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Journal of Brand Management

, Volume 20, Issue 8, pp 705–715 | Cite as

Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength

  • Nadine Hennigs
  • Klaus-Peter Wiedmann
  • Stefan Behrens
  • Christiane Klarmann
Original Article

Abstract

Caught between the conflicting priorities of satisfying the rising demand for luxury brands in the global marketplace and the effort to protect the uniqueness and exclusivity of their products, brand managers face serious challenges in the luxury market. What is the optimal balance between brand growth and brand over-exposure? And what are the basic drivers of customer brand perception that influence luxury brand strength? In an attempt to answer these questions, this study focuses on the conceptualization and empirical investigation of antecedents of luxury brand perception and hypothesized effects on luxury brand strength. The results support the assumption that consumers’ individual luxury brand perception is based on financial, functional and social considerations. Besides, consumers’ brand perception is significantly related to the cognitive, affective and conative components of luxury brand strength.

Keywords

luxury brand management luxury consumption brand strength 

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  • Nadine Hennigs
    • 1
  • Klaus-Peter Wiedmann
  • Stefan Behrens
  • Christiane Klarmann
  1. 1.Nadine Hennigs, Leibniz University of Hannover, Institute of Marketing and ManagementHannoverGermany

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