Social media and digital marketing are on the rise for consumer brands, and luxury brands are beginning to step into this space as well. For luxury brands, special consideration is required when employing social media communications. Luxury brands are known for establishing special and long-term relationships with the consumer, unlike common brands.
In this article, luxury brand marketing strategies are discussed by a variety of international scholars from different disciplines and different countries. The authors discuss social media and digital marketing as it pertains to luxury brand research, theories, and practices. Their article also includes eleven research papers which are valuable for marketers and researchers. This article, combined with marketing strategies for common brands, will make the marketer better prepared to kick off campaigns at any level!
Ko, E., Phau, I., & & Aiello, G. (2016). Luxury brand strategies and customer experiences: Contributions to theory and practice.Journal of Business Research, 69(12), 5749-5752.https://doi-org.ezproxy.snhu.edu/10.1016/j.jbusres.2016.04.170
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