Marketing Of Luxury Brand Marketing

1660 Words7 Pages
In recent years, there has been an increasing amount of literature on luxury brand marketing. “Luxury Brand Marketing is, the best design, the best materials, the best merchandising, and the best packaging occur in the luxury industry “(Ko &Megehee, 2012:1395). Even though there are few brands in the luxury sector, the sales of said brand are extremely effective. Due to this and the constant successful marketing of the luxury brand, these brands set an example to non-luxury brands (Ko & Megehee, 2012). This literature review is intended to examine luxury brand marketing, and will demonstrate the behavior of consumers who purchase luxury brands. This literature review consists of two parts; the first part provides a definition of what luxury brand marketing and what luxury brands. The second part focuses in particular on the behavior of consumers who purchase luxury brands and it will be described under the three headings: privileged access, the desire to show others people and bandwagon. Before considering the behavior of consumers when purchasing luxury brands and defined the three headings, it is important to examine a definition of what luxury brand marketing and what luxury brands. Nowadays, the luxury brand marketing is a controversial topic and so many writers discussion in the literature. According to Nueoo and Quelch define luxury brands as, “those whose ratio of functional utility to price is low while the ratio of intangible and situational utility to price is
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