Search

RESUMO Este artigo aborda as transformações ocorridas nas últimas décadas nos circuitos criativos a partir das intersecções cada vez mais substanciais entre as empresas e a arte, analisando em específico a relação entre a indústria do luxo e a arte contemporânea materializada no Celine Art Project, da grife francesa Celine, pertencente ao conglomerado LVMH. Com um método cruzado entre a história social e a sociologia da arte, este trabalho pretende demonstrar como tem sido recorrente a absorção de artistas pelas casas de luxo como estratégia para incrementar seu capital cultural. Um fenômeno focado no melhoramento simbólico dos produtos e da experiência de compra, suas consequências ainda podem ser percebidas na criação de codependências entre os artistas emergentes e as corporações. ABSTRACT This paper addresses the transformations that have occurred in recent decades in the creative circuits from the increasingly intersections between business and art; analyzing in particular the relationship between the luxury industry and contemporary art materialized in the Celine Art Project, of the French brand Celine, belonging to the LVMH conglomerate. Using a crossed method between social history and art sociology, this work intends to demonstrate how the absorption of artists by luxury houses has been recurrent as a strategy to increase their cultural capital. A phenomenon focused on the symbolic enhancement of products and the shopping experience, its consequences can still be seen in the creation of co-dependencies between emerging artists and the corporations. RESUMEN Este artículo aborda las transformaciones ocurridas en las últimas décadas en los circuitos creativos a partir de las intersecciones cada vez más sustanciales entre las empresas y el arte, analizando en específico la relación entre la industria del lujo y el arte contemporáneo materializada en el Celine Art Project, de la marca francesa Celine, perteneciente al conglomerado LVMH. Con un método cruzado entre la historia social y la sociología del arte, este trabajo pretende demostrar cómo ha sido recurrente la absorción de artistas por las casas de lujo como estrategia para incrementar su capital cultural. Un fenómeno enfocado en el mejoramiento simbólico de los productos y la experiencia de compra, cuyas consecuencias aún pueden ser percibidas en la creación de codependencias entre los artistas emergentes y las corporaciones.

Osim što u osnovnim crtama dekonstruira koncept luksuza, ovaj se rad dominantno bavi tim konceptom u kontekstu konzumerizma. Dajući argumente za i protiv u radu se razlažu i neke etičke norme koje u potrazi za srećom potvrđuju luksuz kao filozofiju čija je primarna zadaća socijalna distanca. Zato o luksuzu ne treba govoriti iz čiste ekonomsko – potrošačke perspektive. On je prvenstveno i sociološko pitanje kroz koje čitamo aspekte identiteta, kulta ljepote i društvenog statusa. Uspoređujući konzumerizam i potragu za srećom, u radu se iznose i primjeri etički diskutabilnih poslovnih poteza kojima je cilj sačuvati reputaciju marke i braniti je pred uskim krugom potrošača, dok istovremeno time pojačavaju žudnju, sanjarenje i želju među onima koji to nisu. Autor se u radu bavi i temom održivosti te sliku koju luksuzne marke žele stvoriti o sebi kao o lideru u tom području potkrepljuje primjerima. Istovremeno se raspravlja i o tome koliko je nova ekološka perspektiva više kontekst odnosa s javnošću nego ono što bi joj trebala biti primarna svrha., Apart from deconstructing the concept of luxury in it’s basic lines, this work dominantly deals with this concept in the context of cosumerism. The paper gives some ethical norms that in search of happiness confirm luxury as a philosophy whose primary task is social distance. Therefore, luxury should not be discussed from a purely economic-consumer perspective. It is primarily a sociological issue through which we read aspects of identity, cult of beauty and social status. Comparing consumerism and the search for happiness, the paper presents examples of ethically disgusting business moves aimed to preserve brand’s reputation and defending it in front of a narrow circle of consumers, while at the same time increasing lust, dreaming and desire among those who are not. The author also deals with the topic of sustainability which supports the image that luxury brands want to create about themselves as a leaders in this field. At the same time, it is debated whether the new ecological perspective is more a context of public relations than what should be its primary purpose.

International audience; While social evaluations have gained prominence in the field of marketing, few studies have investigated how brands strategically mobilize their social evaluations. This study aims to further explore the potential of social evaluations to shed light on brand management processes. Through a qualitative content analysis of 420 unique magazine ads of 36 fine watchmaking brands over a four-year period, we show how brands strategically draw from the distinct repertoires of status, reputation, and legitimacy to signal their social position and increase their appeal to consumers. We find that brands mobilize and combine cues from the three repertoires in different ways and that these variations stem from differences in the brands’ strategic intent and extent of market embeddedness. We discuss the contributions of these findings to the marketing literatures on social evaluations and on the role of advertising in brand building and conclude by outlining avenues for future research.

