Wiedmann / Hennigs Luxury Marketing

A Challenge for Theory and Practice
2013
ISBN: 978-3-8349-4399-6
Verlag: Gabler Verlag
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 387 Seiten

?The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior.
This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

Klaus-Peter Wiedmann is the Chair of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
Nadine Hennigs is an Assistant Professor at the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.

Autoren/Hrsg.

Wiedmann, Klaus-Peter

Hennigs, Nadine

Inhaltsverzeichnis

1;Foreword;5
2;Inhaltsverzeichnis;6
3;The Authors;8
4;Part 1 Luxury Marketing as a Challenge for Marketing Theory and Practice;14
4.1;1 Placing Luxury Marketing on the Research Agenda Not Only for the Sake of Luxury — An Introduction;15
4.1.1;1.1 The Reason Why: What is the Relevance of Luxury and Luxury Marketing?;16
4.1.1.1;1.1.1 The Relevance of Luxury and Luxury Marketing from an Economic Perspective;16
4.1.1.2;1.1.2 Luxury Marketing as an Important Chance for Western Industrialized Countries in the Context of Growing International Competition;17
4.1.1.3;1.1.3 The Luxury Marketing Strategy as a Success Factor in Different Industries;18
4.1.1.4;1.1.4 Luxury Marketing and its Positive Impacts on Societal Developments;18
4.1.1.5;1.1.5 Combining It All: The Essence of Luxury Marketing;20
4.1.2;1.2 The “Know How”: Possible Directions for Discussion and Future Research;21
4.1.2.1;1.2.1 Developing a Meaningful Typology of Luxury Product/Market Combinations;21
4.1.2.2;1.2.2 Guiding Future Research along a Comprehensive Contingency Approach;22
4.1.2.3;1.2.3 The “What We Need”: A Preliminary Conclusion;24
4.1.3;1.3 The “What We Have”: An Overview of the Different Contributions to this Handbook;25
4.1.4;1.4 Acknowledgments and Outlook;28
4.2;2 More on Luxury Anti-Laws of Marketing;29
4.2.1;2.1 Introduction;30
4.2.2;2.2 A source of managerial confusion: the six meanings of luxury;31
4.2.3;2.3 Distinguishing luxury, fashion and premium strategies;32
4.2.4;2.4 Do not confuse brand extension and brand stretching;34
4.2.5;2.5 The anti-laws of marketing;35
4.2.6;2.6 Why luxury brands should not pander to their customers’ wishes?;35
4.2.7;2.7 Why always raise the average price of the brand?;39
4.2.8;2.8 How to always keep raising the price point;40
4.2.9;2.9 Why beware of celebrities?;41
4.2.10;2.10 Implementing the luxury strategy beyond the luxury market;42
4.2.11;2.11 The limits of the luxury strategy;42
4.2.12;References;43
5;Part 2 Luxury and Luxury Consumption: A Global Phenomenon or Dependent on Cultural Differences?;44
5.1;3 Culture and Luxury: An Analysis of Luxury Perceptions across Frontiers;45
5.1.1;3.1 Introduction;46
5.1.2;3.2 Luxury concept: different definitions according to different perspectives;46
5.1.2.1;3.2.1 Luxury: an economic perspective;47
5.1.2.2;3.2.2 Luxury: a psychological view;47
5.1.2.3;3.2.3 Luxury: a marketing standpoint;47
5.1.3;3.3 Luxury concept: different facets according to different countries;48
5.1.3.1;3.3.1 Research design: a qualitative perspective;49
5.1.3.2;3.3.2 Main categories of luxury: analysis for the three countries;49
5.1.3.3;3.3.3 Main categories of luxury: analysis for countries’ specificities;54
5.1.4;3.4 Conclusion;57
5.1.5;References;59
5.2;4 An Intercultural Comparison of the Perception of Luxury by Young Consumers;64
5.2.1;4.1 Introduction;65
5.2.2;4.2 The Concept of Luxury;65
5.2.3;4.3 Brand Functions and Brand Relational Dimension;67
5.2.3.1;4.3.1 The functional brand;67
5.2.3.2;4.3.2 The brand relational dimension.;68
