1. ZHAW digitalcollection
  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorDuma, Fabio-
dc.contributor.authorHallier Willi, Christine-
dc.contributor.authorNguyen, Bang-
dc.contributor.authorMelewar, T.C.-
dc.date.accessioned2018-11-09T10:03:01Z-
dc.date.available2018-11-09T10:03:01Z-
dc.date.issued2016-
dc.identifier.issn1469-347Xde_CH
dc.identifier.issn1472-1384de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/12698-
dc.description.abstractLuxury has fascinated humanity for millennia and it seems that it will continue to do so in the future. As seen in developed countries and emerging markets alike, the definitions of luxury are diverse and changing with the maturing of lifestyles. The same is true for the consumer base that used to be historically homogenous and is now turning highly heterogeneous, spanning from the traditional, loyal, elderly and affluent Western consumer to the up-and-coming wannabe consumer who is not so much interested in possession, but merely in the occasional usage of luxury items for certain events. However, marketing concepts, strategies and measures have yet to be adapted to the changing circumstances and the specifics of luxury brands. As respective theory is far from abundant, in this paper, based on existing theory, research of global market trends and industry representatives, the authors present a critical examination of behavioral branding constructs in the context of luxury brands and an agenda for future research. The authors introduce the 'brand behaviour funnel' into luxury branding, which is a concept for the analysis and management of brand-consistent employee behaviour with a strong foundation in social psychology. The model postulates that three tightly and logically connected components need to be fulfilled in order to get brandconsistent behaviour.de_CH
dc.language.isoende_CH
dc.publisherWestburn Publishersde_CH
dc.relation.ispartofThe Marketing Reviewde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectCustomer contact employeesde_CH
dc.subjectLuxuryde_CH
dc.subjectBrand strategyde_CH
dc.subjectBrand managmentde_CH
dc.subjectService Marketingde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleThe management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st centuryde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInternational Management Institute (IMI)de_CH
dc.identifier.doi10.1362/146934716X14636478977197de_CH
zhaw.funding.euNode_CH
zhaw.issue1de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end25de_CH
zhaw.pages.start3de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume16de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
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Duma, F., Hallier Willi, C., Nguyen, B., & Melewar, T. C. (2016). The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century. The Marketing Review, 16(1), 3–25. https://doi.org/10.1362/146934716X14636478977197
Duma, F. et al. (2016) ‘The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century’, The Marketing Review, 16(1), pp. 3–25. Available at: https://doi.org/10.1362/146934716X14636478977197.
F. Duma, C. Hallier Willi, B. Nguyen, and T. C. Melewar, “The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century,” The Marketing Review, vol. 16, no. 1, pp. 3–25, 2016, doi: 10.1362/146934716X14636478977197.
DUMA, Fabio, Christine HALLIER WILLI, Bang NGUYEN und T.C. MELEWAR, 2016. The management of luxury brand behavior : adapting luxury brand management to the changing market forces of the 21st century. The Marketing Review. 2016. Bd. 16, Nr. 1, S. 3–25. DOI 10.1362/146934716X14636478977197
Duma, Fabio, Christine Hallier Willi, Bang Nguyen, and T.C. Melewar. 2016. “The Management of Luxury Brand Behavior : Adapting Luxury Brand Management to the Changing Market Forces of the 21st Century.” The Marketing Review 16 (1): 3–25. https://doi.org/10.1362/146934716X14636478977197.
Duma, Fabio, et al. “The Management of Luxury Brand Behavior : Adapting Luxury Brand Management to the Changing Market Forces of the 21st Century.” The Marketing Review, vol. 16, no. 1, 2016, pp. 3–25, https://doi.org/10.1362/146934716X14636478977197.


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