Marketing Luxury Goods Online

Table Of Contents

• Cover
• Title
• Copyright
• About the author
• About the book
• This eBook can be cited
• Preface by Martin Fassnacht
• Acknowledgements
• Overview of Content
• Contents
• Figures
• Tables
• Abbreviations
• Symbols
• 1. Introduction
• 1.1 Motivation
• 1.2 Objectives of manuscript
• 1.3 Outline of manuscript
• 2. The Concept of Luxury
• 2.1 Constituent characteristics of luxury goods
• 2.1.1 Excellent quality
• 2.1.2 High-end price
• 2.1.3 Rarity
• 2.1.4 Aesthetics
• 2.1.5 Heritage
• 2.1.6 Superfluousness
• 2.2 Motives for buying luxury goods
• 2.2.1 Introduction
• 2.2.2 Perfectionist: highest quality
• 2.2.3 Hedonist: pleasure and self-reward
• 2.2.4 Veblenian: status
• 2.2.5 Snob: uniqueness
• 2.2.6 Bandwagon: affiliation
• 2.2.7 Gift-giving
• 3. Marketing-Mix of Luxury Goods
• 3.1 Product management of luxury goods
• 3.1.1 Introduction
• 3.1.2 Product strategy
• 3.1.2.1 Objectives
• 3.1.2.2 Strategic direction
• 3.1.2.3 Product-mix
• 3.1.3 Product design
• 3.1.3.1 Function
• 3.1.3.2 Aesthetics
• 3.1.3.3 Packaging
• 3.1.3.4 Add-on services
• 3.1.3.5 Branding
• 3.2 Pricing of luxury goods
• 3.2.1 Introduction
• 3.2.2 Strategy
• 3.2.3 Analysis
• 3.2.4 Decisions
• 3.2.5 Implementation
• 3.3 Communication of luxury goods
• 3.3.1 Introduction
• 3.3.2 Objectives
• 3.3.3 Audience
• 3.3.4 Message
• 3.3.5 Instruments
• 3.3.5.1 Advertising
• 3.3.5.2 Public relations
• 3.3.5.3 Events
• 3.3.5.4 Sponsoring
• 3.3.5.5 Direct marketing
• 3.3.5.6 Sales promotion
• 3.3.5.7 Integrated communication mix
• 3.3.6 Budget and monitoring
• 3.4 Distribution of luxury goods
• 3.4.1 Introduction
• 3.4.2 Distribution strategy
• 3.4.2.1 Objectives
• 3.4.2.2 Channel length: retail and wholesale distribution
• 3.4.2.3 Channel width: selective and exclusive distribution
• 3.4.3 Store-level decisions
• 3.4.3.1 Location
• 3.4.3.2 Store format
• 3.4.3.3 Store atmosphere
• 3.4.3.4 Merchandising
• 3.4.3.5 Service level
• 4. Online Marketing-Mix of Luxury Goods
• 4.1 The Internet and luxury
• 4.2 Online product management
• 4.2.1 Online suitability of luxury goods
• 4.2.2 Online product-mix
• 4.2.3 Online product display
• 4.2.4 Online add-on services
• 4.3 Online price management
• 4.3.1 Cross-channel price discrimination
• 4.3.2 Online price discounts
• 4.3.3 Online price communication
• 4.4 Online communication
• 4.4.1 Online communication and luxury
• 4.4.1.1 Benefits of online communication
• 4.4.1.2 Concerns about online communication
• 4.4.1.3 Conclusion: the online communication imperative
• 4.4.2 Online communication instruments
• 4.4.2.1 Website
• 4.4.2.2 Search engine marketing
• 4.4.2.3 Online advertising
• 4.4.2.4 Social media marketing (SMM)
• 4.5 Online distribution
• 4.5.1 Online distribution and luxury
• 4.5.1.1 Benefits of online distribution
• 4.5.1.2 Concerns about online distribution
• 4.5.1.3 Conclusion: the online distribution challenge
• 4.5.2 Online store formats
• 4.5.2.1 Monobrand online store
• 4.5.2.2 Multibrand online retailers
• 4.5.2.3 Multi-channel integration
• 5. Expert Interviews – Online Distribution
• 5.1 Method
• 5.2 Results
• 5.2.1 Attitudes towards online distribution
• 5.2.2 Preserving brand luxury online
• 5.3 Conclusion
• 6. Theory and Hypotheses – Effects of Online Accessibility
• 6.1 Introduction
• 6.2 Socio-economic theory
• 6.2.1 (Neo-) classical economic theory
• 6.2.2 Snobbism.
• 6.2.3 Veblenian theory
• 6.3 Social-psychological theory
• 6.3.1 Commodity theory
• 6.3.2 Uniqueness theory
• 6.3.3 Naïve economic theories
• 6.3.4 Reactance theory
• 6.4 Hypotheses development
• 6.4.1 Online accessibility, scarcity, and desirability
• 6.4.2 Online accessibility, transaction convenience, and willingness-to-buy
• 6.4.3 Conclusion
• 7. Experiment 1 – Online Accessibility
• 7.1 Method
• 7.1.1 Sample: 183 high-income individuals from Germany
• 7.1.2 Procedure: self-administered online survey
• 7.1.2.1 Scenario: website of high-end watch brand Vaupré
• 7.1.2.2 Manipulation: online accessibility
• 7.1.2.3 Measurement scales
• 7.1.2.4 Pre-testing
• 7.2 Results
• 7.2.1 Preliminary analyses
• 7.2.1.1 Manipulation check
• 7.2.1.2 Confirmatory factor analysis
• 7.2.2 Hypotheses testing
• 7.2.2.1 Structural equation modeling
• 7.2.2.2 Analysis of variance
• 7.3 Conclusion
• 8. Experiment 2 – Online Accessibility and Price Display
• 8.1 Method
• 8.1.1 Sample: 142 luxury insiders from USA
• 8.1.1.1 Procedure of qualification test
• 8.1.1.2 Qualification criteria
• 8.1.1.3 Results of qualification test
• 8.1.1.4 Final sample
• 8.1.2 Procedure: self-administered online survey
• 8.1.2.1 Scenario: website of high-end writing instruments brand Vaupré. 193
• 8.1.2.2 Manipulation: online accessibility and price display
• 8.1.2.3 Measurement scales
• 8.1.2.4 Pre-testing
• 8.2 Results
• 8.2.1 Preliminary analyses
• 8.2.1.1 Manipulation check
• 8.2.1.2 Confirmatory factor analysis
• 8.2.2 Hypotheses testing
• 8.2.2.1 Structural equation modeling
• 8.2.2.2 Analysis of variance
• 8.3 Conclusion
• 9. Conclusion
• 9.1 Conceptual findings
• 9.1.1 Specificities of marketing luxury goods
• 9.1.2 Online marketing-mix for luxury goods
• 9.2 Empirical findings
• 9.3 Limitations and future research directions
• 9.4 Managerial implications
• References
• Appendix