The Sage Handbook of Luxury Brand Management and Marketing is the definitive reference for understanding the evolving world of luxury branding. Bringing together leading scholars and industry experts from around the globe, this comprehensive volume explores the foundations, innovations, and future directions of luxury marketing in a rapidly changing global landscape. Spanning seven thematic parts, the handbook covers everything from the psychology of luxury consumption and international branding strategies to digital transformation, sustainability, and cultural innovation. It traces the historical roots of luxury marketing while addressing contemporary challenges such as ethical sourcing, second-hand markets, AI-driven personalization, and the rise of experiential and purpose-driven luxury. With contributions from pioneers in the field, this volume reflects the international diversity and intellectual richness of luxury brand research today. It offers both theoretical depth and practical insight, making it an essential resource for scholars, postgraduate students, and professionals seeking to understand and shape the future of luxury branding. Part 1: Rethinking Luxury in a Changing World Part 2: The Evolving Luxury Consumer Part 3: International Luxury Marketing Part 4: Service Innovation, Operations, and Financial Strategy in Luxury Part 5: Luxury Identity and Cultural Construction of Meaning Part 6: Strategic Levers for Luxury Brand Growth Part 7: Digital Luxury Futures
Introduction - Klaus Heine, Michel Phan, Ian Phau, Marie-Cecile Cervellon, and Eunjo Ko Part 1: Rethinking Luxury in a Changing World: New Challenges and Opportunities Chapter 1: History of Luxury - Eunju Ko Chapter 2: The Luxury Tensions - Navigating Luxury Brands in an Era of Change - Felicitas Morhart and Julia Riedmeier Chapter 3: The Green Revolution: How New Labelling Laws are Redefining Luxury Fashion - Caroline Ardelet Chapter 4: Luxury with a Conscience: Mapping the Next Research Frontier for Ethical Luxury - Eugene Cheng-Xi Aw Chapter 5: Innovative Product and Business Models for Upcycling in Different Luxury Categories - Alice Guzzetti and Roberta Crespi Chapter 6: New Trends of Luxury Consumption in Hard Luxury: Second-Hand and Rental - Marie-Cecile Cervellon and Lindsey Drylie Carey Chapter 7: Managing Second-Hand Luxury - Lam Luong, Geraldine Michel, and Valerie Zeitoun Part 2: The Evolving Luxury Consumer Chapter 8: Aspirers and Connoisseurs - Kong Cheen Lau Chapter 9: Motivation of Luxury Consumption - Kong Cheen Lau Chapter 10: Consumer Emotions and The New Luxury Consumer Journey - Francine Petersen and Adeepan Chakraborty Chapter 11: Leading a luxury brand across generations: Maximising an Intergenerational Inflection Point - Rebecca Robins Chapter 12: Luxury Under Fire: Causes and Expressions of Brand Hate - Douglas Bryson and Glyn Atwal Part 3: International Luxury Marketing Chapter 13: Made in Italy and the Emergence of Female Brands for a Socially Responsible Luxury Identity - Rovai Serena Chapter 14: Luxury Consumption, Well-Being, and Sustainability: Observations in Japan - Ken Kumagai and Kyung Tae Lee Chapter 15: Internationalization of Luxury Brands in China - Sabine Chretien-Ichikawa Chapter 16: India as a Next Big Opportunity for Global Luxury Market - Sheetal Jain and Preetha Menon Chapter 17: Navigating the Indonesian Luxury Market: Challenges and Opportunities - Patria Laksamana Chapter 18: Conspicuous and Inconspicuous Luxury Consumption in the Emerging Economy of Vietnam - Thi Tuyet Mai Nguyen, Hoang Linh Nguyen, and Bao Ngoc Nguyen Chapter 19: Colombia - Lina Bustillo and Juan Camilo Vallejo Velez Part 4: Service Innovation, Operations, and Financial Strategy in Luxury Chapter 20: Luxury Service Consumption in the Age of Social Media - Jonas Holmqvist Chapter 21: Luxury Brand Hospitality Extensions: Development of a Strategic Framework - Sonja Sperber, Florent Girardin, Matthias Fuchs, and Valentina Clergue Chapter 22: Private Clubs as Luxury Services - M. Deniz Dalman and Junhong Min Chapter 23: Luxury Supply Chain - Ohanes Missirilian and Nathalie O'Mahony Chapter 24: Financial Management in the Luxury Industry - Alexandre Ferragu Chapter 25: From Prestige to Profit: Luxury Financial Management, Returns, and Valuation - Danny Younis Part 5: Luxury Identity and Cultural Construction of Meaning Chapter 26: The Semiotics of Luxury Brands - Anne-Flore Maman Larraufie Chapter 27: Luxury Brands as Socio-Cultural Constructions - J. P. Kuehlwein and Albert M. Muniz, Jr. Chapter 28: The Brand-Building Canvas: Capturing the Identity of Luxury Brands - Klaus Heine, Glyn Atwal, and Charles A. Lawry Chapter 29: Purpose as Prestige: How Luxury Brands Leverage Purpose-Driven Branding - Klaus Heine, Houssam Jedidi, and Oliver Heil Chapter 30: Compound Luxury Brand Authority: Expanding and Updating a Central Concept - Clara Lecerf, Benjamin Voyer, and Luca M. Visconti Chapter 31: Poets and Amateurs: Luxury Branding through Cultural Innovation - Thomai Serdari Chapter 32: Art Infusion in Luxury: Exploring Influences and Insights - Genesis Chong and Ian Phau Part 6: Strategic Levers for Luxury Brand Growth Chapter 33: Strategic Foundations of Luxury Brands - Anne Michaut Chapter 34: The Role of Price in Luxury - Jean-Noel Kapferer, Oxana Lahbib, and Pierre Valette-Florence Chapter 35: Strategies for Luxury Brand Repositioning, Revival, and Relaunch - Eleonora Cattaneo Chapter 36: Luxury Brand Collaborations - Paul Quencez and Michel Phan Chapter 37: Luxury Brand Extensions: A Review - David Dubois and Allison Hess Chapter 38: Democratization of Luxury - Paurav Shukla, Veronica Rosendo-Rios, and Dina Khalifa Chapter 39: Winning in the Luxury Innovation Game: Mastering the Strategic Moves - Hannes Gurzki, Bettina Herz, and Christof Backhaus Part 7: Digital Luxury Futures Chapter 40: The Use of Social Media Influencers for Luxury Branding - Gwarlann de Kerviler Chapter 41: Virtual Influencers and Streamers of Luxury: Embracing Innovation and Ethics in Tomorrow's Digital Marketplace - Zhiying Hou and Ian Phau Chapter 42: Generative AI for Luxury Branding - Mathilde Renda-Blanche Chapter 43: The Role of Gamification in Luxury Branding in the Fashion Industry - Minjung Cho, Charles R. Taylor, and Eunju Ko Chapter 44: Luxury Branding in the Metaverse - Kyung Hoon Kim, Miyea Kim, and Qi Jiang Chapter 45: The Application of AI in Luxury Industry - Hao Zhang and Shasha Zhan
