Luxury Marketing

The purpose of this study is to explore and discuss the concept of masstige value. The authors present a taxonomy of the main antecedents and outcomes of masstige value and empirically assess our model. A survey design using cross-sectional primary data from 500 Pakistani Titan wristwatch consumers was used. Hypotheses related to antecedents and outcomes of masstige value were tested employing structural equation modeling. Findings show that masstige value is triggered by five antecedents (intrinsic motivation, extrinsic motivation, social motivation, actual self-concept, ideal self-concept) and leads to five behavioral outcomes (cognitive attitude, affective attitude, conative attitude, attitudinal loyalty, behavioral loyalty). This paper explores and outlines theoretically and empirically the antecedents and outcomes of masstige value. It also provides a useful taxonomy of masstige value.

Purpose: Masstige (mass-produced, affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes, and behaviours towards masstige goods remains tenuous.

Design/methodology/approach: Addressing this gap, this research examines the association of masstige luxury with customers' love for and brand engagement with masstige products across cultures. A sample comprising 342 Indian and 354 Canadian masstige customers was utilized in this study. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data.

Findings: The results corroborate brand prestige and-identification as key antecedents to customers' love for masstige brands, in turn impacting their brand engagement. Surprisingly, this study found that the effects of brand prestige and-identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement was found to be stronger for Indian (vs. Canadian) customers.

Research limitations/implications: This study contributes to the literature by advancing understanding of how cultural backgrounds shape consumer perceptions of masstige goods, offering key theoretical implications.

Practical implications: The findings raise pertinent practical implications, including by helping masstige marketers better identify suitable target audiences for their products across cultures.

Esta dissertação de mestrado faz uma análise das atitudes e comportamentos dos consumidores face aos produtos de moda e vestuário. Este é um sector atualmente importante, tornando assim pertinente o seu estudo ao nível académico no sentido de aprofundar o conhecimento e, no futuro, incrementar as decisões ao nível do marketing e comunicação. Consumidor e a realidade do consumo dos produtos de moda e vestuário. Mais concretamente pretende-se analisar um conjunto de variáveis ligadas a este fenómeno no processo de tomada de decisão: procura de preços baixos; procura de qualidade; fidelidade à marca; procura de novas tendências; consumo hedónico; confusão perante a oferta; importância da marca e consumo impulsivo. Para esta análise recorreu-se a um instrumento "Consumer Styles Inventory -CSI" criado por Sproles e Kendall (1986), explora justamente estas vaiáveis e será um ponto de orientação neste trabalho. Portanto, pretende-se averiguar quais são as variáveis mais salientes no consumo de moda e vestuário junto dos jovens adultos. Após uma revisão de literatura sobre os temas em análise, é apresentada uma componente empírica baseada numa metodologia quantitativa e uma recolha de dados feita por questionário a uma amostra de jovens adultos portugueses. Seguidamente fezse a análise dos dados e retiraram-se as principais conclusões. Concluiu-se que as variáveis mais salientes no consumo de moda e vestuário são: Procura de Preços Baixos, Procura de Qualidade, e Fidelidade à marca.

This research focuses on shopping experience as an example of experiential marketing using shopping malls online reviews as secondary data. The study will make use of qualitative and quantitative content analysis. In this study, the qualitative research method is used to derive particular concepts involved in the shopping experience from the reviews. Similarly, quantitative content analysis methods will be used to provide rich and valuable information about the concepts explored from the qualitative data. The study briefly reviews the literature on the experience economy and the shopping experience as well as the basic theories and studies that involve the shopping context.Finally, the results of preliminary studies are illustrated, which reveal the effectiveness and applicability of the study in bringing about new outcomes to the field of shopping experience that contribute to the academic interest in the field of experience economy.

This article explores the increasing prominence of Korean contemporary artists in the global art market through their collaborations with prestigious luxury brands. It provides an in-depth analysis of how luxury brands such as Hermès, Dior, Cartier, and LOEWE have evolved from mere patrons of the arts to active participants in shaping contemporary cultural narratives, contributing to the internationalization of Korean contemporary art. We also delve into the achievements of Korean artists within these luxury brand-led initiatives, using data-driven analyses to compare the impacts of different luxury brand awards and exhibitions. The article concludes that these luxury brand collaborations not only enhance the global visibility of Korean art but also contribute to the growth of Korea's cultural economy, positioning the country as a central player in the 21st-century global art market.

Purpose-Service quality is an established research area in the services marketing literature and is an integral component in an Islamic economy driven by halal service sectors. Despite its importance and the rapidly changing service environment, there has yet to be a comprehensive study of service quality research across halal industries. The purpose of this study is to systematically review the existing literature on service quality in halal industries to provide a state-of-the-art understanding and identify opportunities in this research area. Design/methodology/approach-Guided by the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol and the theories, contexts, characteristics and methods (TCCM) framework, this paper reviews 78 journal articles from the Web of Science database which features service quality as an underpinning theory in the context of halal economies. Findings-Findings indicate that since the first study in 2010, service quality research in halal industries has concentrated on consumers in the Islamic finance sector who are served primarily by human service agents. Most studies are focused on halal industries in Muslim countries. Several papers adopt the SERVQUAL model while others develop more novel service quality scales for halal industries. Culture, technology and faith-related factors are key drivers of halal service quality. While few papers study the antecedents and moderators of service quality in halal industries, religiosity was found to be a significant variable in several papers reviewed. Practical implications-The global Islamic economy will continue to be driven by halal services. This review will provide managers with an appreciation of service quality across different halal industries. Researchers can use the results of this review to guide future studies and contribute toward the development of this research area. Originality/value-To the best of the author's knowledge, this paper is the first to comprehensively map the antecedents, dimensions, outcomes and moderators of service quality across halal industries and provides managers with a strategic understanding of service quality across the halal economy. This study develops a conceptual model and concludes with a research agenda to advance halal service quality research.

