Luxury brand

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.

Creating the perfect sensory experiences through customer interactions is an effective marketing strategy. Hindustan Unilever, promoted Lux beauty soap as a "luxury soap affordable for all". Pradip Unni (theprint.in), a marketing and branding strategist based in Kerala, said, "The celebrity endorsement, or them calling Lux the secret behind Bollywood actors' beauty, in the past as well as today, worked because it created memorability for the product, not just because a celebrity says so." It requires a thorough understanding of the product, its history, market presence and consumer perceptions to map and reveal a marketing strategy formula that has worked for a company for nearly what could be called a century and still continues. Research Objective: The research aims to reveal the way Hindustan Unilever for Lux beauty Soap has constructed a connection to a mass consumer category by repeating the formula of 'Adopt-Adapt-Create' on a decade-to-decade basis.

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.

This article deals with the matter of interpretation and role of cultural heritage of Podhale region within the context local tourism industry, with the emphasis put on the dynamically developing sector of premium services and facilities. Podhale tourist offers which have been analysed are directed to a group of affluent customers (tourists) who value luxury, exclusiveness, high quality service, safety, privacy and unorthodox nature of custom made tourists products. Special focus was placed on three areas: accommodation, tourist attractions, and the services on offer. In each of these three areas an important point for analysis is the interpretation and utilisation of regional cultural heritage, i.e. highland culture (tradition, folklore, architecture, history of the region, etc.) treated as a piece of tourist product for sale. Another matter mentioned in this paper is the question of construction of contemporary marketing vision of Podhale intentionally created and presented in front of the eyes of VIP customers.

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 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.

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.

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.

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.

Stores for luxury brands are not merely considered venues of sale but also that of prestige. Therefore, stores reflect the image of brands based on their design and the impression they create. This is because of the fact that the design of luxury stores also has a significant role to play in promoting customer loyalty. Upon literature review there are a number of studies on luxury stores (Debenedetti, 2021; Godey et al., 2009; Joy et al., 2014). Notwithstanding above, there is no comprehensive study to the best knowledge of the authors, which investigated, how the interior designs of these stores, which are updated at regular intervals to meet the demands and needs of the target audience, were handled today; what was preferred for interior items, including furniture, materials, equipment and lighting; and whether there were similarities in design approaches of the interior designs of luxury stores. Accordingly, this study aims to investigate the complex outlook of the interior design approaches of today’s luxury stores. Therefore, three luxury stores of international global brands with a strong brand image were selected for the purposes of the study and reviewed in the context of design elements. The data collected through visual analysis were then compared and analyzed.

The present research considers the effect of using relatively more abstract versus concrete language on consumers' attitudes toward a luxury product and their willingness to buy it. More specifically, the present research investigates the moderating role of brand prominence on the effect of using abstract versus concrete language on consumers' responses. The results of two experiments demonstrate that abstract language leads to higher product attitude and willingness to buy compared to concrete language when brand prominence is low but not when it is high. Implications of this research for theory and practice as well as its limitations are discussed.

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...

is a visiting fellow in Sociology at Harvard University. Her research interests are in the areas of cultural sociology, sociology of knowledge, evaluation, and creativity. A current project compares conceptions of creativity in art and technology. She recently published about judgment in art in Social Studies of Science.

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

This study explores the delicate equilibrium between extending and diversifying luxury brands and maintaining brand equity without dilution. The pressure to expand product lines and reach diverse consumer segments is palpable in the dynamic landscape of luxury markets. The study delves into the intricate realm of luxury brand management, focusing on the extensions and diversifications that luxury brands undertake to bolster their overall brand equity while safeguarding their essence.

The market for luxury brands is a dynamic and ever-changing world defined by a pursuit of exclusivity, craftsmanship, and timeless allure. In today’s world, when customer preferences and market dynamics are continually shifting, luxury brands face the challenge of maintaining their heritage and adapting to the demands of a changing consumer base. The deliberate use of brand extensions is one significant strategy luxury brands use to navigate this complex equilibrium.

This research combines primary and secondary methods to address its aim and objectives. The study meticulously examines various luxury brand extensions, evaluating associated risks and benefits, and appraises the nuanced impact of diversification on brand equity. Scrutinizing real-world examples, it distils insights into how luxury brands strategically navigate the challenging landscape of extending their presence across diverse product categories. Shifting focus, the research delves into consumer perspectives on luxury brand extensions, unravelling intricacies of perception and preference. By exploring consumer behaviour and attitudes, the study illuminates the role extensions play in upholding brand value. Lastly, the dissertation synthesizes knowledge to propose strategic recommendations, distilling best practices and guiding luxury brand managers in effective extension and diversification decisions.

The findings of this research aim to provide actionable insights for luxury brand managers, helping them make informed decisions about extensions or diversification that align with their brand essence. By illuminating the delicate balance between growth and authenticity, this dissertation contributes to the broader discourse on sustaining brand equity in the dynamic and competitive landscape of the luxury industry. The findings and analysis suggest a recommended strategy for brands when extending or diversifying their brand.

Zachowania konsumentów na rynku usług luksusowych są uwarunkowane wieloma czynnikami. W artykule podjęto próbę interpretacji pojęcia usługi luksusowej i oceny stawianych jej wymagań. Ponadto, zbadano zachowania konsumentów na rynku luksusowych usług kosmetycznych. Badania ankietowe przeprowadzono w grupie 162 mieszkańców Trójmiasta. Badani utożsamiali luksus z komfortem życia oraz z przyjemnością konsumpcji. Ponad 70% ankietowanych stwierdziło obecność usług luksusowych na rynku usług. Ich podstawowymi cechami są wysoka jakość i cena oraz dostępność tylko dla wybranej grupy. Atrybutami luksusowych usług kosmetycznych są gwarancja wysokiej jakości i prestiż. Główne powody korzystania z tych usług to chęć dbania o wygląd i zdrowie oraz prestiż. Najczęściej wybieranymi zabiegami były związane z usuwaniem oznak starzenia, również uznane za luksusowe. Kwoty, które respondenci przeznaczali na zabiegi były zróżnicowane, a ceny zabiegów w ich opinii zbyt wysokie. W dobie obowiązywania trendów o zdrowie i wygląd rynek usług kosmetycznych przeżywa intensywny rozwój, a oferując nowe, coraz bardziej wyszukane i efektywne zabiegi ma szansę na miano luksusowego. Artykuł ma charakter badawczy. Słowa kluczowe: usługi luksusowe, zachowanie konsumentów, medycyna estetyczna. Kod JEL: D12 Wstęp Produkty i usługi luksusowe, w porównaniu z ich konwencjonalnymi odpowiednikami; postrzegane są głównie przez pryzmat swojej wyższej ceny, jakości, ograniczonego dostępu i szeroko rozumianej aury luksusu, którą trudno zdefiniować, gdyż ww. cechy nie są zawsze jego wyznacznikami. Coraz częściej wskazuje się na snobizm i prestiż związany z nabywaniem tego rodzaju produktów i usług, potwierdzający przynależność do konkretnej grupy. Definicja usługi Usługa jest to "wynik bezpośredniego współdziałania dostawcy i klienta oraz wewnętrznej działalności dostawcy w celu zaspokojenia potrzeb klienta", dlatego też działalność

Nutzungsbedingungen Die ETH-Bibliothek ist Anbieterin der digitalisierten Zeitschriften. Sie besitzt keine Urheberrechte an den Inhalten der Zeitschriften. Die Rechte liegen in der Regel bei den Herausgebern. Die auf der Plattform e-periodica veröffentlichten Dokumente stehen für nicht-kommerzielle Zwecke in Lehre und Forschung sowie für die private Nutzung frei zur Verfügung. Einzelne Dateien oder Ausdrucke aus diesem Angebot können zusammen mit diesen Nutzungsbedingungen und den korrekten Herkunftsbezeichnungen weitergegeben werden. Das Veröffentlichen von Bildern in Print-und Online-Publikationen ist nur mit vorheriger Genehmigung der Rechteinhaber erlaubt. Die systematische Speicherung von Teilen des elektronischen Angebots auf anderen Servern bedarf ebenfalls des schriftlichen Einverständnisses der Rechteinhaber. Haftungsausschluss Alle Angaben erfolgen ohne Gewähr für Vollständigkeit oder Richtigkeit. Es wird keine Haftung übernommen für Schäden durch die Verwendung von Informationen aus diesem Online-Angebot oder durch das Fehlen von Informationen. Dies gilt auch für Inhalte Dritter, die über dieses Angebot zugänglich sind.

This article studies male's overt consumption of non-traditional gender aesthetics. Phenomenological interviews revealed that consumers use these items to build a unique aesthetic gender identity. Consumers apply strategies of differentiation and contrasting to safeguard their aesthetic individuality and set themselves apart from communal forms of consumption.

