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Luxury brand strategies and customer experiences: Contributions to theory and practice

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  • Ko, Eunju
  • Phau, Ian
  • Aiello, Gaetano

Abstract

This special issue on luxury brand strategies and customer experiences includes eleven research papers which are valuable for marketers and researchers. Articles are grouped by topic- social media and digital marketing, ingredient branding and value creation, luxury retailing, and luxury consumer experience. The introductory article in this special issue places each article in one of four categories even though some of articles include information relevant to at least one other topic and briefly introduces unique and interesting about each article. This selection of papers written by 34 authors representing ten countries serves to extend the luxury brand research area in need of new developments, theories, and practices in light of the trends toward global luxury industries.

Suggested Citation

  • Ko, Eunju & Phau, Ian & Aiello, Gaetano, 2016. "Luxury brand strategies and customer experiences: Contributions to theory and practice," Journal of Business Research, Elsevier, vol. 69(12), pages 5749-5752.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5749-5752
    DOI: 10.1016/j.jbusres.2016.04.170
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    References listed on IDEAS

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    1. Lee, Jung Eun & Watkins, Brandi, 2016. "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5753-5760.
    2. Gentina, Elodie & Shrum, L.J. & Lowrey, Tina M., 2016. "Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers," Journal of Business Research, Elsevier, vol. 69(12), pages 5785-5792.
    3. Choi, Eunha & Ko, Eunju & Kim, Angella J., 2016. "Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters," Journal of Business Research, Elsevier, vol. 69(12), pages 5827-5832.
    4. Klein, Jan F. & Falk, Tomas & Esch, Franz-Rudolf & Gloukhovtsev, Alexei, 2016. "Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail," Journal of Business Research, Elsevier, vol. 69(12), pages 5761-5767.
    5. Lim, Choong Hoon & Kim, Kihan & Cheong, Yunjae, 2016. "Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear," Journal of Business Research, Elsevier, vol. 69(12), pages 5793-5800.
    6. Kim, Sooyun & Park, Geebum & Lee, Yeonjoo & Choi, Sunmee, 2016. "Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop," Journal of Business Research, Elsevier, vol. 69(12), pages 5809-5818.
    7. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    8. Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
    9. Stathopoulou, Anastasia & Balabanis, George, 2016. "The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers," Journal of Business Research, Elsevier, vol. 69(12), pages 5801-5808.
    10. Cheah, Isaac & Zainol, Zahirah & Phau, Ian, 2016. "Conceptualizing country-of-ingredient authenticity of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5819-5826.
    11. Moon, Hakil & Sprott, David E., 2016. "Ingredient branding for a luxury brand: The role of brand and product fit," Journal of Business Research, Elsevier, vol. 69(12), pages 5768-5774.
    12. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    13. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
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    Cited by:

    1. Sinha, Mona & Sheth, Jagdish, 2018. "Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users," Journal of Business Research, Elsevier, vol. 86(C), pages 217-224.
    2. Javier F. de la Ballina & Isabel de la Ballina, 2019. "Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 153-170.
    3. Koronaki, Eirini & Kyrousi, Antigone G. & Panigyrakis, George G., 2018. "The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 406-413.
    4. Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    5. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    6. 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.
    7. Mona Mrad & Maya F. Farah & Stephanie Haddad, 2019. "From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 567-582, September.
    8. Lee, Saerom & Bolton, Lisa E., 2020. "Mixed signals? Decoding luxury consumption in the workplace," Journal of Business Research, Elsevier, vol. 117(C), pages 331-345.
    9. Han, Jinghe & Seo, Yuri & Ko, Eunju, 2017. "Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application," Journal of Business Research, Elsevier, vol. 74(C), pages 162-167.

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