Gift-giving is a universal tradition that reflects care, love, and respect. In Indian and broader Asian cultures, this practice carries profound significance, blending sentiment with tradition. Among the many thoughtful gifts, natural unisex perfumes hold a timeless appeal, symbolizing elegance, intimacy, and personal connection. For those seeking the best natural perfume for men and women, this tradition offers a meaningful way to celebrate relationships and create lasting memories.

Nowadays Counterfeiting is becoming a hugely successful industry. Counterfeit products are fake replicas of the real product with the intent to take advantage of the brand value of the original product. And, we can counterfeit products in every sector, some of the most counterfeited industries are fashion and cosmetics. The fashion industry is hard hit by counterfeiting. Footwears and clothing represent the most counterfeited item in the world. The present study focused on the counterfeiting of footwear only. The most common victims’ brand is Nike, Adidas, Rebook, and puma. The study aims to examine the relationship of consumer buying behaviour towards counterfeit footwear products. This empirical study was conducted in Uttarakhand. A survey of 300 respondents was conducted using an online questionnaire developed on Google docs. The regression technique is used to test the hypothesis. The study discovered that there is an impact of counterfeit footwear products on consumer buying be...

In the new age of social media marketing, we use influencers to affect consumers' decision-making process. Influencers seek to encourage their followers to buy the brand or product they promote. The better the influencer actively advertises, the more the brand sells. It is critical to strengthen improvements in marketing methods like engaging with consumers and encouraging them. Influencer marketing is a partnership between the brand and the influencer. The influencer tries to convince followers to buy the products or services using social media platforms. The purpose of the research is to investigate the impact of influencers on customers' decision-making processes through influencer marketing.

Rare watches, fine wines and spirits, sports cars, designer sneakers, and many other luxury goods create massive enrichment opportunities for consumers if they resell them on secondary markets. This trend is part of the enrichment economy, a novel form of market arrangement wherein consumers use iconic goods to increase their capital. However, it creates challenges for brands, such as preserving their primary market desirability and avoiding cannibalization. To understand how brands can navigate the enrichment economy, the authors conducted an ethnographic study of the luxury watch industry. They draw on market system dynamics to theorize market processes that sustain a market within the enrichment economy, and they explain the shared discourses, norms, and practices that make the enrichment economy function. This research makes four contributions. First, the authors theorize primary-secondary market dynamics as a novel class of market dynamics. Second, they theorize the new role of luxury brands as enrichment curators. Third, they discuss the ethics of enrichment by highlighting inequalities and risks it creates. Fourth, this research introduces the enrichment strategy as a novel brand strategy that capitalizes on the market dynamics of enrichment. The authors offer recommendations for luxury and nonluxury brands on product portfolio management, customer relationship management, and ethical innovation.