A qualitative study was conducted with the aim of analyzing luxury brands adaptation concerning the Covid-19 impact on the luxury sector. To this end, luxury brand managers from Lisbon were interviewed as a means to collect insights. Our findings indicate that virtual reality was crucial during the pandemic, as stores were closed, and brands needed to sustain their relationships. Managers enhanced social media as a powerful tool as well. info:eu-repo/semantics/publishedVersion

SummaryAnalysing Greek literary sources together with a selection of preserved ostraka, this article discusses the interrelationships between the prevention of hybris, the perceptions of tyranny, and the purposes of practising ostracism in fifth-century Athens. It will be proposed that the political decisions to organize ostrakophoriai were reactions to the threat posed by hybristic disposition of an individual – hence, ostracism played a role in detecting and punishing one’s motives and intentions. It will also be proposed that luxurious life-style was perceived by the Athenians both as a sign of Medism and of a hybristic disposition characteristic of a would-be-tyrant. Thus, profligate life-styles of political figures might have urged the Athenians to organise ostrakophoriai.

This study explores consumers’ responses to upcycled and recycled luxury products. The authors advocate that luxury brands producing upcycled goods might lead to higher consumer willingness to buy compared to luxury brands producing recycled goods. The reason for this is that consumers might attribute higher feelings of pride and greater novelty to an upcycled good than to a recycled good. When consumers’ environmental concern increases, upcycled goods are better for new luxury brands than for existing ones due to their increased fit with the former, wherein the effect is higher for upcycled goods. Based on findings from three experiments, this research enriches the theoretical understanding of consumer responses to upcycled and recycled luxury products and can help companies to develop strategies to launch such products effectively.

Replication attempt of Study 1 from the original paper by Khan & Dhar (2006).

Unsuccessful replication attempt of Study 1 from the original paper by Khan & Dhar (2006).

This article focuses on a rarely studied aspect of Jean-Jacques Rousseau’s oeuvre: his interest in gardening and more precisely vegetable gardening. Close attention to the text reveals that gardening is part of larger philosophical questions related to private property, luxury, space, education and theatre. Some of Rousseau’s most productive ideas are supported by references to gardening particularly the cultivation of ‘miserable’ beans and ‘prized’ melons. The two plants which were commonly grown in eighteenth-century gardens are at the centre of a philosophical parable in Emile. Beans and melons and their symbolical values fertilise larger questions Rousseau engaged with throughout his life. Although he favoured botany over horticulture, he used kitchen gardens as sites of philosophical experiments.

PurposeThis article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.Design/methodology/approachThis research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.FindingsThis research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.Originality/valueThis article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

How is luxury conceived in a modern and changing world? While luxury is a well-researched area in the domain of consumer goods, research on more consumer-focused forms of luxury is still nascent. Yet today luxury experiences drive the development of luxury markets and inconspicuous, private consumption of luxury is rising. In order to address these developments, this special issue moves beyond conventional understandings of luxury as involving conspicuous status consumption of tangible goods, and focuses instead on how consumers may experience, give, produce, or share luxury, and what luxuriousness implies. The various articles in the special issue addresses topics such as intangible services, hedonic escapes, and everyday pleasures. They also include alternative understandings of exclusivity, and of common goods that have become scarce over time. Together, the articles in the special issue combine to present a broader understanding both of what luxury can be and of what luxury might do for consumers. While previous conventional luxury understanding focus on exclusive status consumption, the different articles in this special issue instead introduce consumer perceptions of luxury for which conventional luxury attributes look markedly or even entirely different.

The starting meta-trend at the basis of this paper is that lifestyles in the city will continue to “Blur” between work and urban leisure. To describe “Blur”, one might say that the integration of technology and increased connectedness into all aspects of life has led to the hyper-availability of content regardless of setting, breaking down the traditional wall of separation between work and home. Behaviours, activities, and categories will increasingly overlap and complement each other. Business categories themselves will cease to exist as such. They will increasingly blur into new blended propositions, beyond linear innovation. In this dynamic context, perceptions of value and the social construction of notions of luxury will continue to translate into people’s willingness to pay a premium, from mass luxury to high end, restructuring consumption dynamics for commodities, consumables and services at brand, innovation and proposition levels. The paper offers extensive analysis of these themes. Presenting an existing tool from a world-class research programme on urban futures plus two proprietary tools developed for the specific purpose of this paper, as based on reflexivity, anecdotal evidence and a rich apparatus of references.

Over the past decades, the luxury sector has been constantly growing; consequently, luxury products have attracted the interest of many scholars. Nevertheless, only recently research has been started to investigate possible relations between luxury and activities in terms of corporate social responsibility (CSR) and sustainability. This development was overdue: as luxury products often act as industry models, a shift towards sustainable luxury can pave the way for more sustainable mass products on a broad scope as well. Thus, a profound understanding of the mechanisms behind the successful combination of luxury and sustainability can provide insights for both enhancing individual firm success and achieving a shift towards more sustainable products, which is desirable from a societal perspective. To foster this research stream, the present paper provides a systematic literature review on luxury and sustainability in a broader sense, which, based on an inductive approach, identifies the various areas covered by existing research. This allows critical reflection of what is still missing in the ongoing discussions and shows where priorities within research have been set. We identify several major blind spots within extant research and discuss possible further research paths to close them.

Research on eighteenth-century female entrepreneurs has not been widely acknowledged beyond specialists, despite repeated calls in the literature on business for more attention to the family and to women. This article employs a new source – trade or business cards, which were themselves new in the eighteenth century – together with a range of other sources, to create biographical sketches of wealthy businesswomen in luxury trades, in order to examine the relationship between business, marriage, and succession for women in highly skilled, highly capitalised trades. Despite legal restrictions on married women, marriage did not mark a hiatus in the careers of these women, who appear to have maintained their businesses regardless of marital status. As widows, they maintained proprietorship decades beyond their sons’ majority. The normality of eighteenth-century women in business has implications for the history of women, of business, and of work more broadly.

The fit between corporate social responsibility (CSR) and luxury is a debated topic and there is limited understanding regarding how the CSR initiatives of a luxury hotel are differently perceived and responded to by customers. The present study analysed the fit between CSR and luxury in China’s luxury hospitality industry by investigating customers’ CSR perceptions as well as their brand attitudes. According to the attribution of CSR motives, this study classified consumers’ four CSR perceptions, including CSR washing, corporate hypocrisy, corporate citizenship, and shared value creation. An experimental study was implemented with 400 luxury customers. It was found that when the CSR information of a hotel was disclosed by advertisements, participants reported stronger perceptions of CSR washing and corporate hypocrisy as well as weaker perceptions of corporate citizenship and shared value creation than when the CSR information was disclosed by media reports. Different CSR perceptions were found to differently influence customers’ brand attitudes. Their brand attitudes were positively influenced by the perceptions of corporate citizenship and shared value creation and were negatively influenced by the perceptions of CSR washing and corporate hypocrisy. In view of this, the present study argued that the fit between CSR and luxury in the hospitality industry is associated with whether consumers perceive CSR initiatives positively or negatively.

Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers. Sitio web de la revista (Consulta: 09-05-2022)

Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most‐used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers. © Bárbara Castillo-Abdul, Ana Pérez-Escoda, Estela Núñez-Barriopedro. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.

In this essay, I argue that the Vienna Genesis influenced future Christian manuscripts by pushing the idea that higher status and holiness were linked. The Vienna Genesis' expensive creation and classically-influenced illustrations, which were seen by some as conspicuous, would be imitated by the Paris Psalter, only differentiating in the subject matter. The Melisende Psalter would take a turn in its style, mimicking Byzantine icons rather than classical works, but it continued the high-cost production and ruler-appealing narrative of King David. And unlike the other two, the Melisende Psalter cements the initial bias, with signs hinting at possible royal/imperial ownership., https://digitalcommons.usu.edu/arth3620_2021/1039/thumbnail.jpg

PurposeThis article investigates the integration between online and offline channels in the internationalization of top luxury fashion brands. It aims at pointing out the main drivers of such integration, comparing the top international markets for the luxury goods sector.Design/methodology/approachThe empirical investigation regards an analysis on secondary data of eight top luxury players in the fashion industry and 12 top international markets for the luxury goods sector.FindingsThis study shows that the integration between physical and online channels is driven by the market rather than by the company strategies. Moreover, it points out that the e-commerce presence of luxury brands is stronger in developed markets, while in emerging markets it is less pronounced. Moreover, the integration between channels is mainly achieved through logistic rather than technological tools.Research limitations/implicationsThis research has major implications. From the perspectives of luxury brands in the fashion industry, it points out the main drivers for integration between online and offline channels and the main differences among international markets.Practical implicationsThis research deliver insights for marketers interested in benchmarking with top leading luxury brand in fashion and to define e-commerce internationalization policies.Originality/valueThe originality of the article regards the joint consideration of two emerging issues for luxury players, e-commerce internationalization and omnichannel strategies.

