The same, but different
When it comes to luxury marketing, there’s a lot of research that needs to be done in order to understand what consumers want and how businesses can appeal to them. This includes understanding the different perceptions and values associated with luxury products and services, as well as studying consumer behavior when it comes to spending money on high-end items.
By gaining a better understanding of all this, researchers, scholars and companies can develop successful marketing strategies that will resonate with their target audiences. So if you’re interested in learning more about luxury marketing, or just want to see some interesting findings from recent studies, then keep reading!
Luxury brands are the ones that stand out in a marketplace filled with products and services of similar quality. They manage to do this by offering what other brands don’t offer, whether it’s exclusivity or extremely high-quality products. This makes them desirable for many consumers, but it also means that they have to spend large sums of money on marketing to stay ahead of their competitors.
The point is that understanding how luxury brands market themselves can provide really valuable insights into consumer behavior and preferences – including where companies should invest their marketing budgets if they want to be successful. We have multiple articles to help you understand the concept of luxury marketing better. So let’s take a look at some interesting Luxury Marketing research from around the world!
The same, but different
Understanding the Luxury Consumption During Weddings in Southern India: An Abstract
Understanding the Emergence of Aspirational Luxury and the Role of Digital Platforms among Women Consumers in India
Understanding the effect of country of origin of personal care luxury brands on consumers
Understanding luxury branding: a conceptual framework
Understanding Indians purchase behaviour process: luxury apparel sector
The Role of Country of Origin on Purchase Behavior of Luxury Brands: A Conceptual Framework from India
The Indian Luxury Consumer: Analysis of perceptions and motivations towards Luxury and counterfeiting.
Structured Abstract: Discovering Relationships Between Indian Luxury Brands and Indian Consumers
Luxury: not for consumption but developing extended digital self
Prof. Varsha Jain, Ph.D., is a globally renowned Professor in the area of Integrated Marketing Communications and the Co-chairperson