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Probing brand luxury: A multiple lens approach

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Abstract

Research relevant to the creation and development of luxury brands is a growing area of interest and importance to branding practitioners and scholars. The issue here is that it is difficult to move forward when current brand luxury theory resembles a patchwork of definitions, methods and metrics. To add clarity, delineate brand luxury from other similar terms and concepts, and improve brand luxury knowledge, this article probes brand luxury through seven lenses. The findings enable brand luxury practice and theory to move forward on the basis of scientific merit. The results delineate brand luxury from competing terms such as brand status and prestigious brands – enabling practitioners and academics to precisely determine the extent to which luxury contributes to a brand, resolve whether or not a brand is a luxury brand, and establish with some accuracy the net worth of the brand luxury market.

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Authors and Affiliations

  1. T241, School of Management and Marketing, Faculty of Business, University of Southern Queensland, Toowoomba, 4350, Queensland, Australia

    Karen W Miller & Michael K Mills

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  1. Karen W Miller
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  2. Michael K Mills
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Correspondence to Karen W Miller.

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1spent many years as a practicing marketer before moving into academia and studying brands. Most of Karen's work is in the area of brand-image, brand value and brand luxury and much of it from a consumer's perspective. Aside from branding research, Karen also has a keen interest in market research and multiple methods of data collection. Karen is still active in industry research conducting studies about branding in the wine industry, event management and marketing communications.

2career spans some 30 years in senior positions in industry, academia and as a consultant to major multinational firms. He has published more than 70 professional and trade articles in such publications as the Journal of Advertising Research, Journal of Public Policy and Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Affairs, Journal of Retailing, and Contemporary Psychology, among others.

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Miller, K., Mills, M. Probing brand luxury: A multiple lens approach. J Brand Manag 20, 41–51 (2012). https://doi.org/10.1057/bm.2011.64

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