Advertisement

Perceptions, Attitudes and Luxury Brands

  • Nicole Stegemann
  • Sara Denize
  • Kenneth E. Miller
Chapter

Zusammenfassung

The Australian market for luxury brands has been largely overlooked, but in the first decade of the new millennium it has quietly developed into a success story for the luxury industry with “international luxury executives consistently remarking that Australia is a surprisingly sophisticated market“ [23].

Keywords

General Attitude Consumer Research Brand Equity Brand Attitude Brand Extension 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatuer

  1. [1] Aaker, D.A./Joachimsthaler, E. (2000): The brand relationship spectrum: The key to the brand architecture challenge, in: California Management Review, Vol. 42, pp. 8–24.CrossRefGoogle Scholar
  2. [2] Aaker, D.A./Keller, K.L. (1990): Consumer Evaluations of Brand Extensions, in: Journal of Marketing, Vol. 54, pp. 27–41.CrossRefGoogle Scholar
  3. [3] Alba, J.W./Hutchinson, J.W. (1987): Dimensions of Consumer Expertise, in: Journal of Consumer Research, Vol. 13, pp. 411–454.CrossRefGoogle Scholar
  4. [4] Anonymous (2011): A whole new mall game, in: The Sydney Morning Herald. Sydney, Fairfax Media.Google Scholar
  5. [5] Bone, P. F./Ellen, P. S. (1992): The Generation and Consequences of Communication-evoked Imagery, in: Journal of Consumer Research, Vol. 19, pp. 93–104.CrossRefGoogle Scholar
  6. [6] Broniarczyk, S. M./Alba, J. W. (1994): The Importance of the Brand in Brand Extensions, in: Journal of Marketing Research, Vol. 31, pp. 214–228.CrossRefGoogle Scholar
  7. [7] De Bernier, V./Falcy, S./Valett-Florence, P. (2008): Comment mesurer les perceptions du luxe? Une comparaison entre les échelles de Kapferer (1998), de Vigneron et Johnson (1999) et de Dubois et al. (2001), International Marketing Trends Congress, Congrès ESCP Paris-Venise.Google Scholar
  8. [8] Dubois, B./Czellar, S./Laurent, G. (2005): Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries, in Marketing Letters, Vol. 16, p. 115–128.CrossRefGoogle Scholar
  9. [9] Dubois, B./Laurent, G. (1994): Attitudes toward the concept of luxury: An exploratory analysis, in: Asia-Pacific Advances in Consumer Research, Vol. 1, pp. 273–278.Google Scholar
  10. [10] Dubois, B./Laurent, G./Czellar, S. (2001): Consumer rapport to luxury: Analyzing complex and ambivalent attitudes, in: Working Paper Series: CR 736/2001, Paris, HEC.Google Scholar
  11. [11] Holt, D. B. (1995): How consumers consume: A typology of consumption practices, in: Journal of Consumer Research, 22 June, pp. 1–16.CrossRefGoogle Scholar
  12. [12] Homer, P. M. (1995): Ad Size as an Indicator of Perceived Advertising Costs and Effort: The Effects on Memory and Perceptions, in: Journal of Advertising, 24 (Winter), pp. 1–12.Google Scholar
  13. [13] Kapferer, J.-N. (1998): Why are we seduced by luxury brands?, in: Journal of Brand Management, Vol. 6, pp. 44–49.Google Scholar
  14. [14] Keller, K. L. (1993): Conceptualizing, Measuring and Managing Customer Based Brand Equity, in: Journal of Marketing, Vol. 57, pp. 1–22.CrossRefGoogle Scholar
  15. [15] Keller, K. L. (2003): Strategic branding management: building, measuring, and managing brand equity, Upper Saddle River, New Jersey, Prentice Hall.Google Scholar
  16. [16] Keller, K. L. (2009): Managing the growth tradeoff: Challenges and opportunities in luxury branding, in: The Journal of Brand Management, Vol. 16, pp. 290–301.CrossRefGoogle Scholar
  17. [17] Kent, R. J./Allen, C. T. (1994): Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity, in: Journal of Marketing, Vol. 58, pp. 97–105.CrossRefGoogle Scholar
  18. [18] Leibenstein, H. (1950): Bandwagon, snob, and Veblen effects in the theory of consumers’ demand, in: Journal of Economics & Business, Vol. 64 (May), pp. 183–207.Google Scholar
  19. [19] Lutz, R. J. (1991): The Role of Attitude Theory in Marketing, in: Robertson, H. H. K. A. T. S. (Ed.) Perspectives in Consumer Behavior, 4th ed., Englewood Cliffs, NJ, Prentice Hall.Google Scholar