Nowadays, with the Internet and the algorithmic machines, not only has fashion advertising become ubiquitous and engaging, advertising media has also become a paragon for other communicative languages. The relationship between fashion and advertising has certainly implemented the sales and visibility of lots of brands but it has also boosted consumerism as a guide for our buying decisions. Such consumerism-centred phenomenon has paved the way to the development and success of fast fashion, making people free to experiment with their own identity and suggesting new choice criteria. Such a dimension will be brought into focus by exploring the advertising of (fast) fashion for the promotion of psychophysical wellbeing. Post pandemic crisis and the strengthening of people's central role and responsibility in personal and collective health, a lot more attention has been paid to wellbeing and therefore to body care. Some areas of fashion have tapped into the new vulnerabilities of today's consumers and have boosted not just the consumption of goods and activities that promote psychophysical wellbeing, but also a lifestyle that is about not "consuming" the body and opting instead for long-term wellbeing, thus prompting people to reflect on the role of fashion experiences and on their own choices in a conscious, self-directed way.

Co-creation is said to take place in a variety of domains when two or more actors interact to create value. The topic of brand co-creation has been in the literature for 15 years. During this time, a multitude of concepts, constructs and behaviours about co-creation have been presented in the marketing literature. The result is a fragmented research area with little underlying consensus about how co-creation occurs between consumers and brands. The purpose of this article is to propose a brand co-creation typology, with the goal of consolidating existing work into a unified framework and providing a roadmap for practitioners to use co-creation in a more informed fashion. This typology creates avenues for future research through empirical testing.

This study aims to examine the underlying reason why consumers do not have the willingness to purchase counterfeit luxury brand by focusing on the effects of personality, perceived quality and attitude towards the behavior of not purchasing counterfeit luxury brands. Personality factor is conceptualized to have six dimensions namely value consciousness, novelty seeking, integrity, personal gratification, status consumption and materialism. A survey on 115 non-purchaser of counterfeit was conducted amongst adults in Kota Kinabalu, Sabah, Malaysia. Results revealed that attitude towards counterfeit luxury brands played an important role as it has a positive relationship with intention not to purchase counterfeit luxury brands and value conscious, novelty seeking and integrity. Attitude towards counterfeit luxury brands also has a fully mediation effect on the relationship between novelty seeking and intention not to purchase counterfeit luxury brands. However, novelty seeking consumer...

A review by Vitell and Ho [J Bus Ethics 16 (1997) 699] calls for more rigorous empirical testings of current ethical decision-making models (EDMMs). The study's premise is that a more specific understanding of the moral reasoning processes leading to an ethical decision is necessary to bring greater understanding. We extend the current ethical nomological network in marketing with a model from management that describes eight components of moral reasoning. Four components representing rule-based and another four representing cost/benefitbased reasoning are tested across eight consumer situations. The results suggest that: (i) consumers make relative use of rule-and cost/ benefit-based reasoning processes when making an ethical decision; (ii) all ethical decisions are preceded by a combination of rule-and cost/ benefit-based reasoning processes with none preceded by a pure rule-or cost/benefit-based reasoning process; and (iii) the relative use of reasoning processes used by consumers changes across situation and information.

PurposeThe purpose of this study is to explore the impact of product category and consumers’ motivations profiles on the determinants of consumers’ preferences and purchase intentions of counterfeits and genuine products, through manipulation of product attributes and purchase situations.Design/methodology/approachThe study relies on an experimental design involving a questionnaire on a convenience sample with two parts: a tradeoff model manipulating three attributes, product type (genuine vs. counterfeit), price (high vs. low) and place of purchase (regular shop, Internet and market) in two product categories, and a scale measuring motivations to purchase counterfeits. Ranking and purchase intentions are analyzed using conjoint analysis and generalized linear mixed model (GLMM).FindingsRanking reveals a dominant pattern of consumer behavior regarding counterfeiting: product type, price and place of purchase. Product category has a moderating effect on choice criteria: relative impo...

Luxury brands' pioneering digital strategies now incorporate augmented reality (AR), which offers new opportunities thanks to AR unique characteristics. Luxury brands differ from other brands in their specific attributes, such as authenticity, exclusivity, hedonism, and aesthetic expression. This research investigates how AR characteristics can support luxury brands by drawing on illustrative cases of AR deployment by luxury brands and in-depth interviews with executives and senior managers. Specifically, it identifies how luxury brands deploy AR through four distinct strategic approaches focused on: ephemeral elevation; auratic amplification; bespoke personalization; and effortless continuation. The study contributes to literature on digital technologies and luxury brands by offering, first, a focused analysis of how AR uniquely conveys luxury attributes, and second, by conceptualizing how AR enables brands to enhance customer journeys and brand experiences through four strategic approaches. Finally, it provides managerial guidance on how luxury brands can effectively deploy AR to build brand equity.

