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

Eunju Ko, Ian Phau and Gaetano Aiello

Journal of Business Research, 2016, vol. 69, issue 12, 5749-5752

Abstract: 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.

Keywords: Luxury brand strategies; Luxury customer experience; Social media and digital marketing; Value co-creation; Ingredient branding; Luxury retailing (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:12:p:5749-5752

DOI: 10.1016/j.jbusres.2016.04.170

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