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Opportunistic Luxury branding: Understanding perceptions of brand authenticity in an emerging market context: Understanding perceptions of brand authenticity in an emerging market context
KTH, Superseded Departments, Industrial Economics and Management.
University of Stirling .
2015 (English)In: The Journal of Global Business and Technology, ISSN ISSN: 1553-5495, Vol. 11, no 1, 39-55 p.Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to develop an understanding of luxury brand consumption in emerging markets and to explore a new notion associated with brand positioning termed ‘opportunistic luxury branding’. Using an extant segmentation approach of luxury brand consumers, we examine the behaviours and motivations associated with luxury brand consumption and the effect of authenticity in this context. Sixteen in-depth interviews were conducted with a diverse group of South African luxury brand consumers. The insights derived here suggest that luxury brands can be used as a social marker but also as a business investment, a self-gift and as an indicator of quality. Indexical cues and location of retail outlet are central to the authentication of luxury brands in emerging markets. Managerial implications are proposed with specific reference to luxury brand consumption with the longevity of opportunistic luxury brand positioning questioned.

Place, publisher, year, edition, pages
2015. Vol. 11, no 1, 39-55 p.
National Category
Other Social Sciences not elsewhere specified Other Social Sciences not elsewhere specified
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:kth:diva-204916OAI: oai:DiVA.org:kth-204916DiVA: diva2:1086838
Note

QC 20170411

Available from: 2017-04-04 Created: 2017-04-04 Last updated: 2017-04-19Bibliographically 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

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CiteExportLink to record
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Citation style
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