Welcome to VijayKittu.com

Luxury Fashion Consumption and Branding in the Affluent Market

Book Chapter

Authors: Theodore Tarnanidis, Evridiki Papachristou, Michail Karypidis, Vijaya Kittu Manda

DOI: http://doi.org/10.4018/979-8-3693-7535-8.ch008

Book Name: Cross- Cultural Perspectives on Luxury Marketing

ISBN: ISBN13: 9798369375358; ISBN13 Softcover: 9798369375365; EISBN13: 9798369375372

Publisher: IGI Global

Editor(s): Theodore Tarnanidis

Book Chapter Number: 8

Publication Date: October 4, 2024

Pages: 161 to 172

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: The aim of this chapter is to analyze brand names and their potential impact on consumer behavior when making luxury fashion purchases. Secondary research was carried out to investigate this issue by analyzing the results of older and modern studies available in foreign language bibliography. The theoretical issue of brand management in luxury fashion marketing was examined in the first section. According to the literature review, brand building is a demanding process that requires the consideration of many critical parameters. A thorough understanding of the target audience and a commitment to maintaining the brand's exclusivity, quality, and popularity are necessary for luxury marketing and branding. Creating a strong emotional connection is a priority for the strategy's focus on brand name factors. After that, we will talk about consumer behavior and the most significant trends in the luxury fashion market for affluent consumers.

Google Scholar Link | Research Gate Link

Cite in APA format

Cite in IEEE format

Cite in Vancouver format

Research works citing this work..

