Luxury marketing

Part 1. Luxury Marketing as a Challenge for Marketing Theory and Practice Placing Luxury Marketing on the Research Agenda Not Only for the Sake of Luxury - An Introduction / Klaus-Peter Wiedmann and Nadine Hennigs-- More on Luxury Anti-Laws of Marketing / Vincent Bastien and Jean-Noël Kapferer-- Part 2. Luxury and Luxury Consumption: A Global Phenomenon or Dependent on Cultural Differences? -- Culture and Luxury: An Analysis of Luxury Perceptions across Frontiers / Virginie De Barnier and Pierre Valette-Florence -- An Intercultural Comparison of the Perception of Luxury by Young Consumers / Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito and Klaus-Peter Wiedmann, et al. -- Consumer Value Perception of Luxury Goods: A Cross-Cultural and Cross-Industry Comparison / Nadine Hennigs, Klaus-Peter Wiedmann and Christiane Klarmann-- Part 3. Luxury and Luxury Consumption from a Theoretical Perspective -- Luxury Brands from a Psychoanalytic Perspective / Taro Koyama -- Indulging the Self Positive Consequences of Luxury Consumption / Liselot Hudders and Mario Pandelaere -- How Do Exclusivity Perceptions of Independent and Interdependent Consumers Influence Their Desires for Luxury Products / Hyunjoo Oh-- Part 4. Different Approaches to Understanding Luxury and Luxury Brands from the Customer's Perspective within Specific Cultural Contexts -- Luxury Buying Behaviour and the Role of Culture: An Indian Context / Kartik Dave and Garima Dhamija -- Perceptions, Attitudes and Luxury Brands / Nicole Stegemann, Sara Denize and Kenneth E. Miller-- Part 5. Luxury and Luxury Consumption in the Context of Societal Change -- Luxury Marketing in the Age of Cheap An Exploratory Survey on Consumer Behavior in Online Shopping Clubs / Wolfgang Fritz and Wencke Gülow -- Luxury Brands in the Digital Age - the Trust Factor / Meng-Shan Wu, Cheng-Hao Chen and Isabella Chaney-- Part 6. Counterfeits Challenging the Luxury Industry, Consumers and Society -- Luxury Goods vs. Counterfeits: An Intercultural Study / Udo Wagner, Seung-Hee Lee, Sabine Kleinsasser and Jutatip Jamsawang -- Brazil: Luxury and Counterfeits / Suzane Strehlau -- Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk / Christiane Klarmann, Klaus-Peter Wiedmann and Nadine Hennigs -- What is the Harm in Fake Luxury Brands? Moving Beyond the Conventional Wisdom / Aaron Ahuvia, Giacomo Gistri, Simona Romani and Stefano Pace -- Counterfeiting of Luxury Brands: Opportunity beyond the Threat / Silvia Grappi, Ilaria Baghi, Bernardo Balboni and Veronica Gabrielli-- Part 7. The Management of Luxury and Luxury Brands -- Luxury SMEs Networks / Gaetano Aiello, Raffaele Donvito, Silvia Ranfagni and Laura Grazzini -- Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength / Nadine Hennigs, Klaus-Peter Wiedmann, Steffen Schmidt, Sascha Langner and Thomas Wüstefeld -- Personal Selling for Luxury Brands / The Effect of Cognitive and Affective Influence Strategies on Customer Value Perceptions / Jan Wieseke, Michael Mauer and Sascha Alavi-- Part 8. Luxury and Luxury Marketing in the Wine Industry -- The Hedonistic Consumption of Luxury and Iconic Wines / Alistair Williams and Glyn Atwal -- Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling / Stefan Behrens, Klaus-Peter Wiedmann and Nadine Hennigs--

'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.'--Publisher's website