Growing luxury brands through culture-driven innovation

Klaus Heine () and Glyn Atwal
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Klaus Heine: EM - EMLyon Business School
Glyn Atwal: UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The overall objective of the paper is to explore the avenues and success factors to create cultural innovation within the luxury sector. A Brand Culture Canvas was developed that provides a framework to identify the main components of Brand Culture. This framework can be applied for luxury brands to create cultural meaning and innovation.

Keywords: entrepreneurship; luxury; Luxury branding; Brand culture; Innovation (search for similar items in EconPapers)
Date: 2022-09-01
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Published in Strategic Change, 2022, 31 (5), pp.533 - 543. ⟨10.1002/jsc.2524⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05644504

DOI: 10.1002/jsc.2524

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