5.2.4;4.4 Research Questions and Methodology;68
5.2.5;4.5 General Empirical Results of Young People’s Perceptions of Luxury: A Semiotic Analysis of the Concept of Luxury and the Ranking of Luxury Brands;70
5.2.6;4.6 The ranking of luxury brands;76
5.2.7;4.7 Discussion;79
5.2.8;References;81
5.3;5 Consumer Value Perception of Luxury Goods: A Cross-Cultural and Cross-Industry Comparison;83
5.3.1;5.1 Introduction;84
5.3.2;5.2 The Market for Luxury Goods;84
5.3.2.1;5.2.1 The Concept of Luxury;84
5.3.2.2;5.2.2 Luxury Product Categories;87
5.3.3;5.3 Conceptualization: Luxury Value Perception;87
5.3.4;5.4 Methodology;89
5.3.4.1;5.4.1 Measurement Instrument;89
5.3.4.2;5.4.2 Sample and Data Collection;90
5.3.5;5.5 Results and Discussion;91
5.3.6;5.6 Conclusions and Implications;102
5.3.7;References;103
6;Part 3 Luxury and Luxury Consumption from a Theoretical Perspective;105
6.1;6 Luxury Brands from a Psychoanalytic Perspective;106
6.1.1;6.1 Luxury Brands and Sublimation;107
6.1.2;6.2 Luxury Brands as a Fetish;113
6.1.3;6.3 Identification and Luxury Brands;114
6.1.4;6.4 Borromean Rings and Luxury Brands;116
6.1.5;References;119
6.2;7 Indulging the Self Positive Consequences of Luxury Consumption;121
6.2.1;7.1 Introduction;122
6.2.2;7.2 Conceptual Framework and Hypotheses Development;123
6.2.3;7.3 Study 1: Relationship between Luxury Consumption and Self-Esteem;126
6.2.3.1;7.3.1 Participants and Procedure;126
6.2.3.2;7.3.2 Measures;126
6.2.3.3;7.3.3 Results and Discussion;127
6.2.4;7.4 Study 2: Impact of Luxury Consumption on Self-Esteem;127
6.2.4.1;7.4.1 Method;127
6.2.4.2;7.4.2 Results and Discussion;128
6.2.5;7.5 Study 3: Alternative Explanation of Direct Appreciation;129
6.2.5.1;7.5.1 Method;129
6.2.5.2;7.5.2 Results and Discussion;130
6.2.6;7.6 General Discussion and Conclusions;131
6.2.7;7.7 References;133
6.3;8 How Do Exclusivity Perceptions of Independent and Interdependent Consumers Influence Their Desires for Luxury Products;139
6.3.1;8.1 Introduction;140
6.3.2;8.2 Theoretical Background;140
6.3.2.1;8.2.1 Self-Construal;140
6.3.2.2;8.2.2 Optimal Distinctiveness for Interdependent and Independent Self-Construal;141
6.3.3;8.3 Hypotheses;142
6.3.4;8.4 Study 1;142
6.3.4.1;8.4.1 Method;143
6.3.4.2;8.4.2 Results;144
6.3.4.3;8.4.3 Discussion;146
6.3.5;8.5 Study 2;147
6.3.5.1;8.5.1 Method;147
6.3.5.2;8.5.2 Results;147
6.3.5.3;8.5.3 Discussion;148
6.3.6;8.6 General Discussion and Conclusion;149
6.3.7;References;150
7;Part 4 Different Approaches to Understanding Luxury and Luxury Brands from the Customer’s Perspective within Specific Cultural Contexts;153
7.1;9 Luxury Buying Behaviour and the Role of Culture: An Indian Context;154
7.1.1;9.1 Introduction;155
7.1.2;9.2 Indian Culture;156
7.1.2.1;9.2.1 The New Luxury;158
7.1.3;9.3 Discussion;161
7.1.4;References;163
7.2;10 Perceptions, Attitudes and Luxury Brands;165
7.2.1;10.1 Luxury Brands in Australia;166
7.2.2;10.2 Conceptual Framework;167
7.2.2.1;10.2.1 Luxury Brand Attitudes;167
7.2.2.2;10.2.2 Perceptions of Brand Luxury;168
7.2.2.3;10.2.3 Brand Familiarity;169
7.2.2.4;10.2.4 General Attitudes to Luxury;170
7.2.2.5;10.2.5 A Model of Attitudes to Luxury Brands;170
7.2.3;10.3 A Study to investigate Brand Luxury Attitudes;171
7.2.3.1;10.3.1 Approach and Methods;171
7.2.3.2;10.3.2 Analysis Approach and Cleaning Variables;172
7.2.4;10.4 Results and Findings;172
7.2.4.1;10.4.1 Perceived Brand Luxury;174
7.2.4.2;10.4.2 Familiarity;174
7.2.4.3;10.4.3 General Attitude to Luxury;175
7.2.5;10.5 Conclusion;175
7.2.5.1;10.5.1 Theoretical Contributions;176
7.2.5.2;10.5.2 Implications for Practice;176
7.2.5.3;10.5.3 Limitations and Future Research;176
