Personality-driven luxury brand management

Klaus Heine (), Glyn Atwal, Sandrine Crener-Ricard and Michel Phan
Additional contact information
Klaus Heine: emlyon business school, Asian Campus, East China Normal University
Glyn Atwal: Burgundy School of Business
Sandrine Crener-Ricard: Harvard Business School
Michel Phan: emlyon business school, Asian Campus, East China Normal University

Journal of Brand Management, 2018, vol. 25, issue 5, No 7, 474-487

Abstract: 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.

Keywords: Luxury branding; Brand identity; Brand personality; Anthropomorphization (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0090-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:25:y:2018:i:5:d:10.1057_s41262-018-0090-8

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-018-0090-8

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().