Opportunistic Luxury branding: Understanding perceptions of brand authenticity in an emerging market context: Understanding perceptions of brand authenticity in an emerging market context
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
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.
Other Social Sciences not elsewhere specified Other Social Sciences not elsewhere specified
Research subject Business Studies
IdentifiersURN: urn:nbn:se:kth:diva-204916OAI: oai:DiVA.org:kth-204916DiVA: diva2:1086838
QC 201704112017-04-042017-04-042017-04-19Bibliographically approved