7.2.6;References;177
8;Part 5 Luxury and Luxury Consumption in the Context of Societal Change;180
8.1;11 Luxury Marketing in the Age of Cheap An Exploratory Survey on Consumer Behavior in Online Shopping Clubs;181
8.1.1;11.1 Introduction;182
8.1.2;11.2 The Phenomenon of “Trading Down”;182
8.1.3;11.3 Recent Developments in Luxury Marketing;185
8.1.3.1;11.3.1 Luxury as a Real Experience;186
8.1.3.2;11.3.2 Transformation into a Mass Market;186
8.1.3.3;11.3.3 Sustainable Luxury;187
8.1.3.4;11.3.4 Luxury Brands in the Internet;187
8.1.4;11.4 Luxury Orientation of Consumers in Online Shopping Clubs;188
8.1.4.1;11.4.1 Study Design;189
8.1.4.2;11.4.2 Results and Discussion;191
8.1.5;11.5 Implications;194
8.1.5.1;11.5.1 Research Implications;195
8.1.5.2;11.5.2 Implications for New Luxury Marketing;195
8.1.6;References;196
8.2;12 Luxury Brands in the Digital Age — the Trust Factor;199
8.2.1;12.1 Introduction;200
8.2.2;12.2 Luxury Brands and E-Commerce;200
8.2.3;12.3 Developing Trust in a Luxury Brand Website;202
8.2.3.1;12.3.1 Usability;203
8.2.3.2;12.3.2 Information Content;204
8.2.3.3;12.3.3 Technological Professionalism;205
8.2.3.4;12.3.4 Aesthetics;205
8.2.3.5;12.3.5 Safety;206
8.2.3.6;12.3.6 Consumer Relationship Management;207
8.2.3.7;12.3.7 Order Fulfilment;208
8.2.4;12.4 Conclusions;208
8.2.5;References;209
9;Part 6 Counterfeits Challenging the Luxury Industry, Consumers and Society;211
9.1;13 Luxury Goods vs. Counterfeits: An Intercultural Study;212
9.1.1;13.1 Statement of problem;213
9.1.2;13.2 Literature review and research questions;214
9.1.3;13.3 Method;216
9.1.3.1;13.3.1 Cultural context;216
9.1.3.2;13.3.2 Measures;216
9.1.3.3;13.3.3 Sampling;217
9.1.4;13.4 Results;218
9.1.4.1;13.4.1 Ethical concerns about counterfeiting in general;218
9.1.4.2;13.4.2 Typology of consumer orientations toward fake luxury goods;219
9.1.4.3;13.4.3 Intention to buy fake luxury goods;221
9.1.5;13.5 Summary;223
9.1.5.1;13.5.1 Discussion;223
9.1.5.2;13.5.2 Limitations and further research;225
9.1.6;References;225
9.2;14 Brazil: Luxury and Counterfeits;233
9.2.1;14.1 The Brazilian context;234
9.2.1.1;14.1.1 Figures for the Brazilian luxury market;234
9.2.2;14.2 Different perspectives of Luxury;237
9.2.2.1;14.2.1 Marketing theory and Luxury;237
9.2.2.2;14.2.2 Theory of consumption and Luxury;238
9.2.2.3;14.2.3 Modes of consumption of fake Luxury;241
9.2.2.4;14.2.4 Final remarks;245
9.2.3;References;246
9.3;15 Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk;248
9.3.1;15.1 Introduction;249
9.3.2;15.2 Theoretical Background;249
9.3.2.1;15.2.1 Luxury Consumption;249
9.3.2.2;15.2.2 Counterfeit Consumption;250
9.3.3;15.3 Conceptualization;251
9.3.3.1;15.3.1 The Conceptual Model;251
9.3.3.2;15.3.2 Dimensions of Luxury Value Perception;252
9.3.3.3;15.3.3 Dimensions of Counterfeit Risk Perception;254
9.3.4;15.4 Methodology;255
9.3.5;15.5 Results and Discussion;256
9.3.6;15.6 Conclusions and Implications;259
9.3.7;References;260
9.4;16 What is the Harm in Fake Luxury Brands? Moving Beyond the Conventional Wisdom;264
9.4.1;16.1 Introduction;265
9.4.2;16.2 The Scope of the Problem;265
9.4.3;16.3 Consumers as Co-Conspirators;266
9.4.4;16.4 The Non-Cannibalization Hypothesis;267
9.4.4.1;16.4.1 Evidence for the prevalence of the omnivorous buyer;269
9.4.4.2;16.4.2 Collateral damage;270
9.4.5;16.5 Counterfeits Harm the Original brand by Reducing their brand Equity;271
9.4.6;16.6 Could Counterfeits Increase the Original’s Brand Equity?;272
9.4.7;16.7 Conclusion;274
9.4.8;References;275
9.5;17 Counterfeiting of Luxury Brands: Opportunity beyond the Threat;278