Materialism plays a significant role in the consumption of many products, particularly highly visible products like apparel. For highly materialistic individuals, possessions play significant roles in the construction and communication of their identities, where products are used as tools for individuals to build their lifestyles around the products and brands they acquire and display. This study examines two items, the affect held toward individuals viewed to be rivals and fashion consciousness using PLS-SEM. The results suggest that individuals' materialism, specifically, individuals' acquisition as the measure of success and acquisition as the pursuit of happiness, appear to affect the affect they experience toward others. Individuals with stronger beliefs that acquisition is a measure of success and as the source of happiness were observed to hold significantly less positive and more negative affect toward individuals viewed as rivals than those with lesser beliefs. The findings indicate that marketers may be able to affect the marketplace activities of materialistic consumers by affecting the affect they possess toward others.

Comité d'organisation Svetla DIMITROVA, Musée ethnographique régional en plein air (Bulgarie) Vanya DONEVA, Musée ethnographique régional en plein air (Bulgarie) Maria KISSIKOVA, Université de Plovdiv (Bulgarie) Oana PERJU, équipe "Traditions créatives" et chercheuse indépendante, Bucarest

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In today's society, advertising plays a very important role and we cannot deny that it persists in all areas of our lives. With the development of information technology and the emergence of social networks, advertising has migrated to these platforms, occupying an important segment in the diversification of methods of delivering advertising messages, but the classic methods of advertising such as outdoor advertising, TV, radio did not have suffered because of it. Although advertising has always been necessary, its importance in the Republic of Moldova has increased significantly with the transition to a market economy. Having many forms, such as political advertising, social advertising, commercial advertising, business advertising, etc., we will refer to advertising that contributes to the development of entrepreneurship, marketing of goods and raising the prestige of the manufacturer, as well as that used as kind of activity.

The authors address the challenges individuals face when managing their professional brands while working in "prestigious posts" (high-profile jobs in established organizations) and striving to maintain career mobility. Using a case study approach and drawing on sociological field theories, the authors identify two types of tensions (resource-based and identity-based) that are triggered by prestigious posts and four practices conducive to mitigating tensions and maintaining mobility. Beyond extending prior theory on person brands to include consideration of career mobility, this work has implications for better understanding the complexities of affiliations between professionals and the brands they work for. It suggests that individuals who are managing their professional brands while holding prestigious posts need to strike a balance between benefiting from the affiliation in the eyes of external stakeholders and at the same time maintaining their professional independence to maintain career mobility.

Earlier researches on the topic of consumer resistance permit better understanding of the causes, manifestations and consequences of the phenomenon, mainly focusing on the situational contexts of consumers' resistant action. This paper examines consumer resistance in an individual perspective, analyzing the propensity to resist as an individual variable antecedent to these behaviors. Our aim is to explore an individual disposition, consumers' propensity to resist (CPR), which in appropriate situations would explain why some consumers and not others tend to offer resistance. Thus, we model actual resistance behaviors as a function of personal (or psychological) and situational factors.

The main aim of this article is to present and analyse changes in the global luxury goods market in the 21st century, with particular emphasis on the effects of the supply shock caused by the COVID-19 pandemic. In the part devoted to the period before the pandemic, the following market trends will be described: the democratisation of luxury, brand consolidation process, the emergence of Generation Alpha, the evolution of masstige goods relied on fast-fashion processes, "Chinese bulimia", market "retailization" processes, the growing importance of mono-brand stores, rejection of online sales by European brands, e-commerce development, and growing environmental awareness. The article's part, dedicated to the period of the pandemic and the changes immediately after it, presents trends such as the emergence of non-fungible tokens (NFTs) and gaming goods (metaverse gaming), the rebirth of the vintage market and secondhand stores, an increase in sales of casual goods, new multi-brand sales platforms, and the growing importance of local markets. The article is based on literature query and comparative analysis of industry reports prepared by Deloitte, Bain & Company, and Luxe Digital.

