Personality-driven luxury brand management

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TitrePersonality-driven luxury brand management
Type de publicationJournal Article
Year of Publication2018
AuteursHeine K, Atwal G, Crener-Ricard S, Phan M
JournalJOURNAL OF BRAND MANAGEMENT
Volume25
Pagination474-487
Date PublishedSEP
Type of ArticleArticle
ISSN1350-231X
Mots-clésAnthropomorphization, Brand identity, Brand personality, Luxury branding
Résumé

This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

DOI10.1057/s41262-018-0090-8