La créativité est habituellement assimilée au génie du créateur qui, dans sa tour d'ivoire, grâce à la fulgurance de l'inspiration, écrit, compose, dessine, peint, sculpte, .. Transportons nous pourtant à mille lieux de cet univers de l'oeuvre individuelle réalisée avec des outils élémentaires, dans la production industrielle de parfum : industrielle puisque le parfum est fabriqué dans de véritables usines, sur un modèle analogue à celui de la fabrication de l'éthylène ou du polystyrène. Pour nombre de parfums, les spécialistes évaluent le coût de la matière première à 1 2 à 10% du prix de vente. Un bien aussi précieux ne voit pas sa valeur découler du coût de fabrication de la substance mais intègre avant tout de l'idée, de la créativité, de la culture, de l'image, du patrimoine. Un parfum c'est avant tout l'invention d'une association de senteurs (transformée ensuite en formule chimique) par un spécialiste doté de vertus idiosyncrasiques-« un nez »-, la mise au point d'une présentation-un flacon-, la création d'une relation entre senteur et image-N°5 de Chanel et Marilyn, puis Carole Bouquet ou Nicole Kidman-via une communication-l'image, le nom, la marque, les stars qui le portent. La créativité n'est ainsi pas réservée au monde traditionnel de l'art (et, indirectement, à celui de sa diffusion) mais opère dans des secteurs marchands et industriels concernant la production en grande série. La culture, passée et sédimentée en un patrimoine, créée dans les processus de créativité, apparaît comme facteur de production dans les industries culturelles, comme chacun le sait, mais aussi-ce qui est moins étudié-dans des industries, parfois très éloignées, comme le parfum, des industries du luxe qui se rapprochent d'elles pour former un nouvel ensemble, celui des industries créatives. Un nouvel ensemble qui joue un rôle essentiel dans la concurrence contemporaine et s'appuie, de plus en plus systématiquement, sur des patrimoines. L'objet de cet article est de montrer l'influence des patrimoines en explicitant leur rôle, non pas, comme cela est généralement fait, dans des domaines non économiques et/ou non marchands, mais au coeur même de l'économie contemporaine, dans la production marchande et capitaliste. 1 Les industries du luxe au sein des industries créatives 1.1 La constitution d'un nouvel ensemble Richard Caves définit les industries créatives comme les industries dans lesquelles le produit ou le service inclut une contribution essentielle de type artistique ou créatif, et qui sont habituellement porteurs de valeur culturelle, artistique ou de loisir ; elles incluent pour lui l'édition, les arts visuels (peinture, sculpture), le spectacle vivant 2 (théâtre, opéra, concerts, danse), l'industrie de l'enregistrement musical, le cinéma et la télévision, et même la La révolution industrielle bouleverse les méthodes de fabrication du parfum, d'abord par la méthode d'extraction par solvants volatils puis par le recours aux composants synthétiques, qui permettent de reconstituer à moindre coût les senteurs naturelles (la vanilline pour la vanille) mais aussi de créer de nouvelles senteurs, et sont aujourd'hui les éléments de base de pratiquement tous les parfums, y compris les plus coûteux (en 1921 le fameux N°5 de Chanel fût le premier parfum à utiliser les aldéhydes obtenus par réduction d'acides gras mais dès 1889 Aimé Guerlain introduisait avec Jicky la première alliance entre composants naturels et produits de synthèse). En 1952, Ernest Beaux, le nez de Guerlain et le créateur de N°5, affirmait : « C'est sur les chimistes qu'il faudra compter pour trouver des corps nouveaux grâce auxquels pourraient éclore des notes originales. Oui, pour le parfum, l'avenir est surtout entre les mains de la chimie. » 2 « [industries] in which the product or service contains a substantial element of artistic or creative endeavor », 2 Caves, 2000, p.1. 1 mode, les jouets et les jeux. On y ajouterait volontiers de nouveaux domaines comme celui de la gastronomie ou 3 du vin, qui, eux aussi, font appel de façon croissante à la créativité. David Throsby propose de décrire le domaine des industries culturelles (assimilées aux industries créatives ou encore aux industries à copyright) par un modèle de cercles concentriques, en fonction du taux de créativité impliqué : au centre les arts, incluant les nouvelles formes que sont la vidéo, les performances, le multimédia ; puis des industries qui produisent à la fois des biens créatifs et des biens standards : édition, presse, télévision et radio, film. Enfin un troisième cercle avec des industries qui produisent des biens situés hors du domaine de la culture à proprement parler mais incluant une certaine dose de créativité, même si elle n'est pas dominante : la publicité, le tourisme, le design. Il ne dit rien de la mode, mais celle-ci en fait évidemment partie. En reprenant ce modèle des cercles concentriques définis par rapport à leur recours à la créativité nous définirons un premier ensemble correspondant aux formes traditionnelles de création, le domaine des sciences et celui des arts. Autour de ce cercle-noyau, qui reste marqué par une production intellectuelle de prototypes et d'oeuvres uniques, s'est organisé un deuxième cercle, concentrique, regroupant les industries de l'édition, de la presse, du film, du logiciel, de la télévision, du multimédia, des jeux vidéo, de services informatiques et de développement technologique, recourant très fortement à la créativité. Ce cercle est aujourd'hui marqué par un continuum numérique découlant de l'essor des technologies issues de la numérisation (Chantepie-Le Diberder, 2005). Ensuite nous trouvons un troisième cercle, plus éloigné, regroupant des industries incorporant directement la créativité, comme la publicité, ou l'incorporant en liaison avec un patrimoine créatif, comme le tourisme, la mode, le design, le vin et les alcools, la gastronomie. Ces derniers secteurs s'intègrent progressivement, au moins pour le segment supérieur de leur activité, aux industries du luxe. Comme pour le deuxième cercle il y a production de signes mais à sa différence il ne s'agit pas de signes numérisables. En revanche, s'y développe 4

The purpose of this case study is to compare two luxury brands' collaborations with modern Korean artists and the qualitative results achieved by the projects. As argued by J.N. Kapferer (2014), through associations with artists, luxury brands are striving to present themselves as part of a creative industry and as a result elevate and legitimize their brand image. This article focuses specifically on Christian Dior's Dior Lady Art series and Louis Vuitton's Artycapucines due to the similarity in project structurethe final presentation in form of an exhibitionas well as the objects producedbags elevated to the status of artworks but still maintaining functionality. Through the selected case studies, this article first explores how partnering with Korean artists enables brands to localize and engage more personally with Korean consumers while building deeper relationships with international consumers by leveraging the continuously growing global popularity of Korean culture. The study then examines how the collaborations contribute to the brands' goal to present themselves as more authenticin luxury terms, delivering exceptional experience characterized by high quality, craftsmanship, preciousness, and timelessness (The Quarry Gallery, 2023). This is achieved by providing artists with a platform to reinterpret iconic bags into artwork. Lastly, the article analyzes how, through these limitededition items, the brands are also able to reinforce the idea of luxury as financial investment and a way to build family heritage.

This study explores hyper-personalized wellness products (e.g., facial serum, custom-prepared meals, vitamins) as unconventional luxury products. Hyper-personalized consumer goods are those in which a consumer's genetic composition, or DNA, is used in the manufacturing process. Given that hyper-personalized products emphasize high quality and uniqueness and garner premium prices, this study conceptualizes these products as representing contemporary, unconventional luxury. Three studies empirically demonstrate the extent to which consumers allocate price premiums to three different hyper-personalized consumer products in terms of functionally compared with a mass-produced equivalent. The results reveal that consumers believe that hyper-personalized products are worth premium prices, regardless of their desire to own these products. Whether hyper-personalized products are truly more beneficial to consumer well-being than their mass-produced counterparts remains unknown however. The article concludes with theoretical and research implications, as well as research directives.