This article provides a systematic literature review of the hospitality, leisure, tourism, business, and management literature on luxury hospitality. We use a data-driven quantitative method (i.e., bibliometric review) to provide an integrated view of extant luxury hospitality research. The bibliographic coupling analysis allowed us to outline the field's intellectual structure and identify six clusters: (1) digital interactions, online reviews, and complaint handling; (2) brand attributes and service encounters; (3) status consumption and premium pricing; (4) service quality and consumer experiences; (5) sustainable practices and workplace environment; and (6) workforce-related traits. Furthermore, we identified 114 theoretical lenses, with the most frequently used theories being: (1) social exchange theory; (2) social identity theory; (3) theory of leisure class; (4) stimulusorganism-response theory; and (5) theory of uniqueness. Finally, building on our analyses, we outline a further research agenda.

This article provides a systematic literature review of the hospitality, leisure, tourism, business, and management literature on luxury hospitality. We use a data-driven quantitative method (i.e., bibliometric review) to provide an integrated view of extant luxury hospitality research. The bibliographic coupling analysis allowed us to outline the field's intellectual structure and identified six clusters: (1) digital interactions, online reviews, and complaint handling; (2) brand attributes and service encounters; (3) status consumption and premium pricing; (4) service quality and consumer experiences; (5) sustainable practices and workplace environment; and (6) workforce-related traits. Furthermore, we identified 114 theoretical lenses, with the most frequently used theories being: (1) social exchange theory; (2) social identity theory; (3) theory of leisure class; (4) stimulus-organism-response theory; and (5) theory of uniqueness. Finally, building on our analyses, we outline a further research agenda.

Purpose: What role do consumers play in constructing their own luxury experiences? Challenging the dominant product-focus in luxury conceptualizations, this research note conceptualizes agentic luxury in the context of luxury services. Drawing on extant luxury research, we propose how consumers may take on more active roles in enacting their own luxury service experiences.
Design/methodology/approach: This research note builds on managerial insights from the luxury service sector to conceptualize the concept of agentic luxury.
Findings: Our research note develops a conceptual definition of agentic luxury and provides seven research propositions for its impact on luxury service encounters. These propositions detail (1) how consumers engage in constructing their luxury experience; (2) the roles of consumers and luxury service providers in the experience; and (3) boundary conditions of agentic luxury. We further develop the role of customer-as-designer and highlight similarities and differences for agentic luxury between luxury goods and services.
Practical implications: We combine the recognized specificities of the largely goods-dominated luxury sector with service research to show how luxury service providers can engage customers for more complete and engaging luxury service experiences.
Originality/value: This research note is the first to conceptualize agentic luxury. We show how agentic luxury fills a gap in the current literature, and our propositions advance the relevance of agentic luxury for luxury service research.

Purpose-Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation. Design/methodology/approach-This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus. Findings-The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer-and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives. Research limitations/implications-The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues. Originality/value-The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes

Indian Millennials will be the next luxury market kings and queens. When compared to prior generations, they are more prone to spend more on luxury things. Because millennials' ideas and basic value structure differ greatly from those of previous generations, luxury marketers must comprehend "millennials' thinking" and devise a unique strategy to entice this valuable market segment. The attempt of this research is to study and identify factors inuencing brand loyalty towards luxury brands among millennials in the region of Mumbai. A case study approach has been taken using Armani as a luxury clothing brand. International luxury brands attempting to woo Indian consumers can use the ndings of this study to develop customer value for consumers seeking a luxurious lifestyle, as well as to improve their self-image and social acceptance, assisting marketers in attracting new luxury customers and retaining existing ones.

Due to the economic, social and environmental problems in developed and developing countries, companies increasingly focus on sustainability and try to ensure the same quality and standards in working and production conditions throughout their supply chains. Besides the concept of sustainability, the field of luxury brand management has gained more relevance in the last decades as well. Considering the increasing importance of both concepts, the question for a combination of these two concepts arises. Luxury brands sell products that are rare, and are thus resource-dependent, which increases their need for sustainability. Even if other sectors may be more relevant to the cause of sustainability, luxury brands that have gained intact reputations for sustainability must take care to maintain it. On the other side, given the growing concern for sustainability nowadays, consumption habits started turning towards more environmental friendly choices, so to reduce the impact of everyday life on the earth.

Les citadins ont développé une culture matérielle préfigurant, dès la fin du moyen âge, l'efflorescence consommatrice typique du XVIIe siècle hollandais. La prospérité des groupes médians leur donne accès à une grande variété d'objets, issus de la diversification de la production artisanale. À côté des objets d'exception, réservés à une clientèle exclusive, des objets de série, qui en sont inspirés, sont fabriqués en grand nombre pour des coûts accessibles.

