Overview

The Sage Handbook of Luxury Brand Management and Marketing is the definitive reference for understanding the evolving world of luxury branding. Bringing together leading scholars and industry experts from around the globe, this comprehensive volume explores the foundations, innovations, and future directions of luxury marketing in a rapidly changing global landscape. Spanning seven thematic parts, the handbook covers everything from the psychology of luxury consumption and international branding strategies to digital transformation, sustainability, and cultural innovation. It traces the historical roots of luxury marketing while addressing contemporary challenges such as ethical sourcing, second-hand markets, AI-driven personalization, and the rise of experiential and purpose-driven luxury. With contributions from pioneers in the field, this volume reflects the international diversity and intellectual richness of luxury brand research today. It offers both theoretical depth and practical insight, making it an essential resource for scholars, postgraduate students, and professionals seeking to understand and shape the future of luxury branding. Part 1: Rethinking Luxury in a Changing World Part 2: The Evolving Luxury Consumer Part 3: International Luxury Marketing Part 4: Service Innovation, Operations, and Financial Strategy in Luxury Part 5: Luxury Identity and Cultural Construction of Meaning Part 6: Strategic Levers for Luxury Brand Growth Part 7: Digital Luxury Futures  

Full Product Details

Author:   Klaus Heine ,  michel phan ,  Ian phau ,  Marie-Cecile Cervellon
Publisher:   SAGE Publications Ltd
Imprint:   SAGE Publications Ltd
Weight:   1.280kg
ISBN:  