  20. [20] Mason, R. (1981) Conspicuous Consumption, New York, N.Y., St Martin’s Press.Google Scholar
  21. [21] Mason, R. S. (1992) Modelling the demand for status goods. Working Paper. UK, Department of Business and Management Studies, University of Salford.Google Scholar
  22. [22] O’Rourke, M. (2011a): Australian Luxury Market Nearing 1 Billion Dollars. The MO Down. Sydney, MO Luxury, assessed 17 January 2012, http://www.moluxury.com.au/themodown/?p = 2113
  23. [23] O’Rourke, M. (2011b): Sydney, A Surprisingly Sophisticated Market Sydney, Luxury Society, assessed 17 January 2012, http://luxurysociety.com/articles/2011/03/sydney-a-surprisinglysophisticated-market. Google Scholar
  24. [24] Otnes, C./Lowrey, T./Shrum, L. J. (1997): Toward an Understanding of Consumer Ambivalence, in: Journal of Consumer Research, Vol. 24 (June), pp. 80–94.CrossRefGoogle Scholar
  25. [25] Park, W. C./Jaworski, B. J./Macinnis, D. J. (1986): Strategic Brand Concept-Image Management, in: Journal of Marketing, Vol. 50, pp. 135–145.CrossRefGoogle Scholar
  26. [26] Putrevu, S./Lord, K. R. (1994): Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitive and Affective Involvement Conditions, in: Journal of Advertising, Vol. 23 (June),Google Scholar
  27. 90.
  28. [27] Reddy, S./Holak, S. L./Bhat, S. (1994): To extend or not to extend: Success determinants of line extensions, in: Journal of Marketing Research, Vol. 31, pp. 243–262.CrossRefGoogle Scholar
  29. [28] Rosenberg, M. J./Hovland, C. I. (1960): Attitude Organization and Change: An Analysis of Consistency Among Attitude Components, New Haven, Connecticut, Yale University Press.Google Scholar
  30. [29] Roux, E./Boush, D. M. (1996): The role of familiarity and expertise in luxury brand extension evaluation, in EMAC Conference Proceedings. Budapest, Hungary.Google Scholar
  31. [30] Stegemann, N./Denize, S./Miller, K. E. (2007): Measuring Consumers Attitudes to Luxury, in: Merunka, D. & Warlop, L. (Eds.), The La Londe Seminar, La Londe les Maures, France.Google Scholar
  32. [31] Stegemann, N./Denize, S./Miller, K. E. (2011): Refinement of the Brand Luxury Index, in the proceedings of the 1st International Conference on Luxury and Counterfeiting, Geneva, Wesford Laboratoire de Recherche, 9–10 June.Google Scholar
  33. [32] Sujan, M. (1985): Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments, in: Journal of Consumer Research, Vol. 12, pp. 31–46.CrossRefGoogle Scholar
  34. [33] Tauber, E. M. (1981): Brand Franchise Extension: New Product Benefits from Existing Brand Names. Business Horizons, Vol. 24, pp. 36–41.CrossRefGoogle Scholar
  35. [34] Tauber, E. M. (1988): Brand Leverage: Strategy for growth in a cost-control world, in: Journal of Advertising Research, Vol. 28, pp. 26–30.Google Scholar
  36. [35] Veblen, T. B. (1899): The Theory of the Leisure Class, Boston, Houghton Mifflin.Google Scholar
  37. [36] Vigneron, F./Johnson, L. W. (1999): A review and a conceptual framework of prestige-seeking consumer behavior, in: Academy of Marketing Science Review, Marketing Science Institute, http://www.amsreview.org/articles/vigneron01–1999.pdf.
  38. [37] Vigneron, F./Johnson, L. W. (2004): Measuring Perceptions of Brand Luxury, in The Journal of Brand Management, Vol. 11, pp. 484–506.CrossRefGoogle Scholar
  39. [38] Westfield (2010): Shopping Directory. Sydney, Westfield, assessed on 17 January 2012, http://www.westfield.com.au/sydney/directory/search/store?category = 2180.
  40. [39] Wiedmann, K.-P./Hennigs, N./Siebels, A. (2007): Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework, in: Academy of Marketing Science Review, http://www.amsreview.org/articles/wiedmann07–2007.pdf.
  41. [40] Wiedmann, K.-P./Hennigs, N./Siebels, A. (2009): Value-Based Segmentation of Luxury Consumption Behavior, in: Psychology and Marketing, Vol. 26, pp. 625–651.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Nicole Stegemann
    • 1
  • Sara Denize
    • 2
  • Kenneth E. Miller
    • 3
  1. 1.Surry HillsAustralien
  2. 2.Beaumont HillsAustralien
  3. 3.HaymarketAustralien

Personalised recommendations