Doing more with less: toward a parsimonious approach to examining brand luxury

Miller, Karen W. and Mills, Michael K. (2010) Doing more with less: toward a parsimonious approach to examining brand luxury. In: ANZMAC 2010: Doing More With Less, 29 Nov-1 Dec 2010, Christchurch, New Zealand.

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Abstract

Research relevant to the creation and development of luxury brands is a growing area in the literature. Previous studies have, however, used many different dimensions of luxury, as well as different approaches to luxury, resulting in a lack of clarity with respect to what defines a luxury brand. This paper focuses specifically on this key issue. A meta-analytical approach is utilized to carefully examine the dimensions and relationships underlying the luxury brand. The findings make important contributions to both clarifying the confusion shown in previous luxury brand research and to potentially reducing the vast number of luxury dimensions and approaches previously used, thus providing a useful framework for further research in this area.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: '..authors have assigned to ANZMAC and the University of Canterbury, a non-exclusive, royalty free copyright licence to use their work and publish it in full or in part in the proceedings and on the World Wide Web with the ANZMAC Conference papers or for any other purpose in connection with the ANZMAC Conference. ' Since licence is non-exclusive, this paper has been deposited and made accessible in USQ ePrints with the permission of the authors.
Depositing User: Dr Michael Mills
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 07 Jan 2011 07:16
Last Modified: 21 Jan 2014 04:49
Uncontrolled Keywords: brands; brand definition; marketing
Fields of Research (FOR2008): 17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
14 Economics > 1403 Econometrics > 140302 Econometric and Statistical Methods
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/9215

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