9781036235727

ISBN 10:   1036235726
Pages:   680
Publication Date:   26 May 2026
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Introduction - Klaus Heine, Michel Phan, Ian Phau, Marie-Cecile Cervellon, and Eunjo Ko Part 1: Rethinking Luxury in a Changing World: New Challenges and Opportunities Chapter 1: History of Luxury - Eunju Ko Chapter 2: The Luxury Tensions – Navigating Luxury Brands in an Era of Change - Felicitas Morhart and Julia Riedmeier Chapter 3: The Green Revolution: How New Labelling Laws are Redefining Luxury Fashion - Caroline Ardelet Chapter 4: Luxury with a Conscience: Mapping the Next Research Frontier for Ethical Luxury - Eugene Cheng-Xi Aw Chapter 5: Innovative Product and Business Models for Upcycling in Different Luxury Categories - Alice Guzzetti and Roberta Crespi Chapter 6: New Trends of Luxury Consumption in Hard Luxury: Second-Hand and Rental - Marie-Cécile Cervellon and Lindsey Drylie Carey Chapter 7: Managing Second-Hand Luxury - Lam Luong, Géraldine Michel, and Valérie Zeitoun Part 2: The Evolving Luxury Consumer Chapter 8: Aspirers and Connoisseurs - Kong Cheen Lau Chapter 9: Motivation of Luxury Consumption - Kong Cheen Lau Chapter 10: Consumer Emotions and The New Luxury Consumer Journey - Francine Petersen and Adeepan Chakraborty Chapter 11: Leading a luxury brand across generations: Maximising an Intergenerational Inflection Point - Rebecca Robins Chapter 12: Luxury Under Fire: Causes and Expressions of Brand Hate - Douglas Bryson and Glyn Atwal Part 3: International Luxury Marketing Chapter 13: Made in Italy and the Emergence of Female Brands for a Socially Responsible Luxury Identity - Rovai Serena Chapter 14: Luxury Consumption, Well-Being, and Sustainability: Observations in Japan - Ken Kumagai and Kyung Tae Lee Chapter 15: Internationalization of Luxury Brands in China - Sabine Chrétien-Ichikawa Chapter 16: India as a Next Big Opportunity for Global Luxury Market - Sheetal Jain and Preetha Menon Chapter 17: Navigating the Indonesian Luxury Market: Challenges and Opportunities - Patria Laksamana Chapter 18: Conspicuous and Inconspicuous Luxury Consumption in the Emerging Economy of Vietnam - Thi Tuyet Mai Nguyen, Hoang Linh Nguyen, and Bao Ngoc Nguyen Chapter 19: Colombia - Lina Bustillo and Juan Camilo Vallejo Velez Part 4: Service Innovation, Operations, and Financial Strategy in Luxury Chapter 20: Luxury Service Consumption in the Age of Social Media - Jonas Holmqvist Chapter 21: Luxury Brand Hospitality Extensions: Development of a Strategic Framework - Sonja Sperber, Florent Girardin, Matthias Fuchs, and Valentina Clergue Chapter 22: Private Clubs as Luxury Services - M. Deniz Dalman and Junhong Min Chapter 23: Luxury Supply Chain - Ohanès Missirilian and Nathalie O’Mahony Chapter 24: Financial Management in the Luxury Industry - Alexandre Ferragu Chapter 25: From Prestige to Profit: Luxury Financial Management, Returns, and Valuation - Danny Younis Part 5: Luxury Identity and Cultural Construction of Meaning Chapter 26: The Semiotics of Luxury Brands - Anne-Flore Maman Larraufie Chapter 27: Luxury Brands as Socio-Cultural Constructions - J. P. Kuehlwein and Albert M. Muñiz, Jr. Chapter 28: The Brand-Building Canvas: Capturing the Identity of Luxury Brands - Klaus Heine, Glyn Atwal, and Charles A. Lawry Chapter 29: Purpose as Prestige: How Luxury Brands Leverage Purpose-Driven Branding - Klaus Heine, Houssam Jedidi, and Oliver Heil Chapter 30: Compound Luxury Brand Authority: Expanding and Updating a Central Concept - Ben Voyer, Clara Lecerf, and Luca Visconti Chapter 31: Poets and Amateurs: Luxury Branding through Cultural Innovation - Thomaï Serdari Chapter 32: Art Infusion in Luxury: Exploring Influences and Insights - Genesis Chong and Ian Phau Part 6: Strategic Levers for Luxury Brand Growth Chapter 33: Strategic Foundations of Luxury Brands - Anne Michaut Chapter 34: The Role of Price in Luxury - Jean-Noël Kapferer, Oxana Lahbib, and Pierre Valette-Florence Chapter 35: Strategies for Luxury Brand Repositioning, Revival, and Relaunch - Eleonora Cattaneo Chapter 36: Luxury Brand Collaborations - Paul Quencez and Michel Phan Chapter 37: Luxury Brand Extensions: A Review - David Dubois and Allison Hess Chapter 38: Democratization of Luxury - Paurav Shukla, Veronica Rosendo-Rios, and Dina Khalifa Chapter 39: Winning in the Luxury Innovation Game: Mastering the Strategic Moves - Hannes Gurzki, Bettina Herz, and Christof Backhaus Part 7: Digital Luxury Futures Chapter 40: The Use of Social Media Influencers for Luxury Branding - Gwarlann de Kerviler Chapter 41: Virtual Influencers and Streamers of Luxury: Embracing Innovation and Ethics in Tomorrow′s Digital Marketplace - Zhiying Hou and Ian Phau Chapter 42: Generative AI for Luxury Branding - Mathilde Renda-Blanche Chapter 43: The Role of Gamification in Luxury Branding in the Fashion Industry - Minjung Cho, Charles R. Taylor, and Eunju Ko Chapter 44: Luxury Branding in the Metaverse - Kyung Hoon Kim, Miyea Kim, and Qi Jiang Chapter 45: The Application of AI in Luxury Industry - Hao Zhang and Shasha Zhan

