Luxury brand strategies and customer experiences: Contributions to theory and practice

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• 作者：Eunju Ko^a ; ^{ejko@yonsei.ac.kr" class="auth_mail" title="E-mail the corresponding author} ; Ian Phau^b ; ^{Ian.Phau@cbs.curtin.edu.au" class="auth_mail" title="E-mail the corresponding author} ; Gaetano Aiello^c ; ^{Gaetano.aiello@unifi.it" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Luxury brand strategies ; Luxury customer experience ; Social media and digital marketing ; Value co-creation ; Ingredient branding ; Luxury retailing
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：December 2016
• 年：2016
• 卷：69
• 期：12
• 页码：5749-5752
• 全文大小：182 K

文摘

This special issue on luxury brand strategies and customer experiences includes eleven research papers which are valuable for marketers and researchers. Articles are grouped by topic- social media and digital marketing, ingredient branding and value creation, luxury retailing, and luxury consumer experience. The introductory article in this special issue places each article in one of four categories even though some of articles include information relevant to at least one other topic and briefly introduces unique and interesting about each article. This selection of papers written by 34 authors representing ten countries serves to extend the luxury brand research area in need of new developments, theories, and practices in light of the trends toward global luxury industries.