Managing the growth tradeoff: Challenges and opportunities in luxury branding

被引：142

作者：

Keller, Kevin ^{[1
]}

机构：

[1] Dartmouth Coll, Sch Business, Mkt, 100 Tuck Hall, Hanover, NH 03755 USA

来源：

JOURNAL OF BRAND MANAGEMENT | 2009年 / 16卷 / 5-6期

关键词：

luxury branding; branding; brands; brand strategies; brand equity measurement; brand architecture;

D O I：

10.1057/bm.2008.47

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

After outlining 10 characteristics that help to define luxury branding, we identify and discuss some of the challenges and opportunities in managing their growth trade-offs. Particular emphasis is placed on understanding brand equity measurement and brand architecture as they relate to growth strategies for luxury brands.

引用

页码：290 / 301

页数：12

共 12 条

[1] Dimensions of brand personality [J].

Aaker, JL .

JOURNAL OF MARKETING RESEARCH, 1997, 34 (03) :347-356

[2] A DYNAMIC PROCESS MODEL OF SERVICE QUALITY - FROM EXPECTATIONS TO BEHAVIORAL INTENTIONS [J].

BOULDING, W ;

KALRA, A ;

STAELIN, R ;

ZEITHAML, VA .

JOURNAL OF MARKETING RESEARCH, 1993, 30 (01) :7-27

[3]

Galloni A., 2005, WALL STREET J, pA1

[4]

Gerzema J., BRAND BUBBL IN PRESS

[5]

Holt D.B., 2004, BRANDS BECOME ICONS

[6]

KAHLE LR, 1988, J ADVERTISING RES, V28, P35

[7]

Keller K. L., 2008, WORKING PAPER

[8]

Keller K.L., 2006, HDB MARKETING RES DO, P546

[9] The ownership effect in consumer responses to brand line stretches [J].

Kirmani, A ;

Sood, S ;

Bridges, S .

JOURNAL OF MARKETING, 1999, 63 (01) :88-101

[10]

Silverstein M.J., 2003, TRADING NEW AM LUXUR

← 1 2 →