This study analyses the values perceived by consumers of luxury fash
ion before the purchase option based on a literature review. To frame this subject,
the study begins by exploring the concept of luxury from the perspective of au
thors with works of reference in the area to offer distinct or complementary ap
proaches to each other. It is followed by an analysis of the luxury fashion target
audience through the analysis of its main characteristics, whose focus is based on
three consumer groups: millennials, Generation Z, and Generation X. Finally,
this study develops a flowchart based on luxury fashion literature and created
from several theoretical approaches, thus contributing to the comprehension of
consumer motivations and perceptions of value in luxury fashion.

Service recovery is a well-researched and important topic, but previous research has either been customer-centric or firm-centric. In this paper, we contribute to and go beyond the currently growing literature on corecovery by conceptualizing co-recovery from a customer experience perspective and introducing the concept “co-recovery customer experience”., We also develop a new framework that emphasizes a holistic and phenomenological understanding of the co-recovery phenomenon. Furthermore, this paper provides suggestions for future service recovery research in terms of broadening and deepening it based on the new conceptual framework presented.

Denna rapport sammanfattar ett digitaliseringsprojekt som genomfördes våren 2023 mellan Kalmar stadsbibliotek och fyra studenter vid Linnéuniversitetet. Projektet fokuserar på att förbättra bibliotekets IT-hjälptjänst, "IT-hjälpen," med särskild inriktning på personer med funktionsnedsättning, främst synskadade. Med samhällets snabba digitalisering, som breddar de socioekonomiska klyftorna, syftar projektet till att hantera digital ojämlikhet genom ökad tillgänglighet och inkludering vid biblioteket. Genom litteraturgranskning, datakartläggning och analys samt tester av hjälpmedelsteknik, identifierar projektet sätt för biblioteket att bättre stödja digitalt exkluderade grupper. Rekommendationerna omfattar förbättringar i bibliotekets tillgänglighet för synskadade användare, metoder för regelbunden dataanalys av tjänsteanvändning samt förbättrad marknadsföring av inkluderande digitala utbildningstillfällen.

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This report presents a summary of a digital transformation project conducted in Spring 2023 between Kalmar City Library and four students from Linnaeus University. The project focuses on improving the library's IT assistance service, "IT-hjälpen," particularly for people with disabilities, especially those with visual impairments. With the rapid digitalization of society widening socioeconomic gaps, this project aims to address digital inequality through enhanced accessibility and inclusion efforts at the library. Through literature review, data restructuring, and analysis, as well as usability testing of assistive technology, the project identifies ways for the library to better support digitally excluded groups. Recommendations include improvements in library accessibility for visually impaired users, methods for periodic data analysis on service usage, and enhanced marketing efforts for inclusive digital education events.

In the digital age, the change in technology affects people and life in various ways. Changes have occurred in the purchasing behaviors of the generations living with the conveniences provided by internet technology. It has been an imperative for businesses and marketers to understand and adapt to the changes in consumer behaviors on the one hand and the changes brought by technology on the other. This study surmounted the changes in the consumer behaviors brought by technology. The focus was on the purchasing behaviors of today's consumers, who are almost constantly connected to the internet and each other by mobile devices. The concept of Generation C, which is used to identify these digital consumers has been examined. In the study, the literature was searched to explain the concept and to form a basis for applied research. The concept of Generation C is related the demographic and psychographic features and suggested that these feature groups should be evaluated together in the future studies.

The luxury sector is currently one of the most exciting market segments, standing out because of its ability to keep growing during economic crisis. In fact, high end consumers are a particularly attractive segment. They are willing to pay more for exclusive products and unique experiences, they value the symbolic meanings carried out by luxury products and brands, and they demand superior performance from luxury brand suppliers. But they are not the only ones choosing and buying luxury brands, as luxury is being increasingly adopted by the middle class, namely as a signal of success (Wiedmann & Hennigs, 2013)...

Kuşaklar arası farklılıklar, bireylerin hem çalışma hayatında hem de günlük hayatında farklı yönde karar almalarına neden olabilmektedir. Öyle ki bir bireyin lüks bir mal veya hizmeti satın alırken, onu işlevselliğine göre mi yoksa statü kazandırmasına göre mi satın aldığını belirlemek için ait olduğu kuşağın özelliklerine bakmak yararlı olacaktır. Bunun yanı sıra yaşanan teknolojik gelişmelerle birlikte Y ve Z kuşağının teknolojiye ve online platformlara olan bağımlılık düzeylerinin farklılaşması, "Çok kanallı satın alma davranışlarından showrooming ve webroomingi bu iki kuşak arasında farklılaştırabilir mi?" sorusunu da beraberinde getirmektedir. Bu doğrultuda çalışmanın temel amacı, Y ve Z kuşağının lüks marka ürünlerini satın alma sürecinde showrooming ve webrooming yönelimlerinin farklılaşıp farklılaşmadığının incelenmesidir. Buna ek olarak Y kuşağı ve Z kuşağı katılımcıların demografik özelliklerine (yaş, cinsiyet, aylık gelir, medeni durum, meslek) göre showrooming ve webrooming yönelimlerinin farklılaşıp farklılaşmadığı da araştırmanın diğer hipotezlerini oluşturmaktadır. Bu amaç doğrultusunda, Türkiye'de yaşayan 251 Y ve Z kuşağı bireyin showrooming ve webrooming tercihleri analiz edilmiştir. Araştırmadan elde edilen bulgular doğrultusunda; Y ve Z kuşaklarının lüks marka ürünlerini satın alma sürecinde showrooming ve webrooming yönelimlerinin farklılaşmadığı tespit edilmiştir. Demografik özelliklere göre showrooming ve webrooming yönelimleri analiz edildiğinde ise sadece eğitim durumlarına göre Y ve Z kuşağı webrooming davranışlarının gruplar arası farklılık gösterdiği tespit edilmiştir.

