear extensions, a current trend within the luxury fashion industry. Because the ambition is to explore the central drivers of such extensions, their underlying decision-making and realization processes as well as their success factors in-depth and in their real-life context, this research adopts a case study methodology. The study progresses towards a generalizable luxury brand extension process model that depicts the motivations of luxury brand extensions, the critical phases of the process and the conditions influencing their effective transition. The findings show that luxury brands adopt the children's wear business for both commercial and branding-related reasons. These drivers correspond to the common rationales leading to brand extensions. The high market potential of the luxury children's wear segment due to increasing consumer demand induced by favorable social, psychological, demographic and macroeconomic trends explains the ongoing frequency of extensions into this field. Factors evaluated critical for extension performance are high brand equity resulting out of a unique, coherent identity and a strong core business; the future potential of the target market and its familiarity to the parent brand's identity and area of expertise; the timing of the market entry; the development and implementation of an elaborated extension concept that is in line with the parent brand's core values and based on a preliminary SWOT analysis aimed at maximizing the chances of success of the new business while minimizing risks of brand dilution; the consistent replication of the luxury marketing strategy in the execution of the extension necessitating a tightly controlled supply chain and, finally, excellent managerial abilities rooted in the presence of complementary teams and cross-divisional collaboration paired with.
Book Synopsis Research Methods in Luxury Management by : Michael J. G. Parnwell
Download or read book Research Methods in Luxury Management written by Michael J. G. Parnwell and published by Taylor & Francis. This book was released on 2023-07-13 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is one of the first textbooks to explore the research process within the specific context of luxury brand management. It adopts a case-rich approach, informed by original research, to guide the reader through the various stages of the research process from conception to completion and application. Beginning with a summary of past and present research in the field of luxury, the book then outlines the fundamental principles of research, paying particular attention to representativeness and contextualisation, before guiding readers through the intricacies of research design. Further topics include the nature of data in the field of luxury, the research challenges facing luxury practitioners, quantitative and qualitative research methods for luxury brand management specialists, analytical techniques, and guidance for presenting and applying research findings within the luxury environment. Real-world examples and case studies are provided in each chapter, and the book rounds off with some review challenges and problem-solving exercises to facilitate self-learning. Research Methods in Luxury Management is essential reading for postgraduate and advanced undergraduate courses in luxury brand management, luxury marketing and luxury strategy. It will also be a useful tool for practitioners and problem-solvers within and beyond the luxury industry.
Author :Emerald Group Publishing Limited Publisher :Emerald Group Publishing ISBN 13 :1785608622 Total Pages :225 pages Book Rating :4.7/5 (856 download)
Book Synopsis New Perspectives in Luxury Branding by : Emerald Group Publishing Limited
Download or read book New Perspectives in Luxury Branding written by Emerald Group Publishing Limited and published by Emerald Group Publishing. This book was released on 2015-10-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 strategy in regards to luxury fashion brands
Book Synopsis The Impact of Brand Equity on Luxury Horizontal Brand Extension by : Jiseon Ahn
Download or read book The Impact of Brand Equity on Luxury Horizontal Brand Extension written by Jiseon Ahn and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: A recent trend in the luxury industry reveals that many companies are using brand extension strategies to leverage their assets among competitors. Despite the popularity of the luxury brand extensions, limited research has been conducted to determine its effectiveness. This study proposed the framework that has merit in that it increases the understanding of luxury brand extensions by focusing on the horizontal extension from the product to the service category. The research investigates three elements of brand equity of a luxury brand which influences service brand extensions. Perceived quality, brand association, and brand loyalty were examined in the process of horizontal brand extension. The luxury high-tech brand "Audi" and "Audi-Rent-a-Car" were investigated to differentiate from other research that focuses on luxury fashion brands. A total of 190 samples were collected using an online survey from Amazon Mechanical Turk. Data was analyzed with structural equation modeling. Among the investigated constructs, the brand association of the parent brand showed a significant impact on the evaluation of the extended service brand. In addition, a high level of the brand association was also found to influence the final purchase decision of the extended service brand. However, this study could not find any significant impact on perceived quality and brand loyalty from the overall evaluation on service brand extension. In the horizontal brand extension, especially product to service category extension, there is a gap in the consumer perception between the parent brand and the extended service brand. In order to maximize the positive impact of the parent brand, marketers and retailers should investigate the role of the brand equity, which influences consumer perception and purchase intention toward the extended brand.
Book Synopsis The Oxford Handbook of Luxury Business by : Pierre-Yves Donzé
Download or read book The Oxford Handbook of Luxury Business written by Pierre-Yves Donzé and published by Oxford University Press. This book was released on 2022 with total page 649 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative volume brings together contributions from leading experts in the study of luxury to present the full range of perspectives on luxury business, from a variety of social science approaches. Topics include conceptual foundations and the evolution of the luxury industry; the production of luxury goods; luxury branding and marketing; distributing luxury; globalization and markets; and issues of morality, inequality, and environmental sustainability. The Oxford Handbook of Luxury Business is a necessary resource for all students and researchers of the field as well as for forward-thinking industry professionals.
