Uncovering “theories‐in‐use”: building luxury wine brands
- 1 March 2004
- journal article
- Published by Emerald in European Journal of Marketing
- Vol. 38 (3/4), 446-466
- https://doi.org/10.1108/03090560410518648
Abstract
Despite the high profile of many international luxury brands, little is known about the processes by which these brands are created and how their market position is maintained. Research and practitioner experience suggests that these brands focus on building abstract, “timeless” images or dreams. However, no systematic research has been carried out on the processes and strategies of luxury marketers. Based upon case studies in the luxury wine trade, this research sought to uncover the tacit processes underlying the creation and maintenance of luxury wine brands. Results highlight that luxury brands are a complex combination of dedication to product quality, a strong set of values, tacit understanding of marketing, a focus on detail, and strategic emergence.Keywords
This publication has 26 references indexed in Scilit:
- Book ReviewsAdministrative Science Quarterly, 2003
- Aura: Aesthetic Business CreativityConsumption Markets & Culture, 2002
- Cost Economies and Economic Impacts of Pricing and Product Mix Decisions in Premium Table Wine WineriesJournal of Wine Research, 2001
- Consuming luxury brands: The relevance of the ‘Rarity Principle’Journal of Brand Management, 2000
- Brands without boundaries – The internationalisation of the designer retailer’s brandEuropean Journal of Marketing, 2000
- Rethinking Market Research: Putting People Back InJournal of Marketing Research, 1997
- Organizational Learning: A Theory of Action PerspectiveReis: Revista Española de Investigaciones Sociológicas, 1997
- ErratumEuropean Journal of Marketing, 1991
- Building Theories from Case Study ResearchAcademy of Management Review, 1989
- Personal Knowledge: Towards a Post-Critical PhilosophyBritish Journal of Educational Studies, 1959