The mass-marketization of the luxury field results in a conundrum for brands: how to sell to the new mass of luxury consumers while continuing to conform to expectations of a singular, exclusive, and elitist experience. In contrast with prior research, which primarily focuses on understanding how luxury brands maintain their exclusivity despite market pressures toward ''mass-marketization", we draw on the institutional logics framework to explore how luxury mobilizes domestic elements in the service encounter to manage inclusivity and exclusivity imperatives in a context of massification. We show that the strategic mobilization of the domestic logic and its articulation with the market logic enable luxury brands to balance these contradictory imperatives. We identify three strategies that brands deploy in their retail stores: disguise (camouflaging the market logic under layers of domesticity), hybridization (blending domestic and market logics), and juxtaposition (partitioning domestic and market logics). Our findings suggest that domesticity can be mobilized both as an integration and a separation mechanism and that the ''domestication" of the luxury retail experience enables brands to situate their customers at different levels of the consumption experience. Building on these findings, we give brands and operational managers working in luxury firms several avenues for improving the way they manage customer experience and service encounters.

Previous research on creative brands focused on the way luxury brands draw on the
world of art, which values creativity, imagination, aesthetic and artistic sensibility. Scholars explore the artification of luxury, a process of transformation of luxury into art (see for a review Kapferer 2014; Chailan 2018). The artification of a brand elevates its status, reinforcing its symbolic value and justifying an extraordinary price (Kapferer 2014). For instance, Dion and Arnould (2011) demonstrate that some luxury brands draw on art to build luxury brand legitimacy, adopting aesthetic ideologies and drawing on the charisma of art to create adoring consumers. For some brands, the artistic director plays the role of an artist, describing his/her inspiration, demonstrating his/her creativity, and describing the artistic connection of his/her creations (collaboration with artists, passion for art, etc.). This strategy renders tangible the brand’s singularity and creativity, and impart a vision of beauty upon which a distinctive positioning depends. For creatively-inspired brands, retailers can become hybrid institutions, embodying elements of both art galleries and museums (Joy et al. 2014). For artified brands, their singularity and uniqueness and create emotional ties with customers, in addition to their high price (Dion and Arnould 2011).
While the world of art remains an important way of managing creative brands, the
discussion between Carpenter and Barlier highlights a less explored but complementary vision of creativity based on craftsmanship and the figure of the craftsman/woman. Rather than simply the artification of wine, Carpenter and Barlier explore the link between the craft of winemaking, the artification of the Louis Roederer brand, and the role of innovation in keeping the brand relevant.

The purpose of this study is to better understand the weight that green attributes carry in consumers' perception on which hotels to choose. The hospitality sector has begun implementing green practices into their daily operations as a result of growing social and environmental responsibility concerns. This study tries to discover the perception of consumers regarding the green attributes of hotels when choosing a hotel. A sample of 100 hotel guests were surveyed as part of the research's quantitative methodology and data was analyzed using SPSS software. The findings of this study indicated that consumers look for different green attributes in hotels and there is a statistically significant difference among the age groups and their perception on hotels that promote themselves as eco-friendly hotels. This study will offer information about consumer preferences and expectations for green practices in the hospitality sector, which can be used to help hotels to redesign their offerings and marketing plans to satisfy the needs of environmentally conscious customers.

De nombreuses personnes m'ont accompagné durant la réalisation de cette thèse. Ma famille la première m'a soutenu tout au long de cette aventure, mon père, Max Coulomb, ma mère Gilberte Coulomb et ma compagne Jocelyne Tshila. Je salue également mes amis, transformés en autant de terrains expérimentaux pour tester mes hypothèses de recherche et évaluer la pertinence de mes résultats. Mes encadrantes, madame Granet, directrice de la thèse et madame Gaillard, codirectrice m'ont guidé et transmis leurs savoir-faire. Je n'oublie pas le personnel de l'ARSH, tant enseignant qu'administratif : madame Luette, madame Chaouite, madame Giordano, madame Dalmasso, monsieur Judet, monsieur Sainte-Martine, monsieur Perluss et monsieur Galle, qui chacun et chacune, sans nécessairement le savoir, m'ont marqué par leur gentillesse, sollicitude, intelligence et bienveillance. Les doctorants et post doctorants avec qui j'ai eu la chance de travailler, ont aussi constitué une formidable influence, un vivier effervescent et stimulant. A cet égard je remercie l'UGA, qui m'a donné les moyens et les opportunités de mener ce travail dans les meilleures conditions, dans le cadre d'un contrat doctoral et ensuite, en tant que chercheur et vacataire. Les membres du projet de recherche COSMETHICS tiennent aussi une bonne place parmi ces conditions favorables. Véritable sanctuaire de recherche, c'est un lieu rare, un parfait incubateur pour tout chercheur désireux d'explorer, de confronter et de consolider ses idées. Je suis également redevable auprès des témoins, qui ont accepté de me livrer leurs histoires et m'ont ouvert une porte d'entrée vers l'univers de la beauté et des cosmétiques. Enfin, les oubliés ont tenu une place essentielle, car la somme des personnes ayant pris part dans ce travail dépasse largement le cadre de mon entendement. Le sujet au fil de sa constitution est devenu si total, que chaque occasion du quotidien s'est muée en une opportunité de recherche. Les rencontres, les discussions, les regards et les pratiques sont autant d'évènements invisibles, mais fondateurs de cette thèse. En cela, je rends hommage à celles et ceux que j'ai oubliés et qui sans le savoir, m'ont aidé.

