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Managing creatively-inspired brands: a commentary and research direction

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  • Delphine Dion

    (ESSEC Business School)

Abstract

In their conversation, Professor Gregory Carpenter, the Harold T. Martin Professor of Marketing at Northwestern, and Xavier Barlier, head of marketing in the US for Champagne Louis Roederer, discuss challenges managers face in keeping luxury brands relevant. The topics raised throughout the interview give rise to numerous interesting research questions on creatively inspired-brands.

Suggested Citation

  • Delphine Dion, 2021. "Managing creatively-inspired brands: a commentary and research direction," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 471-473, December.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00206-y
    DOI: 10.1007/s13162-021-00206-y
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    References listed on IDEAS

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    1. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.
    2. Dion, Delphine & Arnould, Eric, 2011. "Retail Luxury Strategy: Assembling Charisma through Art and Magic," Journal of Retailing, Elsevier, vol. 87(4), pages 502-520.
    3. Delphine Dion & Eric Arnould, 2016. "Persona-fied brands : managing branded persons through persona," Post-Print hal-02313429, HAL.
    4. Joy, Annamma & Wang, Jeff Jianfeng & Chan, Tsang-Sing & Sherry, John F. & Cui, Geng, 2014. "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, Elsevier, vol. 90(3), pages 347-364.
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