Journal ArticleDOI
Managing the growth tradeoff: Challenges and opportunities in luxury branding
TLDR
In this article, the authors identify and discuss some of the challenges and opportunities in managing their growth tradeoffs, and place particular emphasis on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.Abstract:
After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth tradeoffs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.read more
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Marketing in the Sharing Economy
Giana M. Eckhardt,Mark B. Houston,Baojun Jiang,Cait Lamberton,Aric Rindfleisch,Georgios Zervas +5 more
TL;DR: The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline as discussed by the authors, however, the sharing...
Journal ArticleDOI
The differential roles of brand credibility and brand prestige in consumer brand choice
TL;DR: In this article, the authors explore how brand credibility and brand prestige affect brand purchase intention and empirically investigate how the combinatory mechanism of brand prestige and brand credibility materialize across multiple product categories.
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Comparing the importance of luxury value perceptions in cross-national contexts ☆
Paurav Shukla,Keyoor Purani +1 more
TL;DR: In this article, the authors provide empirical support to the much conceptualized but not-yet-tested framework of luxury value perceptions in cross-national context, using five distinct parameters.
Journal ArticleDOI
What is a luxury brand? A new definition and review of the literature
TL;DR: In this article, the authors present a review of the state of knowledge on luxury brand marketing and provide a new and usable definition of a luxury brand, based on the concept of "luxury brand".
Journal ArticleDOI
Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison
TL;DR: In this article, the authors investigated and compared structure, properties and mean levels of susceptibility to interpersonal influences and highlighted the interfunctional interactions among British and Indian consumers, finding that normative interpersonal influences were significant across nations, but the role of informational interpersonal influences was significant only among Indian consumers.
References
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Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paper
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Dimensions of Brand Personality
TL;DR: In this article, the authors developed a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).
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A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions:
Abstract: Relying on a Bayesian-like framework, the authors develop a behavioral process model of perceived service quality. Perceptions of the dimensions of service quality are viewed to be a function of a ...
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The Ownership Effect in Consumer Responses to Brand Line Stretches
TL;DR: In this paper, the authors examine how ownership status moderates the effects of stretch direction (up or down), brand image (prestige or non-profiteering), and branding strategy (subbrand name or dir...