Foreword	5
	Inhaltsverzeichnis	6
	The Authors	8
	Part 1 Luxury Marketing as a Challenge for Marketing Theory and Practice	14
	1 Placing Luxury Marketing on the Research Agenda Not Only for the Sake of Luxury — An Introduction	15
	1.1 The Reason Why: What is the Relevance of Luxury and Luxury Marketing?	16
	1.1.1 The Relevance of Luxury and Luxury Marketing from an Economic Perspective	16
	1.1.2 Luxury Marketing as an Important Chance for Western Industrialized Countries in the Context of Growing International Competition	17
	1.1.3 The Luxury Marketing Strategy as a Success Factor in Different Industries	18
	1.1.4 Luxury Marketing and its Positive Impacts on Societal Developments	18
	1.1.5 Combining It All: The Essence of Luxury Marketing	20
	1.2 The “Know How”: Possible Directions for Discussion and Future Research	21
	1.2.1 Developing a Meaningful Typology of Luxury Product/Market Combinations	21
	1.2.2 Guiding Future Research along a Comprehensive Contingency Approach	22
	1.2.3 The “What We Need”: A Preliminary Conclusion	24
	1.3 The “What We Have”: An Overview of the Different Contributions to this Handbook	25
	1.4 Acknowledgments and Outlook	28
	2 More on Luxury Anti-Laws of Marketing	29
	2.1 Introduction	30
	2.2 A source of managerial confusion: the six meanings of luxury	31
	2.3 Distinguishing luxury, fashion and premium strategies	32
	2.4 Do not confuse brand extension and brand stretching	34
	2.5 The anti-laws of marketing	35
	2.6 Why luxury brands should not pander to their customers’ wishes?	35
	2.7 Why always raise the average price of the brand?	39
	2.8 How to always keep raising the price point	40
	2.9 Why beware of celebrities?	41
	2.10 Implementing the luxury strategy beyond the luxury market	42
	2.11 The limits of the luxury strategy	42
	References	43
	Part 2 Luxury and Luxury Consumption: A Global Phenomenon or Dependent on Cultural Differences?	44
	3 Culture and Luxury: An Analysis of Luxury Perceptions across Frontiers	45
	3.1 Introduction	46
	3.2 Luxury concept: different definitions according to different perspectives	46
	3.2.1 Luxury: an economic perspective	47
	3.2.2 Luxury: a psychological view	47
	3.2.3 Luxury: a marketing standpoint	47
	3.3 Luxury concept: different facets according to different countries	48
	3.3.1 Research design: a qualitative perspective	49
	3.3.2 Main categories of luxury: analysis for the three countries	49
	3.3.3 Main categories of luxury: analysis for countries’ specificities	54
	3.4 Conclusion	57
	References	59
	4 An Intercultural Comparison of the Perception of Luxury by Young Consumers	64
	4.1 Introduction	65
	4.2 The Concept of Luxury	65
	4.3 Brand Functions and Brand Relational Dimension	67
	4.3.1 The functional brand	67
	4.3.2 The brand relational dimension.	68
	4.4 Research Questions and Methodology	68
	4.5 General Empirical Results of Young People’s Perceptions of Luxury: A Semiotic Analysis of the Concept of Luxury and the Ranking of Luxury Brands	70
	4.6 The ranking of luxury brands	76
	4.7 Discussion	79
	References	81
	5 Consumer Value Perception of Luxury Goods: A Cross-Cultural and Cross-Industry Comparison	83
	5.1 Introduction	84
	5.2 The Market for Luxury Goods	84
	5.2.1 The Concept of Luxury	84
	5.2.2 Luxury Product Categories	87
	5.3 Conceptualization: Luxury Value Perception	87
	5.4 Methodology	89
	5.4.1 Measurement Instrument	89
	5.4.2 Sample and Data Collection	90
	5.5 Results and Discussion	91
	5.6 Conclusions and Implications	102
	References	103
	Part 3 Luxury and Luxury Consumption from a Theoretical Perspective	105
	6 Luxury Brands from a Psychoanalytic Perspective	106
	6.1 Luxury Brands and Sublimation	107
	6.2 Luxury Brands as a Fetish	113
	6.3 Identification and Luxury Brands	114
	6.4 Borromean Rings and Luxury Brands	116
	References	119
	7 Indulging the Self Positive Consequences of Luxury Consumption	121
	7.1 Introduction	122
	7.2 Conceptual Framework and Hypotheses Development	123
	7.3 Study 1: Relationship between Luxury Consumption and Self-Esteem	126
	7.3.1 Participants and Procedure	126
	7.3.2 Measures	126
	7.3.3 Results and Discussion	127