A Comprehensive Overview of the Evolving Fashion Industry Landscape Through the Embracing of AI and Generative Artificial Intelligence Technologies
Varun Kesavan, Aruna Polisetty
Revitalizing Slow Fashion: Examining Consumer Shifts and Retail Strategies Toward Sustainability and Ethical Production
Thandayuthapani S.P. ThirumoorthiP. Elantheraiyan
Education and Consumer Awareness
S. C. VetrivelP. VidhyapriyaV. P. Arun
Discovering the patterns of Slow Fashion consumption in the rich market
Theodore Tarnanidis; Michail Karypidis; Vijaya Kittu Manda; Stamatoula Bilali; Evridiki Papachristou
Eco-Friendly Packaging Effect on the Future of Consumer Shopping Habits by Mediation of Consumer Awareness in Retail Industries in the Horn of Africa
Shashi KantFikeralem TomaTafese NiguseMetasebia Adula
Conceptualizing E-Government Development Index as an Indication of Eco-Friendly Operation in the United Kingdom and Ireland
Muhammad Younus; Halimah Abdul Manaf; Andi Luhur Prianto; Andi Muhammad Zachary Vhilbar
Circular Economy in the Fashion Industry: Key Factors Driving the Shift to Slow Fashion
Catarina Sequeira, Ana Pinto Borges, Elvira Vieira, Margarida Rodrigues / Source Title: Sustainable Practices in the Fashion and Retail Industry
Revitalizing Slow Fashion: Examining Consumer Shifts and Retail Strategies Toward Sustainability and Ethical Production
S. Thandayuthapani, P. Thirumoorthi, P. Elantheraiyan / Source Title: Sustainable Practices in the Fashion and Retail Industry
Digital marketing and AI integration with robotics for the fight against racism in football: A cross-cultural investigation
Theodore Tarnanidis
Optimizing Neural Network Models for Customer Behavior Analysis Using Fuzzy DBSCAN and Hopfield Networks
Usharani Bhimavarapu
Green Entrepreneurial Marketing for Global Smart Fashion Consumer Products With the PROMETHE Method
Theodore Tarnanidis; Michail Karypidis; Vijaya Kittu Manda; Stamatoula Bilali; Eurydice Papachristou
Sustainable Development and Climate Change in Global Marketing
Satya Subrahmanyam
Continuous Learning Effect on Co-Branding by Mediation of Cross-Cultural Adaptability in the Horn of Africa
Shashi Kant (Bule Hora University, Ethiopia) and Aynetu Terefe (Bule Hora University, Ethiopia)
Ethical and Sustainable Co-Branding in the Luxury Industry: Strategies for a New Era of Symbolic Value and Corporate Responsibility
Noelia Araújo Vila; Lucía Rubio-Escuderos / Source Title: Co-Branding Strategies for Smart Luxury Products
Challenges and Risks in Co-Branding Smart Luxury Products
Venkatesh Ganapathy / Source Title: Co-Branding Strategies for Smart Luxury Products
Green Branding: Sustainable and Ethical
J. Vidhya (Saveetha School of Management, Saveetha Institute of Medical and Technical Sciences, India), Benita. S. Monica (Saveetha School of Management, Saveetha Institute of Medical and Technical Sciences, India), and Shanthi Venkatesh (Loyola Institute of Business Administration, Madras University, India) / Source Title: Sustainable Branding, Cultural Intelligence and Co-Marketing
Continuous Learning Effect on Co-Branding by Mediation of Cross-Cultural Adaptability in the Horn of Africa
Shashi Kant (Bule Hora University, Ethiopia) and Aynetu Terefe (Bule Hora University, Ethiopia)
Advanced Co-Branding Strategies for Smart Luxury Products: A Multi-Criteria Decision-Making Approach Using Neutrosophic Sets
Ajoy Kanti Das (Tripura University, India), Nandini Gupta (Bir Bikram Memorial College, India), Takaaki Fujita (Independent Researcher, Japan), Suman Das (National Institute of Technology, Agartala, India), Carlos Granados (Universidad de Antioquia, Colombia), Bijoy Krishna Debnath (Tezpur University, India), and Rakhal Das (ICFAI University, Tripura, India)
Co-Creation, Co-Marketing, and Co-Branding Strategies for Smart Luxury Digital Ecosystems
Anuradha Yadav (REVA University, India), Vijaya Kittu Manda (PBMEIT, India), Theodore Tarnanidis (International Hellenic University, Greece), and Ahmad Salman Farid (STAIN Mandailing Natal, Indonesia)
Luxury AI and IoT as the New Artisans of Exclusivity Leading to Hyper-Personalisation
L. B. Muralidhar (Jain University, India), R. Shilpa (RJS Institute of Management Studies, India), N. Sathyanarayana (Jain University, India), Y. Santhosh (Jain University, India), and V. S. Vainik (Jain University, India) / Source Title: Technology-Driven Market Transformations for Digital Fashion and Smart Luxury
Ethical and Sustainable Co-Branding in the Luxury Industry: Strategies for a New Era of Symbolic Value and Corporate Responsibility
Noelia Araújo Vila; Lucía Rubio-Escuderos
Challenges and Risks in Co-Branding Smart Luxury Products
Venkatesh Ganapathy (ICFAI Business School, ICFAI Foundation for Higher Education, Bangalore, India)
Luxury Brands in the Real Estate Sector in Portugal: Understanding the Relationship Between Brand and Consumer Loyalty
Joana Ferreira Borges (Polytechnic Institute of Viana do Castelo, Portugal & Universidade de Santiago de Compostela, Spain), Manuel Serra Fonseca (Polytechnic Institute of Viana do Castelo, Portugal & UNIAG, Portugal), Paula Oliveira (Polytechnic Institute of Viana do Castelo, Portugal), and Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave, Portugal)
Mind, Machines, and Marketing: The AI-Powered Science of Influence and Ethical Engagement
Amrita Baid More (Medi-Caps University, Indore, India) and Arpan Shrivastava (Institute of Business Management and Research, IPS Academy, India) / Source Title: Adapting Global Communication and Marketing Strategies to Generative AI
Exploring the Role of Diversity and Inclusion in Leadership Development Programs: A Conceptual Model
Muhammad Junaid Ahsan (Peter Faber Business School, Australian Catholic University, Australia) and Muhammad Haseeb (Universita Degli Studi Gabriele d'Annunzio Chieti Pescara, Italy) / Source Title: Diversity and Inclusion-Driven Marketing for Multicultural Marketplaces
Gen Z's Approach to Digital Challenges and Ethical Engagement
2025 / Kumari, Archana; Rani, Jyoti / Source Title: Diversity and Inclusion-Driven Marketing for Multicultural Marketplaces
Engaged Marketing in a Multicultural World: Harnessing Localization, Diversity, and Inclusion for Authentic Brand Connections
2025 / Makkar, Manpreet Kaur; Panesar, Ashwani / Source Title: Diversity and Inclusion-Driven Marketing for Multicultural Marketplaces
Artificial Intelligence-Driven Seasonal Consumption Forecasting and Resource Allocation Optimization in Luxury Brand Marketing
January 2026 / Jialu Wang / Conference: DECS 2025: 2025 2nd International Conference on Digital Economy and Computer Science
Chatbots in Banking: Transforming Customer Interaction and Service Efficiency Through AI
17Apr2025 / S Singh, B Sharma, Y Awasthi / Book Chapter / Source Title: Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing | Copyright: © 2025 | Pages: 22 | DOI: 10.4018/979-8-3373-0528-8.ch018
Examining the Interplay of AI-Driven Sustainability and Consumer Trust in Luxury Fashion Purchasing Decisions
June 2026 / Jagadishwar Reddy Reddygari / International Journal of AI, Big Data, Computational and Management Studies / Volume 7, Issue 2, PP 383-390, 2026

Back to Research Publications and Edited Books