Das Gefühl von wohlkalkuliertem Marketing lässt sich im von Sakralbauten inspirierten Museum aber nie abschütteln. Hier soll nicht Luxus Kunst fördern, sondern umgekehrt ästhetische Überschreitung das Image der teuren Marken aufwerten. Wie dick er auch aufgetragen wird – Luxus wird die Kultur nicht revolutionieren, höchstens deren Industrie zu Wert- steigerungen verhelfen.

New paths of luxury Luxury represents an extremely important economic, employment, skills, and image value, especially for countries such as Italy and France, covering numerous industries and product categories, and for Switzerland in terms of watchmaking. These countries represent the absolute majority of the world's luxury brands. In particular, according to Deloitte, Italy is the world leader in the number of companies and brands in the top 100 luxury companies. The economic and employment value of this supremacy is obvious; perhaps less obvious, but equally important, is the value of the skills accumulated over time and that of the country's image. The first relates to the skills and capabilities involved in the creation and production of luxury goods, which are not easily transferable to other economies and are therefore the heritage of the places where these skills were born and consolidated. The creation and production of luxury goods requires high skills at all levels of business organization, as strategy, marketing, design, manufacture, distribution, customer service. They come from a tradition that has grown over time and are part of a specific cultural history that cannot be replicated. This type of production of goods and services therefore represents a heritage that is difficult to imitate, with a capacity for design, implementation and development that is worthy of protection. For example, the major French luxury companies keep most of their production in Italy precisely because they are rooted in the culture of specific localities, such as Tuscany, Veneto, Marche, each with its own specific characteristics. As a result, the image effect on the value of the country of origin is extremely important, since the visibility of luxury brands is high and the perceived value and quality of these productions is very high, giving the country of origin a dimension of excellence. This image creates a positive halo effect for all products with the same COO. It is enough to remember how much Champagne generates the attraction of French wines or luxury houses on Italian fashion and design.

Zaufanie jest elementem każdej transakcji rynkowej. Stanowi o sukcesie strategii marketingowych wielu produktów, a jego brak może stać się powodem rynkowej porażki. Szczególnie istotnym obszarem staje się zaufanie konsumenta do marki, zarówno samego produktu jak i przedsiębiorstwa, które go wytwarza. Na polskim rynku produktów konsumpcyjnych obecnych jest coraz więcej globalnych, znanych marek. W tym aspekcie w artykule przedstawiono kwestie zaufania do marek globalnych, prezentując przegląd literatury polskiej i zagranicznej z zakresu zaufania, teorii zarzadzania marką a także zaufania do marki produktu. Celem artykułu było zaprezentowanie obecnego stanu wiedzy na temat zaufania do marek globalnych, a także przedstawienie wyników badań empirycznych w tym zakresie. W artykule autor odnosi się do modelu zaufania do marki obejmującego cechy marki, cechy przedsiębiorstwa oraz cechy konsumenta. Przedstawione w artykule wyniki badania stanowią jedynie fragment szerszych, ogólnopolskich badań z zakresu zaufania do marki prowadzonych obecnie przez autora. Słowa kluczowe: zaufanie, marka, marka globalna, zaufanie do marki. JEL Classifications: M310. 1. Wprowadzenie Zaufanie stanowi bardzo częsty temat rozważań naukowych, biznesowych oraz życia codziennego. Odmienna sytuacja dotyczy zagadnienia zaufania do marki. Ten problem traktowany jest bardzo marginalnie w polskiej literaturze w po-9 Szerzej na temat marketing dóbr luksusowych zob. m.in.: Dryl W., Wpływ kryzysu na zachowania zakupowe polskich konsumentów dóbr luksusowych.

This abstract paper forms the backdrop of a mock literature review and possible thesis which discusses about the review of the name-brand luxury product company known LVMH Moet Hennessy Louis Vuitton (LVMH). It highlights about the situational analysis of customers, markets and products owned by the company, the role and understanding of marketing systems that underpin the organizational structure, the institutional changes and specializations embedded in the company.

A ‘celebrity endorser' is any individual easily recognisable by the general public who leverages this visibility and goodwill to either appear alongside the product in an ad or endorse the product. This helps cosmetics brands to architect a strong brand image in the eyes of end users, a result due in large to the transference of the endorser's trustworthiness to the brand she/he backs. The study revealed that mature female consumers were more likely to relate to an ad featuring celebrities of similar age as themselves and who are actual users of the product rather than armchair or hands-off endorsers.

In language and communication, multimodality refers to using various modes of signification to convey meaning. These modes transcend language to engage with audiences at multiple sensory levels. Over time, communication has evolved to reflect a paradigm shift towards a multimodal perspective. This leads to a complex interplay between different modes of shaping interpretations and constructing meaning in discourse, which has attracted little research. This paper explores the concept of multimodality as used in the television advertisement discourse of Raha premium maize meal, using the Multimodal Discourse Analysis Theory. The objective is to investigate how viewers interpret and perceive different modes of signification employed in the advertisement. A descriptive research design with a qualitative approach is used in the collection and analysis of data. The findings reveal that each mode of signification has a unique role, some of which television viewers hardly denote their meaning. Further, politics, religion, and culture influence the perception of some modes of signification used in the advertisement. We recommend that the advertisements be tailored with modes of signification that resonate with the expectations of television viewers. The findings of this paper are intended to enrich linguistic theory concerning the analysis of the representation of meaning in a text and perceptions of modes of signification used.

Luxury goods are products and services that are not necessary but are highly desired within a culture or society. They are often associated with high quality, exclusivity, and a high price tag. Luxury goods can include items like designer clothing, high-end watches, luxury cars, and premium perfumes. The allure of these goods often lies in their ability to confer status, provide superior quality, and offer a unique experience that sets them apart from everyday items.

