Contributing clarity by examining brand luxury in the fashion market

Abstract

Research relevant to the creation and development of luxury brands is a growing area in the literature. Offering insight, previous research also contributes evidence of a lack of clarity regarding a definition, operationalization, and measurement of brand luxury. This study focuses specifically on this issue within the pre-eminent luxury fashion brands category. Carefully examining brand luxury and the dimensions and relationships underlying the luxury fashion brand, this study develops a conceptual model. Testing across three specific fashion categories the Brand Luxury Modelmakes important contributions, by clarifying the confusion evident in earlier brand luxury research, supplying evidence about the importance of brand leadership, and helping brand managers and academics by creating a useful framework to depict the luxury fashion brand.