Subject Index
 

In this article, WARC Online's James Aitchison discusses the main findings of the second day of the ESOMAR Congress 2008, held in Montreal. Among the areas under discussion are the user-generated cont ...

Luxury brands rely on carefully planned and executed marketing activity to appeal to consumers' emotions, and also look to cultivate an image of exclusivity. As their customers increasingly spend time ...

This paper discusses how luxury brands can create exclusivity and desirability among the super-rich (defined as the wealthiest 5% of a society). Given that they can afford most things, genuine rarity ...

This article discusses how marketers of luxury products and services can survive in a downturn. There are three main types of luxury buyer: empty-nesters (over-55, baby boomer couples); successful ma ...

The decadent world of luxury isn't obviously aligned with the green movement. However, this paper argues that many longstanding values of luxury brands, such as provenance and sustainability, have bec ...

This article describes how India's share of the global market for luxury products is small but growing. Points discussed include rapid growth of the affluent middle class; growth of lifestyle media, a ...

Glyn Atwal, assistant professor of marketing at ESC Rennes School of Business, and Alistair Williams, professor of marketing at Johnson & Wales University US, argue that the battlefield for luxury goo ...

Daniel Dumoulin, co-founder and director of Sundance Brand Agents, analyses the constantly changing perception of luxury and luxury goods, and sees a world in transition. Using many examples, he argue ...

Milton Pedraza, founder and CEO of the Luxury Institute, reports on the findings of a survey of the wealthy - Enhancing the Customer Experience of the Wealthy. He reveals that the internet is by far t ...

Sanjay Nazerali, founder of The Depot, argues that luxury marketing is about to experience a seismic change. While emerging markets such as China and India will keep traditional luxury brands buoyant, ...

In this introduction to Admap's focus on marketing luxury (March 2007), Roderick White discusses what makes a luxury product or experience, and what brands can do to maintain their exclusive status. H ...

This paper describes how Green & Black’s became the fastest-growing confectionary brand in the UK’s previously sluggish chocolate sector, with an annual growth rate of 70%. By May 2006 market share w ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

Using the fast-growing, affluent masses of India as an example, Shaziya Khan, vice president and strategic planning director at JWT, addresses the paradox of how to market 'exclusive', luxury brands ( ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

Craig Kleber, planning director at Y&R and Wunderman in Irvine, California, discusses the issues involved in the question 'how do wealthier people buy luxury cars?' He concludes that traditional buyin ...

Cosmocrats are an elite of luxury consumers estimated to number 20m worldwide, which could double in size between 2000 and 2010. Luxury advertisers find it difficult to reach this highly attractive gr ...

As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strat ...

Pamela Danziger, founder of Unity Marketing, reports on research into the factors that influence purchasing of luxury brands. Surprisingly this indicates that the brand name is not the key influence ...

What academics have been calling 'the democratisation of luxury' represents a profound shift in consumer behaviour that is going to fundamentally affect the way brands in certain categories are market ...

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help u ...

Caroline Vogt and Shifra Steinberg describe a research project undertaken by Times Newspapers and Red Media to help understand consumers who purchase premium brands – who they are, what motivates them ...

Marketing luxury goods is a paradox. Managers want a certain level of diffusion for their brand in order to achieve success in the marketplace; yet, if their brand is overdiffused, it loses its luxury ...

Previous research suggests that the self image/product image congruity (commonly known as self-image congruence) can affect product preference and purchase intentions. Using the UK precious jewel mark ...