2013

Luxury Marketing

A Challenge for Theory and Practice

Editors:

ISBN: 978-3-8349-4398-9 (Print) 978-3-8349-4399-6 (Online)

Table of contents (22 chapters)

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  1. Front Matter

    Pages 1-1

  2. Luxury Marketing as a Challenge for Marketing Theory and Practice

    1. Front Matter

      Pages 1-1

    2. No Access

      Book Chapter

      Pages 3-17

      Placing Luxury Marketing on the Research Agenda Not Only for the Sake of Luxury – An Introduction

    3. No Access

      Book Chapter

      Pages 19-34

      More on Luxury Anti-Laws of Marketing

  3. Luxury and Luxury Consumption: A Global Phenomenon or Dependent on Cultural Differences?

    1. Front Matter

      Pages 35-35

    2. No Access

      Book Chapter

      Pages 37-56

      Culture and Luxury: An Analysis of Luxury Perceptions across Frontiers

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      Book Chapter

      Pages 57-76

      An Intercultural Comparison of the Perception of Luxury by Young Consumers

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      Book Chapter

      Pages 77-99

      Consumer Value Perception of Luxury Goods: A Cross-Cultural and Cross-Industry Comparison

  4. Luxury and Luxury Consumption from a Theoretical Perspective

    1. Front Matter

      Pages 101-101

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      Book Chapter

      Pages 103-118

      Luxury Brands from a Psychoanalytic Perspective

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      Book Chapter

      Pages 119-137

      Indulging the Self Positive Consequences of Luxury Consumption

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      Book Chapter

      Pages 139-153

      How Do Exclusivity Perceptions of Independent and Interdependent Consumers Influence Their Desires for Luxury Products

  5. Different Approaches to Understanding Luxury and Luxury Brands from the Customer’s Perspective within Specific Cultural Contexts

    1. Front Matter

      Pages 155-155

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      Book Chapter

      Pages 157-168

      Luxury Buying Behaviour and the Role of Culture: An Indian Context

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      Book Chapter

      Pages 169-184

      Perceptions, Attitudes and Luxury Brands

  6. Luxury and Luxury Consumption in the Context of Societal Change

    1. Front Matter

      Pages 185-185

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      Book Chapter

      Pages 187-205

      Luxury Marketing in the Age of Cheap An Exploratory Survey on Consumer Behavior in Online Shopping Clubs

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      Book Chapter

      Pages 207-219

      Luxury Brands in the Digital Age – the Trust Factor

  7. Counterfeits Challenging the Luxury Industry, Consumers and Society

    1. Front Matter

      Pages 221-221

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      Book Chapter

      Pages 223-244

      Luxury Goods vs. Counterfeits: An Intercultural Study

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      Book Chapter

      Pages 245-260

      Brazil: Luxury and Counterfeits

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      Book Chapter

      Pages 261-277

      Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk

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      Book Chapter

      Pages 279-293

      What is the Harm in Fake Luxury Brands? Moving Beyond the Conventional Wisdom

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      Book Chapter

      Pages 295-315

      Counterfeiting of Luxury Brands: Opportunity beyond the Threat

  8. The Management of Luxury and Luxury Brands

    1. Front Matter

      Pages 317-317

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      Book Chapter

      Pages 319-339

      Luxury SMEs Networks

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      Book Chapter

      Pages 341-357

      Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength

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      Book Chapter

      Pages 359-376

      Personal Selling for Luxury Brands

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