Personality-driven luxury brand management
Journal of Brand Management, ISSN: 1479-1803, Vol: 25, Issue: 5, Page: 474-487
2018
- 22Citations
- 341Usage
- 102Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Article Description
This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.
Bibliographic Details
http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=85041557002&origin=inward; http://dx.doi.org/10.1057/s41262-018-0090-8; http://link.springer.com/10.1057/s41262-018-0090-8; http://link.springer.com/content/pdf/10.1057/s41262-018-0090-8.pdf; http://link.springer.com/article/10.1057/s41262-018-0090-8/fulltext.html; https://dx.doi.org/10.1057/s41262-018-0090-8; https://link.springer.com/article/10.1057/s41262-018-0090-8; https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3245120; https://ssrn.com/abstract=3245120
Springer Nature
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