Probing brand luxury: a multiple lens approach

Miller, Karen W. and Mills, Michael K. (2012) Probing brand luxury: a multiple lens approach. Journal of Brand Management, 20 (1). pp. 41-51. ISSN 1350-23IX

Abstract

Research relevant to the creation and development of luxury brands is a growing area of interest and importance to branding practitioners and scholars. The issue here is that it is difficult to move forward when current brand luxury theory resembles a patchwork of definitions, methods and metrics. To add clarity, delineate brand luxury from other similar terms and concepts, and improve brand luxury knowledge, this article probes brand luxury through seven lenses. The findings enable brand luxury practice and theory to move forward on the basis of scientific merit. The results delineate brand luxury from competing terms such as brand status and prestigious brands – enabling practitioners and academics to precisely determine the extent to which luxury contributes to a brand, resolve whether or not a brand is a luxury brand, and establish with some accuracy the net worth of the brand luxury market.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © 2012 Macmillan Publishers Ltd. Permanent restricted access to published version due to publisher copyright policy.
Depositing User: Dr Michael Mills
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 09 Dec 2012 07:20
Last Modified: 09 Mar 2015 01:14
Uncontrolled Keywords: brand management; brand luxury; status; prestige; multiple lens approach
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150507 Pricing (incl. Consumer Value Estimation)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1057/bm.2011.64
URI: http://eprints.usq.edu.au/id/eprint/22399

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