传奇奢侈品牌:立足过去，开创未来

Q1 Business, Management and Accounting

AMS Review Pub Date : 2021-10-26 DOI:10.1007/s13162-021-00207-x

Gregory S. Carpenter, Xavier Barlier

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引用次数: 1

摘要

与许多其他品牌不同，奢侈品牌可以获得非凡的持久成功。本文采访了一位过去20年来负责在美国营销Maison Louis Roederer香槟的高管，其中包括传奇人物Cristal。我们探讨了奢侈品牌和大众市场品牌之间的差异，创造性愿景的作用，品牌如何通过创新保持相关性，同时忠实于其历史，以及奢侈品牌如何创造出热情的买家，他们寻求成为品牌的一部分，而不仅仅是品牌的消费者。最后，我们讨论了对市场导向、将消费者理解为粉丝以及其他未来研究主题的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Legendary luxury brands: inventing the future by reaching to the past

Unlike many other brands, luxury brands can enjoy remarkably enduring success. This paper presents an interview with a senior executive responsible for marketing Maison Louis Roederer’s champagnes, including the legendary Cristal, in the United States for the last 20 years. We explore the differences between luxury and mass-market brands, the role of creative vision, how brands remain relevant through innovation while remaining faithful to their history, and how luxury brands create passionate buyers who seek to be a part of the brand, not simply consumers of the brand. We conclude with a discussion of the implications for market orientation, understanding consumers as fans, and other future research topics.

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.