Contributing clarity by examining brand luxury in the fashion market

Article


Miller, Karen W. and Mills, Michael K.. 2012. "Contributing clarity by examining brand luxury in the fashion market." Journal of Business Research. 65 (10), pp. 1471-1479. https://doi.org/10.1016/j.jbusres.2011.10.013
Article Title

Contributing clarity by examining brand luxury in the fashion market

ERA Journal ID36355
Article CategoryArticle
AuthorsMiller, Karen W. (Author) and Mills, Michael K. (Author)
Journal TitleJournal of Business Research
Journal Citation65 (10), pp. 1471-1479
Number of Pages9
Year2012
PublisherElsevier
Place of PublicationNew York, NY. United States
ISSN0148-2963
1873-7978
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2011.10.013
Web Address (URL)http://www.sciencedirect.com/science/article/pii/S0148296311003572
Abstract

Research relevant to the creation and development of luxury brands is a growing area in the literature. Offering
insight, previous research also contributes evidence of a lack of clarity regarding a definition, operationalization,
and measurement of brand luxury. This study focuses specifically on this issue within the pre-eminent luxury
fashion brands category. Carefully examining brand luxury and the dimensions and relationships underlying the luxury fashion brand, this study develops a conceptual model. Testing across three specific fashion categories the Brand Luxury Modelmakes important contributions, by clarifying the confusion evident in earlier brand luxury research, supplying evidence about the importance of brand leadership, and helping brand managers and academics by creating a useful framework to depict the luxury fashion brand.

Keywordsbrand luxury; brand leadership; brand value; generation y; fashion brands
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
520402. Decision making
441005. Social theory
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Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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