Luxury brand strategies and customer experiences: Contributions to theory and practice

Posted on by

Ko, E., Phau, I. and Aiello, G. (2016). Luxury brand strategies and customer experiences: Contributions to theory and practice. Journal of Business Research, 69(12), pp.5749-5752.

Mots clés : 

Stratégie des marques de luxe, expérience client, réseaux sociaux, marketing digital, vente d’article de luxe

Résumé : 

Cet article passe en revue les différents dispositifs marketing digital que les marques de luxe peuvent utiliser dans leur stratégie. 

Les premiers dispositifs sont les réseaux sociaux et le marketing digital. Selon les auteurs, les réseaux sociaux peuvent être un outil très utile pour les marques de luxe. Par exemple, les vloggers sur Youtube peuvent se révéler être un outil de communication très intéressant pour les marques. De plus, selon les auteurs, la personnalisation en ligne est une clé de réussite pour l’implantation des marques sur Internet. 

En parallèle, les auteurs font le point sur le retail des marques de luxe. En effet, selon eux, les pop-up stores jouent un rôle important dans l’expérience et dans le bouche à oreille. Selon eux, les pop-up stores doivent s’aligner sur l’expérience et la stratégie des boutiques classiques. 

De plus, les auteurs se sont intéressés aux effets des programmes de fidélité sur les marques de luxe. Ils ont mis en lumière que les programmes de fidélité et luxe ne sont pas incompatibles, cependant, ils doivent être bien réfléchis et cibler les bons consommateurs. 

Références bibliographique : 

  1. Cheah, I., Phau, I., & Zainol, Z. (2016). Conceptualizing ‘country-of-ingredient-authenticity’ of luxury brands. Journal of Business Research (in this issue). 
  2. Choi, E., Ko, E., & Kim, A. J. (2016). An empirical study of luxury fashion brand value co-creation encounters. Journal of Business Research (in this issue). 
  3. Chu, S., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158–174. 
  4. Dhaoui, C. (2014). An empirical study of luxury brand marketing effectiveness and its impact an consumer engagement on Facebook. Journal of Global Fashion Marketing, 5(3), 209–223. 
  5. Gentina, E., Shrum, L. J., & Lowrey, T. M. (2016). Teen attitudes toward luxury fashion brands from a social identity perspective: a cross-cultural study of French and U.S. teenagers. Journal of Business Research (in this issue). 
  6. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research (in this issue). 
  7. Heine, K., & Berghaus, B. (2014). Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints. Journal of Global Fashion Marketing, 5(3), 223–234. 
  8. Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3), 164–171. 
  9. Kim, A. J., & Ko, E. (2012a). Impact of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. 
  10. Kim, A. J., & Ko, E. (2012b). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. 
  11. Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: an attempt to understand the effects of customer emotions before and after entering a luxury shop. Journal of Business Research (in this issue). 
  12. Klein, J. F., Falk, T., Esch, F. -R., & Goluknovtsev, A. (2016). Linking pop up brand stores to brand experience and word of mouth: the case of luxury retail. Journal of Business Research (in this issue). 
  13. Ko, E., & Megehee, C. (2012). Fashion marketing of luxury brands: recent research issues and contributions. Journal of Business Research, 65, 1395–1398. 
  14. Ko, E., & Woodside, A. G. (2013). Luxury Fashion & Culture. UK: Emerald. 
  15. Kontu, H., & Vecchi, A. (2014). Why all that noise – assessing the strategic value of social media for fashion brands. Journal of Global Fashion Marketing, 5(3), 235–250.
  16. Larraufie, A. M., & Kourdoughlihe, A. (2014). e-semiotics of luxury. Journal of Global Fashion Marketing, 5(3), 197–208. 
  17. Lee, J. E., & Walkins, B. (2016). Influence of YouTube vloggers on luxury brand management. Journal of Business Research (in this issue). 
  18. Lim, C. H., Kim, K., & Cheong, Y. (2016). Factors affecting sportswear buying behavior: a comparative analysis of luxury sportswear. Journal of Business Research (in this issue). 
  19. H.Moon, H., & D.E.Sprott, D. E. (2016). Ingredient branding for a luxury brand: the role of brand and product fit. Journal of Business Research (in this issue). 
  20. M.Ng, M. (2014). Social media and luxury fashion brands in China. Journal of Global Fashion Marketing, 5(3), 251–265.
  21. Park, J., Ko, E., & Kim, S. (2010). Consumer behavior in green marketing for luxury brand: a corss cultural study of US, Japan and Korea. Journal of Global Academy of Marketing Science, 20(4), 319–333. 
  22. Phan, M., & Park, S. (2014). Introduction: Social media marketing and luxury brands. Journal of Global Fashion Marketing, 5(3), 195–196. 
  23. Stathopoulou, A., & Balabaris, G. (2016). The effects of loyalty program benefits on high- and low-end fashion retailers. Journal of Business Research (in this issue). 
  24. J.Yoo, J., & M.Park, M. (2016). The effects of e-mass customization of luxury brands: perceived value, satisfaction, and loyalty. Journal of Business Research (in this issue).