Book Synopsis Emotions as key drivers of consumer behaviors: A multidisciplinary perspective by : Debora Bettiga
Download or read book Emotions as key drivers of consumer behaviors: A multidisciplinary perspective written by Debora Bettiga and published by Frontiers Media SA. This book was released on 2023-04-04 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Contemporary Case Studies on Fashion Production, Marketing and Operations by : Pui-Sze Chow
Download or read book Contemporary Case Studies on Fashion Production, Marketing and Operations written by Pui-Sze Chow and published by Springer. This book was released on 2017-12-04 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.
Book Synopsis The Future of Luxury Brands by : Annamma Joy
Download or read book The Future of Luxury Brands written by Annamma Joy and published by Walter de Gruyter GmbH & Co KG. This book was released on 2022-02-07 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments—the art world, fashion and fine wines including hospitality services—through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification—the process by which non-art is reconceived as art—applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.
Book Synopsis Handbook of Research on Global Fashion Management and Merchandising by : Vecchi, Alessandra
Download or read book Handbook of Research on Global Fashion Management and Merchandising written by Vecchi, Alessandra and published by IGI Global. This book was released on 2016-05-03 with total page 899 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.
Book Synopsis Investigation of Concentration of Economic Power by : United States. Temporary National Economic Committee
Download or read book Investigation of Concentration of Economic Power written by United States. Temporary National Economic Committee and published by . This book was released on 1939 with total page 2144 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Investigation of Concentration of Economic Power by : United States. Temporary National Income Committee
Download or read book Investigation of Concentration of Economic Power written by United States. Temporary National Income Committee and published by . This book was released on 1940 with total page 1762 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Finding New Ways to Engage and Satisfy Global Customers by : Patricia Rossi
Download or read book Finding New Ways to Engage and Satisfy Global Customers written by Patricia Rossi and published by Springer. This book was released on 2019-04-01 with total page 956 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author :United States. Congress. House. Select Committee to Investigate Acts of Executive Agencies Beyond the Scope of Their Authority Publisher : ISBN 13 : Total Pages :1106 pages Book Rating :4.3/5 (555 download)
Book Synopsis To Investigate Executive Agencies by : United States. Congress. House. Select Committee to Investigate Acts of Executive Agencies Beyond the Scope of Their Authority
Download or read book To Investigate Executive Agencies written by United States. Congress. House. Select Committee to Investigate Acts of Executive Agencies Beyond the Scope of Their Authority and published by . This book was released on 1945 with total page 1106 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Fashion Branding and Consumer Behaviors by : Tsan-Ming Choi
Download or read book Fashion Branding and Consumer Behaviors written by Tsan-Ming Choi and published by Springer Science & Business Media. This book was released on 2014-01-30 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers' psychosocial needs and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry's means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, environmental ethics and the future of consumer research. Included in the coverage: A symbolic interactionist perspective on fashion brand personality and advertisement response. Optimizing fashion branding strategies in a fluctuating market. An analysis of fashion brand extensions by artificial neural networks. Domestic or foreign luxury brands? A comparison of status- and non-status- seeking teenagers. The impact of consumers’ need for uniqueness on purchase perception. How brand awareness relates to market outcome, brand equity and the marketing mix. A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing and economics.
Book Synopsis Investigations Representing the Departments by : University of Chicago
Download or read book Investigations Representing the Departments written by University of Chicago and published by . This book was released on 1903 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis An Investigation of Customers' Behavior and Subtle Luxury Market Evolution in China by : Kelvin Molly
Download or read book An Investigation of Customers' Behavior and Subtle Luxury Market Evolution in China written by Kelvin Molly and published by . This book was released on 2014-07-17 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Document from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, language: English, abstract: The luxury brand industry in China is still growing despite the global recession. It is hard to imagine that exclusive labels were once the preserve of the European aristocracy, that a mere few decades ago these beautifully crafted pieces of clothing and accessories were perfectly for the pleasure and adornment of an oriental developing country. This report will be examining the behavior of upper middle class and subtle luxury market evolution in China with a range of finding presented. As consumers react to wider choice, faster-changing fashion, luxury brand must adjust its strategies in order to gain insights into how to be competitive in the new Chinese market. The part begins with an interview result which indicates key strategy and business opportunity in long term. This is followed by three objectives and discussion of the particular emphasis to support the aim. It also presents the methodology and an elaborate secondary research, which included relevant CSR study and an analysis of Gucci's inhumane working condition within China market. Recommendation is able to performance finally with consideration.
