Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Co-creating luxury brands in an emerging market: Exploring consumer meaning making and value creation
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2016 (English)In: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 19, no 4, 395-415 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South African market. Design/methodology/approach: An extant segmentation approach that classifies luxury brand consumers into four different segments was used to guide the identification of a total of 16 luxury consumers with whom in-depth interviews were conducted. Findings: The findings identify differences between four consumer segments’ levels of brand knowledge and indicate how these differing levels produce interesting meanings assigned to luxury brands which in turn co-create the brands. A framework is also proposed that maps each of the four luxury segments according to the value they derive from luxury brands and the context in which luxury consumption holds the most meaning for each segment. Practical implications: Managerial recommendations concerning the implications of consumers assigning meaning and value to luxury brands and recommendations pertaining to the managing and positioning of luxury brands to each of the four luxury segments in this market are proposed. Originality/value: The study provides interesting insights with regards to how consumers assign meaning and value to luxury brands in the emerging South African market. The proposed framework also uniquely demonstrates underlying behaviours within each of the four luxury segments and contributes to a better understanding of how and why these segments consume luxury brands.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016. Vol. 19, no 4, 395-415 p.
Keyword [en]
Brand co-creation, Brand value, Consumer meaning-making, Emerging markets, Luxury brands
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-195550DOI: 10.1108/QMR-02-2016-0018ISI: 000387554400002Scopus ID: 2-s2.0-84991447194OAI: oai:DiVA.org:kth-195550DiVA: diva2:1048606
Note

QC 20161121

Available from: 2016-11-21 Created: 2016-11-03 Last updated: 2017-04-11Bibliographically approved
In thesis
1. Identification and assessment of luxury brand segments in the emerging markets: Case of South Africa
Open this publication in new window or tab >>Identification and assessment of luxury brand segments in the emerging markets: Case of South Africa
2017 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Africa has been identified as an upcoming market in which luxury brands should secure future growth opportunities. A review of related academic literature, however, reveals that limited research has been conducted which focuses specifically on the continent’s luxury consumers. This gap in the literature highlights the need to further the body of knowledge on luxury consumer behaviour in this context. However, as the continent comprises a vast number of countries with diverse consumer profiles, it was decided that this study would focus on the assessment of the behaviour of the members of luxury consumer segments in the South African market.

The specific areas that require research in order to establish an understanding of luxury consumer segments’ behaviour commenced from a review of different trends and developments in the South African market. The core trends, along with calls for further research on luxury brands in the international academic literature were combined to identify numerous avenues for further research. This eclectic approach aimed to not only contribute to an enhanced understanding of the behaviour of luxury consumer segments in the South African market, but to develop and extend the existing body of academic knowledge and literature on luxury brands.

Four research questions were developed from both the identified avenues from the review of the trends in the market, and the calls for further research in the academic literature. Each of these questions was then addressed by four individual papers.  This thesis makes a number of contributions to the related body of knowledge as it details the behaviour of different luxury brand consumer segments in the South African market, thereby serving as a step towards addressing the gap in the literature on luxury consumers on the African continent. 

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2017. 141 p.
Series
TRITA-IEO, ISSN 1100-7982 ; TRITA-IEO-R 2017:06
Keyword
Luxury brands, South Africa, Emerging markets, Consumer behaviour, luxury segments, brand co-creation, discourse analysis
National Category
Economics and Business
Research subject
Business Studies
Identifiers
urn:nbn:se:kth:diva-205217 (URN)978-91-7729-362-0 (ISBN)
Public defence
2017-06-12, F3, KTH, Stockholm, 09:00 (English)
Opponent
Supervisors
Note

QC 20170411

Available from: 2017-04-11 Created: 2017-04-10 Last updated: 2017-04-11Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Stiehler, Beate Elizabeth
By organisation
Industrial marketing
In the same journal
Qualitative Market Research
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

Altmetric score

Total: 43 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf