Bravo Gonzalez Brand Value in Luxury. Industry Perspectives

1. Auflage 2021
ISBN: 978-3-346-44467-7
Verlag: GRIN Verlag
Format: PDF
Kopierschutz: 0 - No protection

E-Book, Englisch, 44 Seiten

Academic Paper from the year 2021 in the subject Business economics - Business Ethics, Corporate Ethics, University of Glasgow, language: English, abstract: The luxury industry has specific characteristics that set it apart from non-luxury, making non-luxury research not fully transferable into a luxury context. In our work, we conduct qualitative interviews with stakeholders and senior executives from some of the most important brands in luxury. We find that CSR and luxury are compatible and that CSR contributes to BV within luxury. We also identify how CSR is and could be positioned to maximize BV. Our findings not only contribute to the literature on BV, CSR and luxury, but highlight the strategic importance that CSR has for BV in luxury and make a case for the industry to embrace it. Our findings are especially relevant now that the industry is facing significant financial pressures as a result of the Covid-19 pandemic, which make it essential for luxury brands to look into ways to increase their BV. Within luxury, the most valuable asset is brand value (BV). Non-luxury research has identified Corporate Social Responsibility (CSR) as one of the factors influencing BV. Luxury has not been typically associated with sustainability, but due to recent pressure from consumers and stakeholders many luxury brands are working toward implementing CSR initiatives.

Ramon Bravo Gonzalez, is a senior consultant, lecturer and author of academic research. Dr Bravo Gonzalez is specialized in luxury, public policy and sustainability. His research interests include Corporate Social Responsibility (CSR)/ Environmental, Social and Governance (ESG), luxury, and brand value. He is a Chartered Marketer and holds a Bachelors in Accounting and Finance from the Universidad de las Americas Puebla (UDLAP), a M.SC. in Environmental Management and Policy from the International Institute for Industrial Environmental Economics (IIIEE) at Lund University, and a PhD in Management from the University of Glasgow. He was also a visiting scholar at Columbia Business School.

Autoren/Hrsg.

Bravo Gonzalez, Ramon