Abercrombie & Fitch has become known for hiring physically fit male employees to pose at store entrances shirtless. However, it is not clear whether this strategy is effective in enticing male or female customers to make purchases. Research has shown that youth, health, and attractiveness are important characteristics for men in a mate; whereas status, wealth, and dominance are priorities for women (Burd 1986). One way to understand gender differences in mate preferences is through Darwin's (1871) principle of sexual selection. A heterosexual man

Purpose: Conceptualize the identifiers of segments emerging on the bases of a) Income and Wealth, b) Socio-Cultural and c) Behavioural aspects by diving deep into academic literature, market and industry reports and new articles – all examined through the unique lens of the Indian context.   Theoretical Framework: This conceptual paper draws from theories on value drivers of luxury ( ) and synthesizes it with classical consumer market segmentation theory ( ).   Design Methodology and Approach: This is conceptual paper created by the integration of literatures and available secondary data to propose integrated frameworks.   Research, Practical and Social Implications: The research implication for this paper stems from the fact that the conceptual models proposed pave the way for empirical verification. The research also provides practitioners and luxury marketers with insights that may be referred to while designing marketing programs in this market.   Originality Value: The paper sy...

Purpose: Conceptualize the identifiers of segments emerging on the bases of a) Income and Wealth, b) Socio-Cultural and c) Behavioural aspects by diving deep into academic literature, market and industry reports and new articles – all examined through the unique lens of the Indian context.   Theoretical Framework: This conceptual paper draws from theories on value drivers of luxury ( ) and synthesizes it with classical consumer market segmentation theory ( ).   Design Methodology and Approach: This is conceptual paper created by the integration of literatures and available secondary data to propose integrated frameworks.   Research, Practical and Social Implications: The research implication for this paper stems from the fact that the conceptual models proposed pave the way for empirical verification. The research also provides practitioners and luxury marketers with insights that may be referred to while designing marketing programs in this market.   Originality Value: The paper sy...

Many fashion brands have responded to a transparent fashion industry to prevent unethical manufacturing practices. Firms are evaluating suppliers more carefully as fashion consumers are showing more concern and shopping with the social consciousness of sweatshops. Prior studies have examined the relationship between transparency and purchase intention; however, little is known about women fashion consumers. Because women show more participation in proenvironment behavior and activism than men and information about suppliers is highly valued, we examined women's perception toward firms' transparency of suppliers' manufacturing practices. Structural modeling was employed for hypotheses testing for 411 women fashion consumers in a Southwestern European country. The proposed model provides the satisfactory explanation for transparency as an antecedent of brand trust among women consumers. The study reports that consumer attitude toward the brand acts as mediator between transparency and purchase intention. The results suggest that transparency has a significant and positive relationship with trust, attitude and word-of-mouth intention; however, it does not have significant relation to purchase intention. Trust has a positive and significant relation with word-of-mouth communication; however, it does not have a significant relation to purchase intention. Implications for researchers and marketers and direction for future studies are suggested.

The concept of luxury is as old as humanity even if over time meant different things, luxury is a conceptual and symbolic dimension and it is today the result of a historical evolution. Luxury is mainly irrational and engages strong and intense emotions, it is multisensory. "Luxury is above all a world of brands" Philip Kotler. The luxury brands go beyond the object: they are built from the reputation made from their creations within the social elites and trendsetters. The major conclusion Professor Dubois studies is that consumer attitudes and behavior towards luxury are ambivalent following an attraction/avoidance pattern (sometimes occurring within the same person). The watchword for luxury is experience and the shop is where the client lives the brand. Professors Bastien and Kapferer presented 4 modes of distribution [3], each one more suitable (than the others) according to the products/services and/or the markets where the luxury brand operates. To be able to be successful in selling luxury online, luxury brands have to build and implement an e-business strategy, the model presents 10 tactical important aspects. Today the world faces an uncommon and violent turbulence; severe crisis in Europe, instability in United States and accelerated growth in BRIC countries (Brazil, Russia, India and China) and soon in the CIVETS's (Colombia, Indonesia, Vietnam, Egypt, Turkey and South Africa). However, the extraordinary results of the most important luxury groups are encouraging and reveal that so far challenges have been transformed in great opportunities. This paper has been adapted and updated from sections of the book, translation: Luxury Empire-Building Success.