Understanding how consumers make decisions to purchase these luxury goods is crucial for businesses operating in this market. Unlike everyday products, the purchase of luxury goods involves a complex decision-making process influenced by both emotional and rational factors. Emotions play a significant role because luxury goods often symbolize personal success, social status, and self-identity. Rational factors are equally important as consumers consider the quality, durability, and potential investment value of these high-cost items.

W ostatnich latach obserwuje się intensywny rozwój rynku dóbr luksusowych, który oferuje konsumentowi coraz większy asortyment produktów i szerszą ich dostępność. Celem przeprowadzonego badania było poznanie zachowań seniorów na rynku luksusowych produktów spożywczych. Badanie przeprowadzono metodą ankiety bezpośredniej. W kwestionariuszu zastosowano kafeterię zamkniętą pojedynczego i wielokrotnego wyboru. Wyniki przedstawiono jako odsetek odpowiedzi. Badaniem objęto grupę 280 mieszkańców Trójmiasta powyżej 60. roku życia, w tym 130 uczestników zajęć Centrum Aktywności Seniora w Gdyni oraz Gdańskiego Uniwersytetu Trzeciego Wieku. Badanie przeprowadzono w marcu i kwietniu 2014 roku. Stwierdzono, iż starsi konsumenci kupują spożywcze produkty luksusowe. Do najczęściej spożywanych należą wędliny, sery oraz kawa, a do najrzadziej − owoce morza. Zachętą do zakupu tego typu produktów są ich wysoka jakość i pozytywny wpływ na zdrowie, a barierami wysoka cena i niska dostępność. Dla seniorów ważne są polecenie znajomych oraz promowanie luksusowych produktów i dań poprzez kulinarne programy telewizyjne. Głównymi miejscami zakupu spożywczych produktów luksusowych są ekskluzywne delikatesy oraz supermarkety. Badanie pokazało, iż seniorzy chętnie sięgają po produkty z górnej półki, stanowią więc ważny segment w rozwoju tego typu rynku. Jest to istotny sygnał pod adresem praktyki gospodarczej, przedstawicieli kanałów dystrybucji jak i handlowców. Ten segment rynku należy traktować jako atrakcyjny, dla którego warto przygotować odpowiednią ofertę, kanały komunikacji i odpowiednie zachęty. Artykuł ma charakter badawczy.

For the past 10 years, a new genre of media content called ASMR has been growing rapidly in popularity. ASMR is described as a pleasurable tingling sensation usually triggered by different audiovisual signals, performed by so-called ASMRtists. These triggers have been shown to lead to increased parasocial identification with ASMRtists as well as a stronger commitment to their marketing messages. Yet so far, the effectiveness of ASMR marketing has not been directly compared to the effectiveness of typical influencer marketing. Using two consecutive 2 Â 2 experiments among 408 consumers, this study compares the effect of a sponsorship message of two ASMRtists with two YouTube influencers. The results show that ASMR can be induced even by short, sponsored messages and that it positively influences the perception of both the advertised brand and the ASMRtist presenting it. Hence, ASMRtists are suitable brand ambassadors for marketers looking to reach an underserved online community.

Fashion counterfeiting is a multimillion pound business and one which relies on the complicity of the consumer. Frequently seen as a victimless crime, it is a difficult trade to control because as long as consumers desire brands, the greater the market for counterfeits. In this study we consider the way in which consumers relate to fake brands and the implications of counterfeit for consumers creating their identity through commodities. The results point to an inherent and fundamental contradiction in consumers views on counterfeit, willing to buy and wear the fakes but condemning the duplicity of those who do.

Marketers utilize a range of media venues to sway customer behavior (CB). Each advertising on a media portal has a diverse makeup that calls to customers in a different manner. As a consequence of digitalization, public media tastes have progressed. As an outcome, a greater
grasp of advertisements through numerous media channels and their impacts on Consumer Behavior is vital. The research looks at how advertisements on magazines, newspapers, radio, television, and the Internet affect consumer awareness, interest, conviction, purchase, & postpurchase behavior. The investigation employs a meta-analysis of bibliometric quotes to investigate how media affects the AWR, INT, and CON phases of Consumer Behavior (CB). The ISI Web of Science summarized the bibliography. A bibliometric analysis of 117
publications published between 2007 and 2022 yielded 6407 citations. On the basis of the study's findings, the analysis proposes a strategy for further research into the relationship between customers and promotional media. Using a bibliometric review, the study examines the influence
of media on consumer behavior in previous studies. The research focuses mostly on papers that have had the greatest impact in the scientific field. The publications that largely dealt with this paradigm, as well as the authors that have had the greatest impact on the academic community in
this field. The study demonstrates a set of linkages between the information bases examined by distinct authors and journals, as well as the framework of such interactions, depending on keywords addressed in each study.

Valley of Fire State Park, located in the Mojave Desert of Nevada, is a breathtakingly beautiful and unique location for weddings. Its vibrant red rock formations, dramatic landscapes, and serene desert environment make it an unforgettable venue for couples seeking an extraordinary setting for their special day.

Bob Sparks, President and Founder, has lived in Palm Beach County for 45 years and was a designer at Venture Marine and Bahama Boat Works. With 32 years of expertise, he has designed the Sparks 46-foot center console, a hull that surpasses the competition.

