IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00493179.html
   My bibliography  Save this paper

Is CRM for luxury brands?

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Hugues Cailleux
  • Charles Mignot

Abstract

Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefits of the " lifelong customer value" approach, beyond building the social prestige of their names. This paper develops "why" luxury brands need to apply CRM systems and "what" they could achieve by doing so, and addresses "how" this could be applied with the necessary adaptations if these brands wish to keep their luxury status intact.

Suggested Citation

  • Jean-Noël Kapferer & Hugues Cailleux & Charles Mignot, 2009. "Is CRM for luxury brands?," Post-Print hal-00493179, HAL.
    • Handle: RePEc:hal:journl:hal-00493179
    DOI: 10.1057/bm.2008.50
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    2. Mandler, Timo & Johnen, Marius & Gräve, Jan-Frederik, 2020. "Can’t help falling in love? How brand luxury generates positive consumer affect in social media," Journal of Business Research, Elsevier, vol. 120(C), pages 330-342.
    3. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    4. Liu, Xia & Shin, Hyunju & Burns, Alvin C., 2021. "Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing," Journal of Business Research, Elsevier, vol. 125(C), pages 815-826.
    5. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    6. Merk, Michaela & Michel, Géraldine, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Journal of Business Research, Elsevier, vol. 102(C), pages 339-352.
    7. Michaela Merk & Géraldine Michel, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Post-Print hal-02045833, HAL.
    8. Xuemei Bian & Sadia Haque, 2020. "Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 438-451, July.
    9. Klaus-Peter Wiedmann & Franziska Labenz & Janina Haase & Nadine Hennigs, 2018. "The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 101-118, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00493179. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.