Zusammenfassung
Das weltweit wachsende Bedürfnis nach Luxusgütern in der Ära der „Demokratisierung des Luxus“ beziehungsweise der „Luxurifizierung der Gesellschaft“ (Tsai 2005; Yeoman/McMahon-Beattie 2005; Atwal/Williams 2009) stellt Luxusanbieter vor die Herausforderung, unter Anwendung von Massenmarketing-Strategien dennoch die Exklusivität ihrer Produkte und Dienstleistungen zu betonen (Okonkwo 2010). In diesem Spannungsfeld wird die Notwendigkeit eines weitreichenden Verständnisses der Regeln und Verhaltensweisen im digitalen Marktumfeld erkennbar.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Literaturverzeichnis
Atwal, G./Williams, A. (2009): Luxury brand marketing – The Experience is everything, in: Journal of Brand Management, Vol. 16, No. 5, S. 338-346.
Fionda, A.M./Moore, C.M. (2009): The anatomy of the luxury fashion brand, in: Journal of Brand Management, Vol. 16, No. 5, S. 347-363.
Four Seasons (2012): Luxury Trend Report. The Luxury Consumer in the New Digital World: Then & Now, January 2012; http://www.fourseasons.com/content/dam/fourseasons/web/pdfs/landing_page_pdfs/2012_TRD_Report_FINAL.pdf (Zugriff am 20.08.2012).
Fritz, W./Kempe, M. (2012): Internet-Marketing und Electronic Commerce – Grundlagen – Rahmenbedingungen – Instrumente, 4. Aufl., Wiesbaden.
Hennigs, N./Wiedmann, K.-P./Klarmann, C. (2012a): Consumer Value Perception of Luxury Goods: A Cross-Cultural and Cross Industrie Comparison, in: Wiedmann, K.-P./Hennigs, N. (Hrsg.): Luxury Marketing: A Challenge for Theory and Practice, Wiesbaden, S. 113-145.
Hennigs, N./Wiedmann, K.-P./Klarmann, C. (2012b): Luxury Brands in the Digital Age – Exclusivity versus Ubiquity, in: Marketing Review St. Gallen, Vol. 29, No. 1, S. 30-35.
Kapferer, J.-N./Bastien, V. (2009a): The specificity of luxury management: Turning marketing upside down; in: Journal of Brand Management, Vol. 16, No. 5, S. 311-322.
Kapferer, J.-N./Bastien, V. (2009b): The luxury strategy: break the rules of marketing to build luxury brands, London.
Klarmann, C./Wiedmann. K.-P./Hennigs, N. (2012): Luxury Longing and Counterfeit Complicity: A Consumer Typology Based on the Perception of Luxury Value and Counterfeit Risk, in: Wiedmann, K.-P./Hennigs, N. (Hrsg.): Luxury Marketing: A Challenge for Theory and Practice, Wiesbaden, S. 54-72.
Okonkwo, U. (2005): Can the Luxury fashion brand store atmosphere be transferred to the Internet? http://www.brandchannel.com/images/papers/269_Lux_Goods_Online.pdf (Zugriff am 20.08.2012).
Okonkwo, U. (2009): Sustaining the luxury brand on the Internet, in: Journal of Brand Management, Vol. 16, No. 1, S. 302-310.
Okonkwo, U. (2010): Luxury Online: Styles, Systems, Strategies, Basingstoke.
Tsai, S.-P. (2005): Impact of Personal Orientation on Luxury-brand Purchase Value an International Investigation, in: International Journal of Market Research, Vol. 47, No. 4, S. 429-455.
Unity Marketing (2011): Luxury Trend Report: Affluent Consumers and How They Use the Internet, Social Media and Mobile Devices: An In-Depth Profile of the Online Luxury Customer, Stevens, PA.
Wiedmann, K.-P./Hennigs, N./Klarmann, C. (2012): Luxury consumption in the tradeoff between genuine and counterfeit goods: What are the consumers’ underlying motives and value-based drivers?, in: Journal of Brand Management, Vol. 19, No. 7, S. 544-566.
Wiedmann, K.-P./Hennigs, N./Klarmann, C. (2011): Positionierung von Luxusmarken im digitalen Umfeld: Marketingchance oder Erosion der Exklusivität?, Saarbrücken.
Wiedmann, K.-P./Hennigs, N./Siebels, A. (2009): Value-based segmentation of luxury consumption behavior, in: Psychology & Marketing, Vol. 26, No. 7, S. 625-651.
Wiedmann, K.-P./Hennigs, N./Siebels, A. (2007): Measuring consumers’ luxury value perception: A cross-cultural framework, in: Academy of Marketing Science Review, Vol. 7, No. 1, S. 1-21.
Yeoman, I./McMahon-Beattie, U. (2005): Luxury markets and premium pricing, in: Journal of Revenue and Pricing Management, Vol. 4, No. 4, S. 319-328.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Wiedmann, KP., Hennigs, N., Klarmann, C. (2013). Social Media im Feld von Luxusmarken und -Services – Skizzen zu Gestaltungsansätzen und Best Practice-Beispiele. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_7
Download citation
DOI: https://doi.org/10.1007/978-3-658-01248-9_7
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-01247-2
Online ISBN: 978-3-658-01248-9
eBook Packages: Business and Economics (German Language)