	7.4 Study 2: Impact of Luxury Consumption on Self-Esteem	127
	7.4.1 Method	127
	7.4.2 Results and Discussion	128
	7.5 Study 3: Alternative Explanation of Direct Appreciation	129
	7.5.1 Method	129
	7.5.2 Results and Discussion	130
	7.6 General Discussion and Conclusions	131
	7.7 References	133
	8 How Do Exclusivity Perceptions of Independent and Interdependent Consumers Influence Their Desires for Luxury Products	139
	8.1 Introduction	140
	8.2 Theoretical Background	140
	8.2.1 Self-Construal	140
	8.2.2 Optimal Distinctiveness for Interdependent and Independent Self-Construal	141
	8.3 Hypotheses	142
	8.4 Study 1	142
	8.4.1 Method	143
	8.4.2 Results	144
	8.4.3 Discussion	146
	8.5 Study 2	147
	8.5.1 Method	147
	8.5.2 Results	147
	8.5.3 Discussion	148
	8.6 General Discussion and Conclusion	149
	References	150
	Part 4 Different Approaches to Understanding Luxury and Luxury Brands from the Customer’s Perspective within Specific Cultural Contexts	153
	9 Luxury Buying Behaviour and the Role of Culture: An Indian Context	154
	9.1 Introduction	155
	9.2 Indian Culture	156
	9.2.1 The New Luxury	158
	9.3 Discussion	161
	References	163
	10 Perceptions, Attitudes and Luxury Brands	165
	10.1 Luxury Brands in Australia	166
	10.2 Conceptual Framework	167
	10.2.1 Luxury Brand Attitudes	167
	10.2.2 Perceptions of Brand Luxury	168
	10.2.3 Brand Familiarity	169
	10.2.4 General Attitudes to Luxury	170
	10.2.5 A Model of Attitudes to Luxury Brands	170
	10.3 A Study to investigate Brand Luxury Attitudes	171
	10.3.1 Approach and Methods	171
	10.3.2 Analysis Approach and Cleaning Variables	172
	10.4 Results and Findings	172
	10.4.1 Perceived Brand Luxury	174
	10.4.2 Familiarity	174
	10.4.3 General Attitude to Luxury	175
	10.5 Conclusion	175
	10.5.1 Theoretical Contributions	176
	10.5.2 Implications for Practice	176
	10.5.3 Limitations and Future Research	176
	References	177
	Part 5 Luxury and Luxury Consumption in the Context of Societal Change	180
	11 Luxury Marketing in the Age of Cheap An Exploratory Survey on Consumer Behavior in Online Shopping Clubs	181
	11.1 Introduction	182
	11.2 The Phenomenon of “Trading Down”	182
	11.3 Recent Developments in Luxury Marketing	185
	11.3.1 Luxury as a Real Experience	186
	11.3.2 Transformation into a Mass Market	186
	11.3.3 Sustainable Luxury	187
	11.3.4 Luxury Brands in the Internet	187
	11.4 Luxury Orientation of Consumers in Online Shopping Clubs	188
	11.4.1 Study Design	189
	11.4.2 Results and Discussion	191
	11.5 Implications	194
	11.5.1 Research Implications	195
	11.5.2 Implications for New Luxury Marketing	195
	References	196
	12 Luxury Brands in the Digital Age — the Trust Factor	199
	12.1 Introduction	200
	12.2 Luxury Brands and E-Commerce	200
	12.3 Developing Trust in a Luxury Brand Website	202
	12.3.1 Usability	203
	12.3.2 Information Content	204
	12.3.3 Technological Professionalism	205
	12.3.4 Aesthetics	205
	12.3.5 Safety	206
	12.3.6 Consumer Relationship Management	207
	12.3.7 Order Fulfilment	208
	12.4 Conclusions	208
	References	209
	Part 6 Counterfeits Challenging the Luxury Industry, Consumers and Society	211
	13 Luxury Goods vs. Counterfeits: An Intercultural Study	212
	13.1 Statement of problem	213
	13.2 Literature review and research questions	214
	13.3 Method	216
	13.3.1 Cultural context	216
	13.3.2 Measures	216
	13.3.3 Sampling	217
	13.4 Results	218
	13.4.1 Ethical concerns about counterfeiting in general	218
	13.4.2 Typology of consumer orientations toward fake luxury goods	219
	13.4.3 Intention to buy fake luxury goods	221
	13.5 Summary	223
	13.5.1 Discussion	223
	13.5.2 Limitations and further research	225
	References	225
	14 Brazil: Luxury and Counterfeits	233
	14.1 The Brazilian context	234
	14.1.1 Figures for the Brazilian luxury market	234
	14.2 Different perspectives of Luxury	237
	14.2.1 Marketing theory and Luxury	237
	14.2.2 Theory of consumption and Luxury	238
	14.2.3 Modes of consumption of fake Luxury	241
	14.2.4 Final remarks	245
	References	246
	15 Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk	248
	15.1 Introduction	249
	15.2 Theoretical Background	249
