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Probing Brand Luxury: A Multiple Lens Approach

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Advances in Luxury Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

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 chapter 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.

This chapter was Reprinted from Miller, K. and Mills, M. (2012) ‘Probing Brand Luxury: A Multiple Lens Approach’, Journal of Brand Management, 20, pp. 41-51. With kind permission from the Journal of Brand Management. All rights reserved.

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Author information

Authors and Affiliations

  1. School of Management and Marketing, Faculty of Business, University of Southern Queensland, Toowoomba, Queensland 4350, Australia

    Karen W. Miller

  2. University of Southern California, Los Angeles, USA

    Michael K. Mills

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  1. Karen W. Miller
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  2. Michael K. Mills
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Correspondence to Karen W. Miller .

Editor information

Editors and Affiliations

  1. Inseec Business School, Paris, France

    Jean-Noël Kapferer

  2. Centre of Competence for Brand Management, University of St. Gallen, St. Gallen, Switzerland

    Joachim Kernstock

  3. Henkel Center for Consumer Goods, WHU-Otto Beisheim School of Management, Düsseldorf, Germany

    Tim Oliver Brexendorf

  4. School of Management and Marketing, University of Wollongong, Wollongong, New South Wales, Australia

    Shaun M. Powell

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Miller, K.W., Mills, M.K. (2017). Probing Brand Luxury: A Multiple Lens Approach. In: Kapferer, JN., Kernstock, J., Brexendorf, T., Powell, S. (eds) Advances in Luxury Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_8

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