The paper initially defines and elaborates the concept of luxury partner-brand from theoretical sources in luxury and co-branding, suggesting that a luxury partner brand is a self-expressive brand with the highest perceived quality and a super-premium price, positioned in brand alliance as a...

This paper initially defines and elaborates the conception of luxury partner brand from theoretical sources in luxury branding, conspicuous consumption, co-branding and semiotics. It is suggested that a luxury partner brand is a self-expressive brand with the highest perceived quality and a...

Luxury brand architecture is a structure for organizing the luxury brand portfolio either as a branded house, a house of brands or intermediate brand leverage positions such as sub-brands and endorsed brands. This paper identifies the problem areas and research gaps in the complex luxury brand...

This paper introduces and discusses the psychological notion of implicit luxury brands as opposed to explicit and high visibility luxury brands. Not only does implicit luxury brand management demand a different approach to brand identity management, but also requires a more subtle understanding...

This paper discusses the different reasons why customers are prepared to pay a higher price for luxury goods in general, and outlines ten specific pricing insights in particular. In addition, it articulates important themes for future research in the field of luxury brand management