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Author Information

Klaus Heine is Professor of Luxury Marketing at emlyon business school and helps companies build high-end brands with a higher purpose. His focus lies on purpose-driven branding, combining consumer psychology with brand identity planning to create the symbolic value and aura of luxury brands. At TU Berlin, he introduced the first luxury marketing course at a German university and conducted Germany’s first millionaire survey on luxury preferences. He has developed multiple master’s programs in branding and emlyon’s first digital program in cooperation with CEIBS. With a strong media presence in Europe and Asia and nearly 100 publications across academic, industry, and conference platforms, he is also active in executive education at emlyon and for companies. He has lectured worldwide, including at ESSEC, IUM, Sogang (Seoul), Tongji (Shanghai), University of Cape Town, and Universidad Pontificia Bolivariana, and has collaborated with global houses including Dior, Hermès, LVMH, Mercedes-Benz, Richemont, and SK-II. Michel Phan is Professor of Luxury Marketing and a former Programme Director of the Master of Science (MSc.) in Luxury Management and Marketing and the Global Doctor of Business Administration (GDBA) at emlyon business school. He has spent many years working in Asia and Paris. Prior to emlyon business school, Michel Phan was Assistant Professor of Marketing and LVMH Chair Professor at ESSEC Business School. His research interests focus on luxury brands’ innovations, social media, customer experience and branding. His research was published in Journal of Brand Management, Journal of Business Research, Australasian Journal of Marketing, Journal of Global Fashion Marketing and Luxury Research Journal, among others. He was also a visiting professor at Zurich University (Switzerland), Cornell School of Hotel Administration (USA), Parsons Paris (France), Sogang Business School (South Korea) and Shanghai International Studies University (SISU) (China). Ian Phau is John Curtin Distinguished Professor at School of Management and Marketing, Faculty of Business and Law. He is also the Director of the Luxury Branding Research Cluster. He continues to maintain a high calibre profile in a wide range of industry sectors, where his extensive industry and research expertise has led to much success. Recent portfolios include LVMH, Shiseido, Prada and IWC. Within these collaborations, his research has focused on country image, luxury branding, brand counterfeiting and piracy, luxury travel and hospitality and luxury experience and well being. His publications appear in the Journal of Business Research, Journal of Advertising, Journal of Advertising Research, European Journal of Marketing, Journal of Retailing and Consumer Services, Journal of Brand Management and Psychology and Marketing, Tourism Management, amongst others. He is the current Editor-in-Chief for the Asia Pacific Journal of Marketing and Logistics (Emerald). Marie-Cécile Cervellon, Ph.D, is Professor of Marketing at EDHEC Business School with a teaching expertise in brand management and luxury marketing (ref. her edublog LYTE @luxury-talents-education.com). Currently, her areas of research encompass two domains (on stream of research, managerial and interdisciplinary). Her research focusses on brand management on social media and influencer marketing. A second stream of research, more conceptual, aims at understanding current trends of consumption such as e-tail, second-hand, local, and ethical consumption. Her research is mostly conducted in hedonic industries (luxury; perfume & cosmetics; fine food; wine & spirits). It is published in major international journals, such as MIT Sloan Management Review, Journal of Business Research, or International Journal of Research in Marketing. She has been quoted in Newsweek, The Financial Times, and New York Times among other press outlets. Marie-Cécile holds a PhD from McGill University, Montreal, Canada. Eunju Ko is a Professor of Fashion Marketing at Yonsei University and Director at the center for Sustainability and Wellbeing. She currently serves as Editor-in-Chief of the Journal of Global Fashion Marketing and President of the ‘Global Alliance of Marketing & Management Associations’. She has organized the ‘Global Marketing Conference’ (Tokyo, Seoul, Hong Kong, Singapore) and the ‘Global Fashion Management Conference’ (London, Florence, Vienna, Paris, Milan). Her Journal of Business Research (JBR) special issue on ‘Luxury and Fashion Marketing’ was the first special issue on ‘luxury fashion marketing’ in any world-class journal. She has received the JBR Woodside Award (2018) and the International Fashion Science Award (2019) for her contributions to the field. Her research interest is digital luxury marketing and sustainable fashion, with over 300 books and journal articles in JBR, JCP, JPIM, EMJ, IJA, etc. Before moving to the academic world, she had worked as a senior business consultant at Samsung Data Systems (SDS).

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