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

Eunju Ko, Ian Phau, Gaetano Aiello

Research output: Contribution to journalSpecial issue

21 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)5749-5752
Number of pages4
JournalJournal of Business Research
Volume69
Issue number12
DOIs
Publication statusPublished - 2016 Dec 1

Fingerprint

Brand strategy
Luxury brands
Customer experience
Luxury
Value creation
Retailing
Social media marketing
Consumer experience
Development theory
Marketers
Digital marketing
Industry
Branding

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

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Luxury brand strategies and customer experiences : Contributions to theory and practice. / Ko, Eunju; Phau, Ian; Aiello, Gaetano.

In: Journal of Business Research, Vol. 69, No. 12, 01.12.2016, p. 5749-5752.

Research output: Contribution to journalSpecial issue

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