Doing more with less: toward a parsimonious approach to examining brand luxury
Paper
Paper/Presentation Title | Doing more with less: toward a parsimonious approach to examining brand luxury |
---|---|
Presentation Type | Paper |
Authors | Miller, Karen W. (Author) and Mills, Michael K. (Author) |
Editors | Ballantine, Paul and Finsterwalder, Jörg |
Journal or Proceedings Title | Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference (ANZMAC 2010) |
ERA Conference ID | 76596 |
Number of Pages | 9 |
Year | 2010 |
Place of Publication | Christchurch, New Zealand |
ISBN | 9780473178208 |
Web Address (URL) of Paper | http://anzmac2010.org/proceedings/pdf/anzmac10Final00152.pdf |
Conference/Event | ANZMAC 2010: Doing More With Less |
ANZMAC Conference | |
Event Details | ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C |
Event Details | ANZMAC 2010: Doing More With Less Parent ANZMAC Conference Event Date 29 Nov 2010 to end of 01 Dec 2010 Event Location Christchurch, New Zealand |
Abstract | Research relevant to the creation and development of luxury brands is a growing area in the literature. Previous studies have, however, used many different dimensions of luxury, as well as different approaches to luxury, resulting in a lack of clarity with respect to what defines a luxury brand. This paper focuses specifically on this key issue. A meta-analytical approach is utilized to carefully examine the dimensions and relationships underlying the luxury brand. The findings make important contributions to both clarifying the confusion shown in previous luxury brand research and to potentially reducing the vast number of luxury dimensions and approaches previously used, thus providing a useful framework for further research in this area. |
Keywords | brands; brand definition; marketing |
ANZSRC Field of Research 2020 | 520402. Decision making |
380202. Econometric and statistical methods | |
350608. Marketing theory | |
Public Notes | '..authors have assigned to ANZMAC and the University of Canterbury, a non-exclusive, royalty free copyright licence to use their work and publish it in full or in part in the proceedings and on the World Wide Web with the ANZMAC Conference papers or for any other purpose in connection with the ANZMAC Conference. ' Since licence is non-exclusive, this paper has been deposited and made accessible in USQ ePrints with the permission of the authors. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/q02zx/doing-more-with-less-toward-a-parsimonious-approach-to-examining-brand-luxury
Download files
2117
total views595
total downloads3
views this month2
downloads this month