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Research Program for Luxury Brands
Type
applied research project
Start Date
January 1, 2010
End Date
December 31, 2013
Status
completed
Keywords
luxury consumption
luxury brand
growth
expansion
strategic brand management
brand value
sustainability of brand value
Description
Luxury has been one of the economic success stories of the past thirty years. Not only that individual brands expanded to tenfold of their original size, but also that the market* itself grew within the past few decades to multiples of its original size is a sign of exceptional consumer reception but also that the luxury market has entered dimensions that, effectively, are uncharted waters to the original brands.
In times of significant economic development (including, of course, several significant setbacks and corrections), this may be brushed of as yet another story conforming to many other industries in a general scheme of progressive economic performance, were there not some significant aspects inherent to luxury consumption that give rise to questions about the inner workings of performance, growth and expansion in its field, e.g. the paradox of retaining exclusiveness during expansion. The specific characteristics of luxury consumption and the brand as the centerpiece in this interaction lead to the following questions:
a) What are the prevailing variables and mechanics in expansion of a luxury brand?
b) How do managers of luxury brands deal with the trade-off between expansion and exclusiveness?
c) What are the success factors for expansion of luxury brands?
d) What is the influence of the growth of the whole luxury market on the individual brand?
In attempting and solving these and related questions, this Ph.D. thesis aims to add to the understanding of sustainable brand value generation in the field of luxury consumption which may be also beneficial to other fields of consumptive patterns with highly symbolic utility.
Status of this description: working projection (subject to change)
* depending on definition, but the direction is established well beyond a trend and with all analysis present above average industry growth
In times of significant economic development (including, of course, several significant setbacks and corrections), this may be brushed of as yet another story conforming to many other industries in a general scheme of progressive economic performance, were there not some significant aspects inherent to luxury consumption that give rise to questions about the inner workings of performance, growth and expansion in its field, e.g. the paradox of retaining exclusiveness during expansion. The specific characteristics of luxury consumption and the brand as the centerpiece in this interaction lead to the following questions:
a) What are the prevailing variables and mechanics in expansion of a luxury brand?
b) How do managers of luxury brands deal with the trade-off between expansion and exclusiveness?
c) What are the success factors for expansion of luxury brands?
d) What is the influence of the growth of the whole luxury market on the individual brand?
In attempting and solving these and related questions, this Ph.D. thesis aims to add to the understanding of sustainable brand value generation in the field of luxury consumption which may be also beneficial to other fields of consumptive patterns with highly symbolic utility.
Status of this description: working projection (subject to change)
* depending on definition, but the direction is established well beyond a trend and with all analysis present above average industry growth
Leader contributor(s)
Funder
Topic(s)
luxury consumption
luxury brand
growth
expansion
strategic brand management
brand value
sustainability of brand value
Method(s)
The pilot study will contain qualitative as well as quantitative parts
subsequent research work will be founded in quantitative methods of consumer and management research.
Notes
Concurrently, the Research Program Luxury Brand Development is being founded to support research and transfer between academia and the industry.
Range
Institute/School
Range (De)
Institut/School
Division(s)
Eprints ID
70556
results