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

Ko Eunju; Phau Ian; Aiello Gaetano

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

机译：奢侈品牌战略和客户体验：对理论和实践的贡献

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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. (C) 2016 Elsevier Inc. All rights reserved.

机译：本期有关奢侈品牌战略和客户体验的专刊包括11篇研究论文，对营销人员和研究人员来说非常有价值。文章按主题分类-社交媒体和数字营销，成分品牌和价值创造，奢侈品零售以及奢侈品消费者体验。本期特刊中的介绍性文章将每篇文章归为四个类别之一，即使其中一些文章包含与至少一个其他主题相关的信息，并简要介绍了每篇文章的独特之处和趣味性。由代表十个国家的34位作者撰写的论文选集，根据全球奢侈品行业的趋势，扩展了需要新发展，新理论和新实践的奢侈品品牌研究领域。（C）2016 Elsevier Inc.保留所有权利。

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来源
《Journal of Business Research》 |2016年第12期|5749-5752|共4页
作者
Ko Eunju; Phau Ian; Aiello Gaetano;
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作者单位

Yonsei Univ, Dept Clothing & Text, Coll Human Ecol, 262 Seongsanno,Samsung Hall 318, Seoul 120749, South Korea;

Curtin Univ, Sch Mkt, Kent St, Bentley, WA 6102, Australia;

Univ Florence, Dept Sci Econ & Business, Via Pandects,32, I-50127 Florence, Italy;

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正文语种 eng
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关键词
Luxury brand strategies; Luxury customer experience; Social media and digital marketing; Value co-creation; Ingredient branding; Luxury retailing;

机译：奢侈品牌战略;豪华的客户体验;社交媒体和数字营销;价值共创;品牌塑造;豪华零售;

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专利

1. Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification among Product Categories and Brand Ranks [J] . Kazutoshi Fujiwara, Shinya Nagasawa Science Journal of Business and Management . 2015,第2a1期

机译：奢侈品牌购买意愿与客户体验之间的关系-产品类别和品牌等级之间的比较验证
2. Brand experience manual: bridging the gap between brand strategy and customer experience [J] . Motta-Filho Mauricy A. Review of Managerial Science . 2021,第5期

机译：品牌体验手册：弥合品牌战略与客户体验之间的差距
3. Applying the EEE customer mindset in luxury: reevaluating customer experience research and practice during and after corona [J] . Klaus Philipp Phil, Manthiou Aikaterini International journal of service industry management . 2020,第6期

机译：在奢侈品中将EEE客户心态应用：重新评估客户体验研究和实践Corona之后
4. The Role of Multisensory Marketing and Brand Experience in the Luxury Hotel Industry: Exploring the Effects on Customer Perceived Value and Brand Strength [C] . Klaus-Peter Wiedmann, Franziska Labenz, Janina Haase Summer AMA Conference . 2018

机译：多士道营销和品牌经验在奢侈品酒店业的作用：探索对客户感知价值和品牌实力的影响
5. Strategies Retailers Use to Build Brand Loyalty and Improve Customer Experience [D] . Samuel, Mekus D. 2018

机译：策略零售商用来建立品牌忠诚度，提高客户体验
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。

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

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