Doing more with less: toward a parsimonious approach to examining brand luxury

Paper

Miller, Karen W. and Mills, Michael K.. 2010. "Doing more with less: toward a parsimonious approach to examining brand luxury." Ballantine, Paul and Finsterwalder, Jörg (ed.) ANZMAC 2010: Doing More With Less. Christchurch, New Zealand 29 Nov - 01 Dec 2010 Christchurch, New Zealand.
Paper/Presentation Title

Doing more with less: toward a parsimonious approach to examining brand luxury

Presentation TypePaper
AuthorsMiller, Karen W. (Author) and Mills, Michael K. (Author)
EditorsBallantine, Paul and Finsterwalder, Jörg
Journal or Proceedings TitleProceedings of the 2010 Australian and New Zealand Marketing Academy Conference (ANZMAC 2010)
ERA Conference ID76596
Number of Pages9
Year2010
Place of PublicationChristchurch, New Zealand
ISBN9780473178208
Web Address (URL) of Paperhttp://anzmac2010.org/proceedings/pdf/anzmac10Final00152.pdf
Conference/EventANZMAC 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.

Keywordsbrands; brand definition; marketing
ANZSRC Field of Research 2020520402. 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 AffiliationsSchool of Management and Marketing
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