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Luxury Marketing

A Challenge for Theory and Practice

  • Klaus-Peter Wiedmann
  • Nadine Hennigs

Table of contents

  1. Front Matter
    Pages 1-1
  2. Luxury Marketing as a Challenge for Marketing Theory and Practice

    1. Front Matter
      Pages 1-1
    2. Vincent Bastien, Jean-Noël Kapferer
      Pages 19-34
  3. Luxury and Luxury Consumption: A Global Phenomenon or Dependent on Cultural Differences?

    1. Front Matter
      Pages 35-35
    2. Virginie De Barnier, Pierre Valette-Florence
      Pages 37-56
    3. Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Klaus-Peter Wiedmann, Nadine Hennigs
      Pages 57-76
    4. Nadine Hennigs, Klaus-Peter Wiedmann, Christiane Klarmann
      Pages 77-99
  4. Luxury and Luxury Consumption from a Theoretical Perspective

  5. Different Approaches to Understanding Luxury and Luxury Brands from the Customer’s Perspective within Specific Cultural Contexts

    1. Front Matter
      Pages 155-155
    2. Kartik Dave, Garima Dhamija
      Pages 157-168
    3. Nicole Stegemann, Sara Denize, Kenneth E. Miller
      Pages 169-184
  6. Luxury and Luxury Consumption in the Context of Societal Change

    1. Front Matter
      Pages 185-185
    2. Meng-Shan Wu, Cheng-Hao Chen, Isabella Chaney
      Pages 207-219
  7. Counterfeits Challenging the Luxury Industry, Consumers and Society

    1. Front Matter
      Pages 221-221
    2. Udo Wagner, Seung-Hee Lee, Sabine Kleinsasser, Jutatip Jamsawang
      Pages 223-244
    3. Suzane Strehlau
      Pages 245-260
    4. Aaron Ahuvia, Giacomo Gistri, Simona Romani, Stefano Pace
      Pages 279-293
    5. Silvia Grappi, Ilaria Baghi, Bernardo Balboni, Veronica Gabrielli
      Pages 295-315
  8. The Management of Luxury and Luxury Brands

    1. Front Matter
      Pages 317-317
    2. Gaetano Aiello, Raffaele Donvito, Silvia Ranfagni, Laura Grazzini
      Pages 319-339
    3. Nadine Hennigs, Klaus-Peter Wiedmann, Steffen Schmidt, Sascha Langner, Thomas Wüstefeld
      Pages 341-357
    4. Jan Wieseke, Michael Mauer, Sascha Alavi
      Pages 359-376
  9. Luxury and Luxury Marketing in the Wine Industry

    1. Front Matter
      Pages 377-377
    2. Alistair Williams, Glyn Atwal
      Pages 379-393
    3. Stefan Behrens, Klaus-Peter Wiedmann, Nadine Hennigs
      Pages 395-416

About this book

Introduction

Luxury Marketing
A Challenge for Theory and Practice

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

Contents

Luxury Consumption
- A Global Phenomenon or Dependent on Cultural Differences?
- A Theoretical Perspective
- The Context of Societal Change

Luxury Brands
- The Customer’s Perspective within Specific Cultural Contexts

The Luxury Industry
- Counterfeits

The Management of Luxury Brands

Luxury Marketing in the Wine Industry


Target Groups
Academics and researchers in various disciplines; Marketing Managers.

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

Keywords

Luxury Brand Luxury Brand Management Luxury Goods Luxury Market Luxury Marketing Mix

Editors and affiliations

  • Klaus-Peter Wiedmann
    • 1
  • Nadine Hennigs
    • 2
  1. 1.Leibniz Universität HannoverInstitut für Marketing und ManagementHannoverGermany
  2. 2.Leibniz Universität HannoverInstitut für Marketing und ManagementHannoverGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-4399-6
  • Copyright Information Springer Fachmedien Wiesbaden 2013
  • Publisher Name Gabler Verlag, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-4398-9
  • Online ISBN 978-3-8349-4399-6
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods