Probing brand luxury: a multiple lens approach

Article

Miller, Karen W. and Mills, Michael K.. 2012. "Probing brand luxury: a multiple lens approach." Journal of Brand Management. 20 (1), pp. 41-51. https://doi.org/10.1057/bm.2011.64
Article Title

Probing brand luxury: a multiple lens approach

ERA Journal ID35933
Article CategoryArticle
AuthorsMiller, Karen W. and Mills, Michael K.
Journal TitleJournal of Brand Management
Journal Citation20 (1), pp. 41-51
Number of Pages11
Year2012
PublisherSpringer
Place of PublicationBasingstoke, Hants. United Kingdom
ISSN1350-231X
1479-1803
Digital Object Identifier (DOI)https://doi.org/10.1057/bm.2011.64
Web Address (URL)http://www.palgrave-journals.com/bm/journal/v20/n1/pdf/bm201164a.pdfM
Abstract

Research relevant to the creation and development of luxury brands is a growing area of interest and importance to branding practitioners and scholars. The issue here is that it is difficult to move forward when current brand luxury theory resembles a patchwork of definitions, methods and metrics. To add clarity, delineate brand luxury from other similar terms and concepts, and improve brand luxury
knowledge, this article probes brand luxury through seven lenses. The findings enable brand luxury practice and theory to move forward on the basis of scientific merit. The results delineate brand luxury from competing terms such as brand status and prestigious brands – enabling practitioners and academics to precisely determine the extent to which luxury contributes to a brand, resolve whether or not a brand is a luxury brand, and establish with some accuracy the net worth of the brand luxury market.

Keywordsbrand management; brand luxury; status; prestige; multiple lens approach
ANZSRC Field of Research 2020350610. Pricing (incl. consumer value estimation)
350602. Consumer-oriented product or service development
520402. Decision making
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Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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