What is a luxury brand? A new definition and review of the literature

Ko Eunju; Costello John P.; Taylor Charles R.

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What is a luxury brand? A new definition and review of the literature

机译：什么是奢侈品牌？文献的新定义和审查

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摘要

In spite of considerable prior research on luxury branding, no widely accepted definition of "luxury brand" exists. The purpose of this paper is to review the literature in order to: a) summarize the state of knowledge on luxury brand marketing; and b) provide a new and usable definition of a luxury brand. A literature review was conducted with a focus on developing a more useful definition of "luxury brand," outlining key theoretical perspectives that have been used in this area, and summarizing key research findings. Ko and Megehee's (2012) framework for understanding consumption of luxury brands is used as the guiding conceptual framework for the review. Directions for future research are provided.

机译：尽管对奢侈品牌进行了相当大的研究，但没有广泛接受的“奢侈品牌”的定义。本文的目的是审查文献，以便：a）总结了奢侈品牌营销的知识状态; b）为奢侈品牌提供新的和可用定义。进行了一个文献综述，重点是开发更有用的“奢侈品牌”的定义，概述了这一领域所用的关键理论观点，并总结关键研究结果。 KO和Megehee的（2012）了解奢侈品牌消费的框架被用作审查的指导概念框架。提供了未来研究的方向。

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来源
《Journal of Business Research》 |2019年第6期|405-413|共9页
作者
Ko Eunju; Costello John P.; Taylor Charles R.;
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作者单位

Yonsei Univ Seoul South Korea;

Ohio State Univ Columbus OH 43210 USA;

Villanova Univ Villanova PA 19085 USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Luxury; Branding; Luxury marketing; Consumer behavior; Retailing; Conspicuous consumption;

机译：奢侈品;品牌;奢侈品营销;消费者行为;零售;显着的消费;

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专利

1. What is a luxury brand? A new definition and review of the literature [J] . Ko Eunju, Costello John P., Taylor Charles R. Journal of Business Research . 2019,第JUNa期

机译：什么是奢侈品牌？文献的新定义和回顾
2. Social media marketing in luxury brands A systematic literature review and implications for management research [J] . Elisa Arrigo Management research review . 2018,第6期

机译：奢侈品牌中的社交媒体营销系统的文献综述及其对管理研究的启示
3. Definitions of Breastfeeding: Call for the Development and Use of Consistent Definitions in Research and Peer-Reviewed Literature [J] . Labbok Miriam H., Starling Ali Breastfeeding medicine: the official journal of the Academy of Breastfeeding Medicine . 2012,第6期

机译：母乳喂养的定义：呼吁在研究和经同行评审的文献中开发和使用一致的定义
4. Brand Authenticity: Literature Review,Definition,and Antecedents [C] . Christopher L.Campagna, Naveen Donthu AMA Winter Academic Conference . 2020

机译：品牌真实性：文献综述，定义和前一种
5. Luxury Fashion Brands: How Brand Personality, Mediated by Perceived Brand Luxury, and Moderated by Brand Experience, Contributes to Brand Equity [D] . Jia, Han. 2017

机译：奢侈时尚品牌：如何繁体人格，被感知品牌奢侈品的人格，并受品牌体验的主持，有助于品牌股权
6. Psychological switching mechanism of consumers luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity [O] . Ken Kumagai, Shinya Nagasawa 2019

机译：消费者奢侈品和非奢侈品品牌态度形成的心理转换机制：商店位置信誉和自我一致性的影响
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

What is a luxury brand? A new definition and review of the literature

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