Details
| Original language | English |
|---|---|
| Pages (from-to) | 705-715 |
| Number of pages | 11 |
| Journal | Journal of Brand Management |
| Volume | 20 |
| Issue number | 8 |
| Publication status | Published - 16 Aug 2013 |
Abstract
Caught between the conflicting priorities of satisfying the rising demand for luxury brands in the global marketplace and the effort to protect the uniqueness and exclusivity of their products, brand managers face serious challenges in the luxury market. What is the optimal balance between brand growth and brand over-exposure? And what are the basic drivers of customer brand perception that influence luxury brand strength? In an attempt to answer these questions, this study focuses on the conceptualization and empirical investigation of antecedents of luxury brand perception and hypothesized effects on luxury brand strength. The results support the assumption that consumers' individual luxury brand perception is based on financial, functional and social considerations. Besides, consumers' brand perception is significantly related to the cognitive, affective and conative components of luxury brand strength.
Keywords
- Brand strength, Luxury brand management, Luxury consumption
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Strategy and Management
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Brand Management, Vol. 20, No. 8, 16.08.2013, p. 705-715.
Research output: Contribution to journal › Article › Research › peer review
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TY - JOUR
T1 - Unleashing the power of luxury
T2 - Antecedents of luxury brand perception and effects on luxury brand strength
AU - Hennigs, Nadine
AU - Wiedmann, Klaus Peter
AU - Behrens, Stefan
AU - Klarmann, Christiane
PY - 2013/8/16
Y1 - 2013/8/16
N2 - Caught between the conflicting priorities of satisfying the rising demand for luxury brands in the global marketplace and the effort to protect the uniqueness and exclusivity of their products, brand managers face serious challenges in the luxury market. What is the optimal balance between brand growth and brand over-exposure? And what are the basic drivers of customer brand perception that influence luxury brand strength? In an attempt to answer these questions, this study focuses on the conceptualization and empirical investigation of antecedents of luxury brand perception and hypothesized effects on luxury brand strength. The results support the assumption that consumers' individual luxury brand perception is based on financial, functional and social considerations. Besides, consumers' brand perception is significantly related to the cognitive, affective and conative components of luxury brand strength.
AB - Caught between the conflicting priorities of satisfying the rising demand for luxury brands in the global marketplace and the effort to protect the uniqueness and exclusivity of their products, brand managers face serious challenges in the luxury market. What is the optimal balance between brand growth and brand over-exposure? And what are the basic drivers of customer brand perception that influence luxury brand strength? In an attempt to answer these questions, this study focuses on the conceptualization and empirical investigation of antecedents of luxury brand perception and hypothesized effects on luxury brand strength. The results support the assumption that consumers' individual luxury brand perception is based on financial, functional and social considerations. Besides, consumers' brand perception is significantly related to the cognitive, affective and conative components of luxury brand strength.
KW - Brand strength
KW - Luxury brand management
KW - Luxury consumption
UR - http://www.scopus.com/inward/record.url?scp=84883717227&partnerID=8YFLogxK
U2 - 10.1057/bm.2013.11
DO - 10.1057/bm.2013.11
M3 - Article
AN - SCOPUS:84883717227
VL - 20
SP - 705
EP - 715
JO - Journal of Brand Management
JF - Journal of Brand Management
SN - 1350-231X
IS - 8
ER -