	15.2.1 Luxury Consumption	249
	15.2.2 Counterfeit Consumption	250
	15.3 Conceptualization	251
	15.3.1 The Conceptual Model	251
	15.3.2 Dimensions of Luxury Value Perception	252
	15.3.3 Dimensions of Counterfeit Risk Perception	254
	15.4 Methodology	255
	15.5 Results and Discussion	256
	15.6 Conclusions and Implications	259
	References	260
	16 What is the Harm in Fake Luxury Brands? Moving Beyond the Conventional Wisdom	264
	16.1 Introduction	265
	16.2 The Scope of the Problem	265
	16.3 Consumers as Co-Conspirators	266
	16.4 The Non-Cannibalization Hypothesis	267
	16.4.1 Evidence for the prevalence of the omnivorous buyer	269
	16.4.2 Collateral damage	270
	16.5 Counterfeits Harm the Original brand by Reducing their brand Equity	271
	16.6 Could Counterfeits Increase the Original’s Brand Equity?	272
	16.7 Conclusion	274
	References	275
	17 Counterfeiting of Luxury Brands: Opportunity beyond the Threat	278
	17.1 Counterfeiting: a growing threat to luxury products	279
	17.2 An in-depth view of luxury brand equity	283
	17.3 Two empirical studies of counterfeiting’s impact on CBBE	285
	17.3.1 Sample and procedure	285
	17.3.2 Results	286
	17.4 Conclusions	294
	References	296
	Part 7 The Management of Luxury and Luxury Brands	298
	18 Luxury SMEs Networks	299
	18.1 Luxury Italian SMEs	300
	18.2 Country of origin and territory: features of Made in Italy	302
	18.3 Territory as network and creativity in network interactions	305
	18.4 Luxury SME networks in the Florence area: the results of an empirical analysis	307
	18.4.1 Research aim, phases and methodology	307
	18.4.2 The Florence area and the SMEs analyzed	308
	18.4.3 Main results	309
	18.5 Final remarks	314
	References	314
	19 Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength	319
	19.1 Introduction	320
	19.2 Construct Definition and Literature Review	320
	19.2.1 Brand Luxury Perception	320
	19.2.2 Attitudinal Brand Strength	321
	19.3 The Conceptual Model and Related Hypotheses	321
	19.4 Methodology	323
	19.4.1 The Questionnaire	323
	19.4.2 The Sample	323
	19.5 Results and Discussion	325
	19.5.1 PLS Path Modeling and Related Evaluation Criteria	325
	19.5.2 Evaluation of the Formative Measurement Model	325
	19.5.3 Evaluation of the Reflective Measurement Models	327
	19.5.4 Evaluation and Discussion of the Structural Model	329
	19.5.5 PLS-based Importance-Performance Analysis	330
	19.6 Conclusion	331
	19.6.1 Theoretical Contribution and Research Implications	331
	19.6.2 Implications for Luxury Brand Management	332
	References	333
	20 Personal Selling for Luxury Brands	335
	20.1 Introduction	336
	20.1.1 The Role of Personal Selling for Luxury Brands	336
	20.1.2 Research on Personal Selling for Luxury Brands	337
	20.2 Conceptual Model: Sales Strategies Customer Value Perceptions	338
	20.2.1 Research on Selling and Persuasion Strategies	339
	20.3 Methodology of the Study	342
	20.3.1 Description of the Data Sample	342
	20.3.2 Measure Description and Reliability Diagnostics	342
	20.3.3 Source: Author's illustrationTwo-Level Regression as Analytical Approach	344
	20.3.4 Results of the Two-level Regression Analysis	346
	20.4 Discussion Managerial Implications	348
	References	350
	Part 8 Luxury and Luxury Marketing in the Wine Industry	352
	21 The Hedonistic Consumption of Luxury and Iconic Wines	353
	21.1 Introduction	354
	21.2 An experimental paradigm	354
	21.3 The luxury wine market	355
	21.4 Contemporary consumption patterns	356
	21.5 Key characteristics of luxury wines	357
	21.6 Experiential domain of luxury wines	359
	21.7 Strategies for experientially marketing luxury wines	360
	21.8 Realms of experience	360
	21.9 Implications for luxury wine marketing strategies	363
	21.10 Conclusion	363
	References	364
	22 Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling	367
	22.1 Introduction	368
	22.2 Theoretical Background	368
	22.2.1 Effective Wine Marketing	368
	22.2.2 Wine Attributes and Consumer Choice	369
	22.3 Conceptual Framework	370
	22.4 Methodology	372
	22.5 Results and Discussion	379
	22.6 Managerial Implications and Further Research Steps	384
	References	385