Personality-driven luxury brand management

Abstract

This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

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Correspondence to Klaus Heine.

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Heine, K., Atwal, G., Crener-Ricard, S. et al. Personality-driven luxury brand management. J Brand Manag 25, 474–487 (2018). https://doi.org/10.1057/s41262-018-0090-8

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Keywords

  • Luxury branding
  • Brand identity
  • Brand personality
  • Anthropomorphization