Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 13: Communicating luxury brands through stories

Luca M. Visconti

Abstract

Luxury brands have undertaken extensive use of storytelling in order to positively affect brand perceptions, stimulate positive WOM, lead customer advocacy, and persuade. This chapter identifies three distinct stages: (1) story-making, (2) storytelling, and (3) story-receiving, which follow the progression of a story from its provider (the luxury brand) to its receiver (the luxury customer). For each stage, the chapter reviews relevant literature and identifies core concepts holding theoretical and practical relevance. It also traces three promising avenues for future research. From an epistemological perspective, the chapter covers contributions from Consumer Psychology, Consumer Culture Theory, Media Studies, and Structural Narratology

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