Cross-Cultural Perspectives on Luxury Marketing

Theodore K. Tarnanidis (Independent Researcher, Greece)

Indexed In: SCOPUS

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Publication Status: E-Book and Print Version Available for Purchase

ISBN13: 9798369375358

ISBN13 Softcover: 9798369375365

EISBN13: 9798369375372

DOI: 10.4018/979-8-3693-7535-8

Description:

As luxury brands become commonplace, businesses must incorporate more sustainable practices to handle the brands continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of "masstige" (mass prestige) brands. Sustainable luxury marketing through a cross-cultural perspective requires tailored marketing strategies for luxury brands that emphasize the exclusivity and high quality of their products while integrating eco-friendly practices. Such marketing plans may also resonate with diverse cultural values across business sectors.

Cross-Cultural Perspectives on Luxury Marketing explores ongoing trends in sustainable luxury marketing using cross-cultural viewpoints. It examines the usage of immersive technologies by luxury brands and their impact on consumer relationships. This book covers topics such as consumer behavior, luxury fashion, and data analysis, and is a useful resource for consultants, policymakers, economists, business owners, sociologists, academicians, scientists, and researchers.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Affluent Market
Consumer Behavior
Cosmetic Products
Cultural Marketing
Culture and Population Studies
Data Analysis
Digital Technology
Luxury Branding
Luxury Fashion
Luxury Marketing
Sustainable Development

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Theodore Tarnanidis is a marketing scholar, adjunct professor at the International Hellenic University and researcher in Applications of D.Sc. and MCDA. Theodore has six years experience as a marketing and decision making practitioner. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on International Marketing, Multi-cultural Marketing, Marketing Management, Consumer Science by Means of Rank-Coded Data, Preference Measurement Techniques, Quantitative Methods & Structural Equation Modelling. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals (Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism, Marketing Science & Inspirations, Management Science Letters).

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