Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands
This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives on luxury brands” considers luxury brands in a trio of contemporary contexts. Despite the academic research surrounding luxury brands being limited, the existent research most often studies luxury brands in a traditio...
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Format: | Doctoral or Postdoctoral Thesis |
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Luleå tekniska universitet, Industriell Ekonomi
2011
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ftluleatu:oai:DiVA.org:ltu-17084 2023-05-15T17:09:12+02:00 Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands Reyneke, Mignon 2011 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17084 eng eng Luleå tekniska universitet, Industriell Ekonomi Luleå Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, 1402-1544 orcid:0000-0003-1157-8265 http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17084 urn:isbn:978-91-7439-242-5 Local 17eda459-af2c-4c0a-9bc3-6ac0d68b84cd info:eu-repo/semantics/openAccess Business Administration Företagsekonomi Doctoral thesis, comprehensive summary info:eu-repo/semantics/doctoralThesis text 2011 ftluleatu 2022-11-03T17:10:59Z This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives on luxury brands” considers luxury brands in a trio of contemporary contexts. Despite the academic research surrounding luxury brands being limited, the existent research most often studies luxury brands in a traditional retail context. That is, luxury is viewed from a perspective where the products are sold in luxury retail stores. However, the landscape that these brands function within has changed significantly in the last decade as a result of the rise in Internet usage, the ever increasing effect of social media on consumer behaviour, and the influence of the recent global recession. This study considers how consumers behave and how luxury brand managers act in a trio of contemporary contexts regarding luxury brands; namely gift giving, economic downturns and social media. Through this thesis, the researcher considers the behaviour of luxury consumers in these three contexts, and suggests ways for the managers of these luxury brands to successfully adjust to the changing environment in which these brands function. Godkänd; 2011; 20110330 (migrey); DISPUTATION Ämnesområde: Industriell marknadsföring Opponent: Associate Professor Sharyn Rundle-Thiele, Griffith University, Australia Ordförande: Universitetslektor Anne Engström, Institutionen för ekonomi, teknik och samhälle, Luleå tekniska universitet Tid: Tisdag den 7 juni 2011, kl. 15.30 Plats: A109 Doctoral or Postdoctoral Thesis Luleå Luleå Luleå University of Technology Publications (DiVA) Griffith ENVELOPE(-155.500,-155.500,-85.883,-85.883) |
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Luleå University of Technology Publications (DiVA) |
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language |
English |
topic |
Business Administration Företagsekonomi |
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Business Administration Företagsekonomi Reyneke, Mignon Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
topic_facet |
Business Administration Företagsekonomi |
description |
This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives on luxury brands” considers luxury brands in a trio of contemporary contexts. Despite the academic research surrounding luxury brands being limited, the existent research most often studies luxury brands in a traditional retail context. That is, luxury is viewed from a perspective where the products are sold in luxury retail stores. However, the landscape that these brands function within has changed significantly in the last decade as a result of the rise in Internet usage, the ever increasing effect of social media on consumer behaviour, and the influence of the recent global recession. This study considers how consumers behave and how luxury brand managers act in a trio of contemporary contexts regarding luxury brands; namely gift giving, economic downturns and social media. Through this thesis, the researcher considers the behaviour of luxury consumers in these three contexts, and suggests ways for the managers of these luxury brands to successfully adjust to the changing environment in which these brands function. Godkänd; 2011; 20110330 (migrey); DISPUTATION Ämnesområde: Industriell marknadsföring Opponent: Associate Professor Sharyn Rundle-Thiele, Griffith University, Australia Ordförande: Universitetslektor Anne Engström, Institutionen för ekonomi, teknik och samhälle, Luleå tekniska universitet Tid: Tisdag den 7 juni 2011, kl. 15.30 Plats: A109 |
format |
Doctoral or Postdoctoral Thesis |
author |
Reyneke, Mignon |
author_facet |
Reyneke, Mignon |
author_sort |
Reyneke, Mignon |
title |
Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
title_short |
Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
title_full |
Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
title_fullStr |
Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
title_full_unstemmed |
Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
title_sort |
luxury as the opposite of vulgarity : a trio of perspectives on luxury brands |
publisher |
Luleå tekniska universitet, Industriell Ekonomi |
publishDate |
2011 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17084 |
long_lat |
ENVELOPE(-155.500,-155.500,-85.883,-85.883) |
geographic |
Griffith |
geographic_facet |
Griffith |
genre |
Luleå Luleå |
genre_facet |
Luleå Luleå |
op_relation |
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, 1402-1544 orcid:0000-0003-1157-8265 http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17084 urn:isbn:978-91-7439-242-5 Local 17eda459-af2c-4c0a-9bc3-6ac0d68b84cd |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1766065172900741120 |