Luxury Marketing

A Challenge for Theory and Practice

Editors: Wiedmann, Klaus-Peter, Hennigs, Nadine (Eds.)

  • Why consumers buy luxury, what they believe luxury is and how their perception of luxury value impacts their buying behavior

Buy this book

eBook $89.00
price for USA (gross)
  • ISBN 978-3-8349-4399-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.00
price for USA
  • ISBN 978-3-8349-4398-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior.
This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

About the authors

Klaus-Peter Wiedmann is the Chair of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.
Nadine Hennigs is an Assistant Professor at the Institute of Marketing and Management at the Leibniz University of Hannover, Germany.

Table of contents (22 chapters)

  • Placing Luxury Marketing on the Research Agenda Not Only for the Sake of Luxury – An Introduction

    Wiedmann, Klaus-Peter (et al.)

    Pages 3-17

  • More on Luxury Anti-Laws of Marketing

    Bastien, Vincent (et al.)

    Pages 19-34

  • Culture and Luxury: An Analysis of Luxury Perceptions across Frontiers

    Barnier, Virginie (et al.)

    Pages 37-56

  • An Intercultural Comparison of the Perception of Luxury by Young Consumers

    Godey, Bruno (et al.)

    Pages 57-76

  • Consumer Value Perception of Luxury Goods: A Cross-Cultural and Cross-Industry Comparison

    Hennigs, Nadine (et al.)

    Pages 77-99

Buy this book

eBook $89.00
price for USA (gross)
  • ISBN 978-3-8349-4399-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.00
price for USA
  • ISBN 978-3-8349-4398-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Luxury Marketing
Book Subtitle
A Challenge for Theory and Practice
Editors
  • Klaus-Peter Wiedmann
  • Nadine Hennigs
Copyright
2013
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-8349-4399-6
DOI
10.1007/978-3-8349-4399-6
Hardcover ISBN
978-3-8349-4398-9
Edition Number
1
Number of Pages
XIV, 416
Topics