L'endossement des célébrités par les marques de luxe s'étend désormais à des célébrités quelque peu inattendues au vu de l'histoire de ces marques et de leurs égéries. Historiquement tournées vers des stars du grand écran, des mannequins, ou des sportifs, les marques de luxe se dirigent aujourd'hui aussi vers des stars des réseaux sociaux et du monde de la musique, rap notamment. Dans ce contexte perturbé, notre recherche vise à apporter une réflexion sur l'utilisation d'égéries incongruentes par les marques de luxe et sur l'impact de ces nouveaux endosseurs sur la perception de la personnalité. A ce titre, nous menons une expérimentation intra-sujets (condition neutre vs condition incongruente) en utilisant des artistes rap-Kaaris et Eddy De Pretto-associés à des marques de luxe, respectivement Dior et Hermès. Nos résultats montrent que l'incongruence joue un rôle important à travers la perception de la personnalité de la marque en modifiant significativement quatre de ses cinq dimensions.

With the rise in luxury marketing and the opening of Halal markets, luxury brands have begun to penetrate the lives of Muslim consumers. This has been accelerated particularly with the growing service economy. However, there is a lack of understanding of the underlying mechanism through which luxury services can impact the purchasing behavior of Muslims. With Islam influencing all aspects of Muslims’ lives including their purchasing behavior, it is important to resolve tensions between religiosity and luxury purchasing. Using the self-congruence theory, this study proposes a conceptual model of how religiosity can influence the purchasing behavior of luxury services and the well-being of Muslim consumers. This study contributes to the emerging luxury services and Halal service marketing literature, advances the transformative luxury and transformative service research agendas on well-being, and suggests a path for firms to encourage the spending of luxury services to capitalize on the growing Halal economy. The study concludes with a research agenda to advance research on the consumption of Halal luxury services.

c'est un rapport de stage d'initialisation qui j'ai effectuer au sein hôtel royal Mansour Marrakech dans service informatique technologie ,. Cette expérience a été extraordinaire et a contribué de manière importante à mon parcours académique et professionnel. Elle m'a permis de mieux comprendre le fonctionnement quotidien d'un hôtel de luxe de renommée internationale comme le Royal Mansour. Ce rapport de stage a pour but de présenter de manière claire et informative ce que j'ai appris pendant mon stage. Je vais mettre en avant ce que j'ai fait au sein de l'hôtel et les compétences que j'ai développées pendant cette période.

The complex interactions between psychological and sociocultural elements that affect consumers' pre-purchase decisions in the used automobile market are examined in this study. The study explores individual attitudes, perceptions of dependability, trust, and brand loyalty as well as the influence of perceived risk and prior experiences on consumer decision-making by looking at both the cognitive and emotional elements. The study also looks into socioeconomic and cultural effects, taking into account how marketing tactics, peer opinions, social conventions, and cultural expectations affect consumers' preferences and decisions when buying used cars. The research employs a mixed-methods approach, integrating quantitative surveys and qualitative interviews, with the goal of presenting a comprehensive comprehension of these factors. This will enable marketers and policymakers to effectively navigate and address the dynamic changes in the pre-owned car market.

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 mo...

Pour conserver leur statut sur les réseaux sociaux numériques, les influenceuses « beauté » orientent principalement leur activité vers le maintien et l'accroissement de leur prestige en ligne. S'inscrivant dans le cadre de la sociologie configurationnelle de Norbert Elias, l'étude précise la manière dont elles construisent ce prestige au sein d'une configuration particulière : le réseau social Instagram. Il s'agit de comprendre comment les enquêtées gèrent leur exposition corporelle et esthétique. Loin d'une diffusion unilatérale des normes de beauté qu'elles tentent et espèrent incarner, les influenceuses sont soumises à des contraintes normatives fortes liées à leur position au coeur de multiples interdépendances avec les marques, leurs abonnés, leur agence, la plateforme ciblée par l'enquête ici, mais aussi avec leurs homologues sur les réseaux sociaux.

La photocopie non autorisée est un délit Chapitre ■ La distribution internationale « Circuits de distribution » internationaux Les différents systèmes de distribution Les structures de prix Le budget et les stratégies publicitaires Le cas particulier des opérations de duty-free Le marché parallèle : causes et conséquences Chapitre 10 ■ Le merchandising et la gestion des points de vente Principes de base Merchandising et gestion des points de vente dans le secteur du luxe Le magasin comme outil de communication Points de vente directs ou vente en gros ? Logistique et licences Logistique Les licences Conclusion Bibliographie Index Index des marques

Recent technological advancements have led to great innovations in language use in electronic mass media. Innovation is one way of transforming the resources of an enterprise through the creativity of people into new resources and wealth. Advertisements on television are a rich site for data on language, innovations and scientific development. Language in television advertisements uses verbal and visual modes of signification to craft the advertisement message. This poses challenges to viewers because in multimodal discourses, viewers are faced with the changing phenomenon in which language per se is being displaced by sound and image, taking over tasks associated with the role of language. This paper investigates the synergy across semiotic modalities in one Coca Cola advertisement that appeared on Kenyan television channels in the years 2011-2012. The objectives of this study are: to examine the modes of signification in the Coca Cola advertisement, to determine how the language of the Coca Cola advertisement appeals to viewers and to explain the innovations in language use in the Coca Cola advertisement. This paper uses Kress and Van Leeuwen's theory of Multimodal Discourse Analysis to examine the modes of signification in the Coca Cola advertisement in relation to consumer reactions to the advertisement. Findings reveal that modes of signification include color, distance, face-work, gestures, graphics and music, all of which work in complementarity to craft the advertisement discourse. In this paper we posit that television advertisements create meaning through the careful manipulation of verbal and visual modes of signification so as to craft the desired interpretations that are advantageous to the advertisers.