{"product_id":"a-key-asset-in-luxury-what-matters-for-brand-value-creation-von-ramon-bravo-gonzalez","title":"A key asset in luxury. What matters for brand value creation?","description":"\u003cp\u003eAcademic Paper from the year 2021 in the subject Business economics - Supply, Production, Logistics, University of Glasgow, language: English, abstract: This paper seeks to contribute to the existing literature on brand value by identifying the factors that create and preserve brand value in luxury, from both, a consumer and company perspective. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIt seeks to advance luxury research by identifying the determinants of BV that are overemphasized and overlooked. Brand value (BV) is a key asset in luxury. Given the current pressures facing the industry, it is essential to know which consumer- and company-based factors create and preserve BV in luxury. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis paper seeks to answer two research questions: \u003c\/p\u003e\u003cp\u003e1. What are the most important determinants of BV from the luxury industry¿s perspective?\u003c\/p\u003e\u003cp\u003e2. What are the most important company- and consumer-based BV determinants within luxury?\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eTo conduct the analysis, the author adapts Keller and Lehmann¿s Value Chain into a luxury context and then analyzes it statistically using linear modelling (lm). For the statistical analysis, the author builds a dataset using consumer data provided by BAV consulting and complement it with secondary sources including Bloomberg, CSRHub, Dow Jones Sustainability Index (DJSI), Interbrand and company reports. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe results are then subject to expert validation with senior executives and stakeholders from the luxury industry (¿credibility checks¿).\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783346698988\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783346698988","offer_id":40773870518365,"sku":"9783346698988","price":26.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/580b3310-2bdc-422d-b560-a4fcc74d2634.jpg?v=1777090243","url":"https:\/\/shop.autorenwelt.de\/products\/a-key-asset-in-luxury-what-matters-for-brand-value-creation-von-ramon-bravo-gonzalez","provider":"Autorenwelt Shop","version":"1.0","type":"link"}