Philipp Nikolaus Kluge. Marketing Luxury Goods Online

Transcription

1 Philipp Nikolaus Kluge Marketing Luxury Goods Online PL ACADEMIC RESEARCH

2 Contents Figures XIX Tables XXIII Abbreviations XXV Symbols. XXVü 1. Introduction Motivation Objectives of manuscript Outline of manuscript 7 2. The Concept of Luxury Constituent characteristics of luxury goods Excellent quality High-end price Rarity Aesthetics Heritage Superfluousness Motives for buying luxury goods Introduction Perfectionist: highest quality Hedonist: pleasure and self-reward Veblenian: status 19 xm

3 2.2.5 Snob: uniqueness Bandwagon: affiliation Gift-giving Marketing Mix of Luxury Goods Product Management of luxury goods Introduction Product strategy Objectives Strategie direction Product-mix Product design Function Aesthetics Packaging Add-on services Branding Pricing of luxury goods Introduction Strategy Analysis Decisions Implementation Communication of luxury goods Introduction Objectives Audience Message Instruments Advertising Public relations Events 63 XIV

4 Sponsoring 64 3.^.5.5 Direct marketing Sales promotion Integrated communication mix Budget and monitoring Distribution of luxury goods Introduction Distribution strategy Objectives Channel length: retail and wholesale distribution Channel width: selective and exclusive distribution Store-level decisions Location Store format Store atmosphere Merchandising Service level Online Marketing-Mix of Luxury Goods The Internet and luxury Online product management Online suitability of luxury goods Online product-mix Online product display Online add-on services Online price management Cross-channel price discrimination Online price discounts Online price communication Online communication Online communication and luxury 103 XV

5 Benefits of online communication Concerns about online communication Conclusion: the online communication imperative Online communication Instruments Website Search engine marketing Online advertising Social media marketing (SMM) Online distribution Online distribution and luxury Benefits of online distribution Concerns about online distribution Conclusion: the online distribution challenge Online störe formats Monobrand online störe Multibrand online retailers Multi-channel Integration Expert Interviews - Online Distribution Method Results Attitudes towards online distribution Preserving brand luxury online Conclusion Iheory and Hypotheses - Effects of Online Accessibility Introduction Socio-economic theory (Neo-) classical economic theory Snobbism Veblenian theory 154 XVI

6 6.3 Social-psychological theory Commodity theory Uniqueness theory Naive economic theories Reactance theory Hypotheses development Online accessibility, scarcity, and desirability Online accessibility, transaction convenience, and willingness-to-buy Conclusion Experiment 1 - Online Accessibility Method Sample: 183 high-income individuals from Germany Procedure: self-administered online survey Scenario: Website of high-end watch brand Vaupre Manipulation: online accessibility Measurement scales Pre-testing Results Preliminary analyses Manipulation check Confirmatory factor analysis Hypotheses testing Structural equation modeling Analysis of variance Conclusion Experiment 2 - Online Accessibility and Price Display Method Sample: 142 luxury insiders from USA 186 XVU

7 Procedure of qualification test Qualification criteria Results of qualification test Final sample Procedure: self-administered online survey Scenario: Website of high-end writing Instruments brand Vaupre Manipulation: online accessibility and price display Measurement scales Pre-testing Results Preliminary analyses Manipulation check Confirmatory factor analysis Hypotheses testing Structural equation modeling Analysis of variance Conclusion Conclusion Conceptual findings Specificities of marketing luxury goods Online marketing-mix for luxury goods Empirical findings Limitations and future research directions Managerial implications 216 References 221 Appendix 265 xvin