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Research Program for Luxury Brands

abstract Luxury has been one of the economic success stories of the past thirty years. Not only that individual brands expanded to tenfold of their original size, but also that the market* itself grew within the past few decades to multiples of its original size is a sign of exceptional consumer reception but also that the luxury market has entered dimensions that, effectively, are uncharted waters to the original brands.

In times of significant economic development (including, of course, several significant setbacks and corrections), this may be brushed of as yet another story conforming to many other industries in a general scheme of progressive economic performance, were there not some significant aspects inherent to luxury consumption that give rise to questions about the inner workings of performance, growth and expansion in its field, e.g. the paradox of retaining exclusiveness during expansion. The specific characteristics of luxury consumption and the brand as the centerpiece in this interaction lead to the following questions:

a) What are the prevailing variables and mechanics in expansion of a luxury brand?

b) How do managers of luxury brands deal with the trade-off between expansion and exclusiveness?

c) What are the success factors for expansion of luxury brands?

d) What is the influence of the growth of the whole luxury market on the individual brand?

In attempting and solving these and related questions, this Ph.D. thesis aims to add to the understanding of sustainable brand value generation in the field of luxury consumption which may be also beneficial to other fields of consumptive patterns with highly symbolic utility.

Status of this description: working projection (subject to change)

* depending on definition, but the direction is established well beyond a trend and with all analysis present above average industry growth
   
keywords luxury consumption, luxury brand, growth, expansion, strategic brand management, brand value, sustainability of brand value
   
partner
type applied research project
status completed
start of project 2010
end of project 2013
additional informations Concurrently, the Research Program Luxury Brand Development is being founded to support research and transfer between academia and the industry.
topics luxury consumption, luxury brand, growth, expansion, strategic brand management, brand value, sustainability of brand value
methods The pilot study will contain qualitative as well as quantitative parts, subsequent research work will be founded in quantitative methods of consumer and management research.
contact Benjamin Berghaus