Details
| Original language | English |
|---|---|
| Pages (from-to) | 198-215 |
| Number of pages | 18 |
| Journal | Journal of Global Scholars of Marketing Science: Bridging Asia and the World |
| Volume | 26 |
| Issue number | 2 |
| Early online date | 16 Mar 2016 |
| Publication status | Published - 2016 |
Abstract
The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the complexity of signs within shop designs is a semiotic phenomenon that is still rather focused on by the humanities, while its effective adaption for luxury fashion brands regarding heritage and value communication is still poorly understood and has not been explored so far. The most important value of our study is to present and analyse luxury sign chains in a traditional London gentleman’s bespoke shop with a semiotic approach. The analysis, based on Roland Barthes’ philosophy, leads to results which indicate remarkable implications for luxury brand management as well as to the suggestion to apply linguistic approaches more often for future research in luxury fashion, brand management, and marketing semiotics.
Keywords
- brand identity, Brand semiotics, framing, luxury brand management, luxury consumption, myth
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Arts and Humanities(all)
- Arts and Humanities (miscellaneous)
- Social Sciences(all)
- Social Sciences (miscellaneous)
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In: Journal of Global Scholars of Marketing Science: Bridging Asia and the World, Vol. 26, No. 2, 2016, p. 198-215.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The legends of tomorrow
T2 - A semiotic approach towards a brand myth of luxury heritage
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Haase, Janina
AU - König, Jan Christoph
PY - 2016
Y1 - 2016
N2 - The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the complexity of signs within shop designs is a semiotic phenomenon that is still rather focused on by the humanities, while its effective adaption for luxury fashion brands regarding heritage and value communication is still poorly understood and has not been explored so far. The most important value of our study is to present and analyse luxury sign chains in a traditional London gentleman’s bespoke shop with a semiotic approach. The analysis, based on Roland Barthes’ philosophy, leads to results which indicate remarkable implications for luxury brand management as well as to the suggestion to apply linguistic approaches more often for future research in luxury fashion, brand management, and marketing semiotics.
AB - The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the complexity of signs within shop designs is a semiotic phenomenon that is still rather focused on by the humanities, while its effective adaption for luxury fashion brands regarding heritage and value communication is still poorly understood and has not been explored so far. The most important value of our study is to present and analyse luxury sign chains in a traditional London gentleman’s bespoke shop with a semiotic approach. The analysis, based on Roland Barthes’ philosophy, leads to results which indicate remarkable implications for luxury brand management as well as to the suggestion to apply linguistic approaches more often for future research in luxury fashion, brand management, and marketing semiotics.
KW - brand identity
KW - Brand semiotics
KW - framing
KW - luxury brand management
KW - luxury consumption
KW - myth
UR - http://www.scopus.com/inward/record.url?scp=85019811557&partnerID=8YFLogxK
U2 - 10.1080/21639159.2016.1143155
DO - 10.1080/21639159.2016.1143155
M3 - Article
AN - SCOPUS:85019811557
VL - 26
SP - 198
EP - 215
JO - Journal of Global Scholars of Marketing Science: Bridging Asia and the World
JF - Journal of Global Scholars of Marketing Science: Bridging Asia and the World
SN - 2163-9159
IS - 2
ER -