Nana GrigoryantsKulturbasierte, nutzenorientierte Repositionierung von Luxusmarken

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Due to the increasing dynamics and complexity on the demand and supply side luxury manufacturers need to continuously adjust their brand management to the environment. Especially in times of economic recession, it is essential to differ from the competition and to remain unique in the perception of the consumer. The economic crisis of 2008/09 led to changes in consumer behavior resulting in a discrepancy between the trend towards the "discreet luxury" in Western industrial nations and the "conspicuous luxury consumption" in Eastern European countries.

The study examines whether the regional differences in the luxury brand consumption caused by the economic crisis can be traced to cultural aspects. The culture-specific benefit perception and evaluation of the image of luxury brands are analyzed in Germany and Russia. On this basis, a repositioning analysis of the luxury brand ESCADA is carried out by taking into account the preferences of the target group in Germany and Russia.

The link of luxury brand management with consumer research, cultural research and positioning research is an important advantage of the present work. Interdisciplinary insights are gained through the combination of these research areas. Thus, the present study is a starting point for discussions about the influence of the culture-specific benefit perception on the global image evaluation of luxury brands.

Ihr Werk im Verlag Dr. Kovač

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