9.5.1;17.1 Counterfeiting: a growing threat to luxury products;279
9.5.2;17.2 An in-depth view of luxury brand equity;283
9.5.3;17.3 Two empirical studies of counterfeiting’s impact on CBBE;285
9.5.3.1;17.3.1 Sample and procedure;285
9.5.3.2;17.3.2 Results;286
9.5.4;17.4 Conclusions;294
9.5.5;References;296
10;Part 7 The Management of Luxury and Luxury Brands;298
10.1;18 Luxury SMEs Networks;299
10.1.1;18.1 Luxury Italian SMEs;300
10.1.2;18.2 Country of origin and territory: features of Made in Italy;302
10.1.3;18.3 Territory as network and creativity in network interactions;305
10.1.4;18.4 Luxury SME networks in the Florence area: the results of an empirical analysis;307
10.1.4.1;18.4.1 Research aim, phases and methodology;307
10.1.4.2;18.4.2 The Florence area and the SMEs analyzed;308
10.1.4.3;18.4.3 Main results;309
10.1.5;18.5 Final remarks;314
10.1.6;References;314
10.2;19 Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength;319
10.2.1;19.1 Introduction;320
10.2.2;19.2 Construct Definition and Literature Review;320
10.2.2.1;19.2.1 Brand Luxury Perception;320
10.2.2.2;19.2.2 Attitudinal Brand Strength;321
10.2.3;19.3 The Conceptual Model and Related Hypotheses;321
10.2.4;19.4 Methodology;323
10.2.4.1;19.4.1 The Questionnaire;323
10.2.4.2;19.4.2 The Sample;323
10.2.5;19.5 Results and Discussion;325
10.2.5.1;19.5.1 PLS Path Modeling and Related Evaluation Criteria;325
10.2.5.2;19.5.2 Evaluation of the Formative Measurement Model;325
10.2.5.3;19.5.3 Evaluation of the Reflective Measurement Models;327
10.2.5.4;19.5.4 Evaluation and Discussion of the Structural Model;329
10.2.5.5;19.5.5 PLS-based Importance-Performance Analysis;330
10.2.6;19.6 Conclusion;331
10.2.6.1;19.6.1 Theoretical Contribution and Research Implications;331
10.2.6.2;19.6.2 Implications for Luxury Brand Management;332
10.2.7;References;333
10.3;20 Personal Selling for Luxury Brands;335
10.3.1;20.1 Introduction;336
10.3.1.1;20.1.1 The Role of Personal Selling for Luxury Brands;336
10.3.1.2;20.1.2 Research on Personal Selling for Luxury Brands;337
10.3.2;20.2 Conceptual Model: Sales Strategies Customer Value Perceptions;338
10.3.2.1;20.2.1 Research on Selling and Persuasion Strategies;339
10.3.3;20.3 Methodology of the Study;342
10.3.3.1;20.3.1 Description of the Data Sample;342
10.3.3.2;20.3.2 Measure Description and Reliability Diagnostics;342
10.3.3.3;20.3.3 Source: Author's illustrationTwo-Level Regression as Analytical Approach;344
10.3.3.4;20.3.4 Results of the Two-level Regression Analysis;346
10.3.4;20.4 Discussion Managerial Implications;348
10.3.5;References;350
11;Part 8 Luxury and Luxury Marketing in the Wine Industry;352
11.1;21 The Hedonistic Consumption of Luxury and Iconic Wines;353
11.1.1;21.1 Introduction;354
11.1.2;21.2 An experimental paradigm;354
11.1.3;21.3 The luxury wine market;355
11.1.4;21.4 Contemporary consumption patterns;356
11.1.5;21.5 Key characteristics of luxury wines;357
11.1.6;21.6 Experiential domain of luxury wines;359
11.1.7;21.7 Strategies for experientially marketing luxury wines;360
11.1.8;21.8 Realms of experience;360
11.1.9;21.9 Implications for luxury wine marketing strategies;363
11.1.10;21.10 Conclusion;363
11.1.11;References;364
11.2;22 Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling;367
11.2.1;22.1 Introduction;368
11.2.2;22.2 Theoretical Background;368
11.2.2.1;22.2.1 Effective Wine Marketing;368
11.2.2.2;22.2.2 Wine Attributes and Consumer Choice;369
11.2.3;22.3 Conceptual Framework;370
11.2.4;22.4 Methodology;372
11.2.5;22.5 Results and Discussion;379
11.2.6;22.6 Managerial Implications and Further Research Steps;384
11.2.7;References;385