Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field.

Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound changes that are affecting the luxury industry, and that will continue to shape its future. Chapters consider the socioeconomic, psychological, technological and political shifts in consumers' desires, practices and purchases of luxury products, taking a multi-method, cross-disciplinary approach that offers both offers concrete research avenues and outlines future management challenges.

This comprehensive Handbook will be critical reading for students of marketing, branding and advertising looking for an overview of the field of luxury branding research, as well as proving useful to scholars both as a reference tool and to help generate their own research ideas. It will also provide practical guidance to managers of luxury brands.

Contributors include: F. Bardhi, A. Basu Monga, L.S. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malar, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. Zhang

About the Author
Edited by Felicitas Morhart, Professor of Marketing, HEC Lausanne, University of Lausanne, Switzerland, Keith Wilcox, Professor of Marketing and Macy's Foundation Professor, Mays Business School, Texas A&M University, US and Sandor Czellar, Professor of Marketing, HEC Lausanne, University of Lausanne, Switzerland

Reviews
'Previously limited to the wealthiest, luxury is now a central phenomenon of our modern societies. Luxury brands reflect the diffusion of materialism across social classes and generations, the extent of social competition and self-branding and the aestheticization of desire. As a result, luxury branding is now studied by researchers from around the world and different angles. It is high time that a handbook brought these researchers together, summarized current research and paved the way for future research. Well done!'
--Jean-Noel Kapferer, INSEEC U. Luxury Research Center, France



Book Information
ISBN 9781802206418
Author Felicitas Morhart
Format Paperback
Page Count 368
Imprint Edward Elgar Publishing Ltd
Publisher Edward Elgar Publishing Ltd