This paper focuses on distribution strategies in the luxury brand market and digital channels. With the evolution of new technologies and new devices such as smartphones and tablets, companies that operate in the high-value market started to embrace digital channels as a part of their distribution strategies.However, little research has been done regarding luxury brand companies and the new distribution patterns available online.By analysing the distribution strategies implemented online by well-known luxury brand companies, this paper aims to demonstrate that companies operating in the luxury brand market have overcome their scepticism about the use of digital technologies for selling products via online channels.In fact, thanks to the new digital technologies luxury firms are able to recreate online the same distribution models available offline, thereby responding effectively to new consumption patterns and the needs of luxury brand consumers.JEL codes: M30, M31

The present research considers the effect of using relatively more abstract versus concrete language on consumers' attitudes toward a luxury product and their willingness to buy it. More specifically, the present research investigates the moderating role of brand prominence on the effect of using abstract versus concrete language on consumers' responses. The results of two experiments demonstrate that abstract language leads to higher product attitude and willingness to buy compared to concrete language when brand prominence is low but not when it is high. Implications of this research for theory and practice as well as its limitations are discussed.

Purpose From a supply chain perspective, counterfeiting is only part of a wider phenomenon defined as “illegitimate trade,” which includes supply chain infiltrations, factory overruns, gray and parallel markets, retail service counterfeiting and shoplifting. Although different forms of illegitimate trade can be observed, companies address them mainly through legal action, overlooking other counterstrategies such as technology adoption, supply chain integration and communication campaigns. This paper aims to understand which illegitimate trade phenomena are the most common and damaging to high-end fashion firms, identifying the counterstrategies that companies leverage the most and assessing the effectiveness of the counterstrategies. Design/methodology/approach A survey was conducted to address the above-mentioned research goals. It was targeted at Italian high-end fashion companies and 112 usable questionnaires were collected. Findings Empirical evidence shows that the most common illegitimate trade events are pure counterfeiting and parallel/gray markets. Various forms of illegitimate trade can co-exist and are correlated, but each of them calls for a targeted bundle of countering strategies. A synergic relationship among strategies is also observed. Originality/value This paper addresses the issue of counterfeiting and illegitimate trade with a holistic approach, highlighting the necessity of an interfunctional approach within the company as a condition for effectively countering these problems.

The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is losing its elitist and exclusive character. The aim of this paper is to explore the changes in luxury brand marketing and to introduce the emergence of a new branding philosophy – Mass Prestige brands. The concept of Mass Prestige brands emerged as a response to luxury losing its elitist character, and it was intended to combine elements of luxury brand values perception with mass-market strategies. The key question of the discussion presented in this article is whether the values included in the luxury brand perception model fit Mass Prestige brand value perceptions, and if so, to what extent. Personal (“luxury for oneself”) and social (“luxury for others”) value dimensions of luxury brands were taken into consideration and confronted with the principles of Mass Prestige strategies. As a result, a modified version of the model was proposed that includes only the elements that are relevant to the buying motives of newly rich consumers seeking Mass Prestige brands. Rynek dóbr luksusowych jest poddany dramatycznym zmianom wynikającym z rosnącej zamożności społeczeństw w skali globalnej. Dobra dawniej niedostępne stają się osiągalne dla wielu nowych segmentów konsumenckich, skutkiem czego luksus zaczyna tracić swój elitarny i ekskluzywny wizerunek. Celem tego artykułu jest zobrazowanie zmian w marketingu dóbr luksusowych i przedstawienie nowej filozofii brandingu – koncepcji masowej marki prestiżowej. Koncepcja ta powstała jako odpowiedź na zmiany w postrzeganiu dóbr luksusowych jako unikatowych, rzadkich i niedostępnych, a jej podstawowym założeniem jest połączenie elementów strategii marki luksusowej z koncepcją szerokiego dostępu, przy zachowaniu prestiżowego wizerunku marki. Pytanie badawcze brzmi: czy i w jakim stopniu model opisujący kluczowe wartości w postrzeganiu marek luksusowych jest adekwatny do strategii masowych marek prestiżowych. Pod uwagę wzięto zarówno płaszczyznę społeczną („luksus aby zaimponować innym”) jak też płaszczyznę indywidualną („luksus dla siebie”). W wyniku analizy zaproponowano zmodyfikowany model wartości i motywów, jakimi kierują się konsumenci poszukujący masowych marek prestiżowych.

Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially in a market increasingly saturated with counterfeit substitutes. By following a Baudrillardian perspective, we focus on fashion objects in the “branded luxury” category to problematize the sanctity of the authentic/counterfeit distinction. We argue that marketing literature generally attempts to normatively maintain and impose the distinction in ways that obscure the complexities of this conceptual interplay. We posit that instead of normative accounts that attempt to sanctify the extant orders of global capitalist markets, literature on luxury consumption should instead recognize the excess of meaning in the semiotic interplay of commodified authentic/counterfeit meanings. Any view of morality in luxury consumption should thus recognize “ambivalence” and “seduction” as its intensive qualities.

The objective of the present research is to examine the relationship between consumer’s perception of Firm of Origin (FOO) of a company and the equity they associate with the brand. FOO is related to the importance consumers attribute to human dimension of a company. Brand equity (BE) is conceptualised as a three-dimensional construct including brand awareness/associations, perceived quality and brand loyalty. In order to investigate the relationship between brand equity and FOO, a FOO scale was developed and validated. Then, a survey was undertaken using a convenience sample. The questionnaire used to collect data included two categories of brands: convenience and luxury brands. The relationship between BE and FOO was examined using multivariate analysis of variance. In addition, the impact of FOO has been investigated on consumers’ intention to purchase the brand products. Results indicate that brand equity varies with the importance associated with FOO. This is true for both luxury and convenience brands, and FOO affects each driver of BE, namely brand awareness/associations, perceived quality and brand loyalty. The principal contribution of this study is that it demonstrates empirically a positive relationship between the human dimension of the firm (FOO) and brand equity. The people considered are those placed at every level in the organisation: entrepreneurial, managerial and operational.

In the medieval Byzantine world, owning and displaying luxury objects was a common way to communicate status. As one of the most affluent, diverse, and economical societies in the late classical and early medieval periods, Byzantium saw swift introduction of precious luxury objects into its mainstream material culture.

[spa] Se ha propuesto que la causa de la conquista del reino de Mauritania en época de Calígula fuera el deseo de explotar algunos recursos naturales, considerados de lujo. Analizamos los datos aportados por las fuentes literarias y epigráficas. Concluimos que la explotación de estos recursos, por si sola, no puede considerarse la causa de la conquista. [eng] It has been proposed that the cause of the conquest of the kingdom of Mauritania in Caligula's time was the desire to exploit some natural resources, considered luxury. We analyze the data provided by literary and epigraphic sources. We conclude that the exploitation of these resources, by itself, cannot be considered the cause of the conquest.

En este artículo se estudian los efectos de las marcas low-cost y de las marcas de lujo en los hábitos de consumo en la sociedad occidental. Por un lado, existe un grupo de consumidores que desea emplear su dinero del mejor modo y por otro lado, existe otro grupo de la sociedad que demanda productos y servicios cada vez más personalizados y exclusivos. Este fenómeno está provocando un cambio en la percepción colectiva en torno al precio, obligando a las marcas a reforzar su posicionamiento y su propuesta de valor para fortalecer la lealtad hacia la marca y así mantener la rentabilidad de la compañía. Pero pese a lo que pueda parecer, las marcas de lujo y low-cost comparten planteamientos estratégicos: ambas se esfuerzan en dar valor añadido para desbancar a la competencia y en poner en el centro de su estrategia al consumidor para construir el universo de su marca. This article studies the impact of low-cost brands and luxury brands in consumer habits in the Western society. On the one hand, there is a group of consumers who want to use their money the best way they can, and on the other hand, there is another group that demands personalized and exclusive products and services. This phenomenon is caused by a change in price perception, making brands reinforce their positioning and value proposition to strengthen client loyalty and maintain business profit figures. Contrary to what one might think, luxury brands and low-cost ones share strategic approaches: both try to add value to oust the competition and place the consumer in a central position so as to build their brand universe.

Este trabajo explora las relaciones comerciales entre empresas y artistas-celebrity. Se basa en una colaboración y aportación de valores de manera simbiótica, siendo su objetivo el aumento de ventas por ambas partes. Mediante este análisis, se profundiza en las diferentes relaciones que empresa y artista-celebrity establecen entre sí y las estrategias constituidas en base a la transferencia de conceptos de la figura del artista-celebrity a una serie de productos comerciales generados específicamente para dicho fin. De esta manera se analiza la bibliografía existente de diversas disciplinas, contraponiéndolas para crear una línea discursiva que las aúne a todas. Las aplicaciones teóricas presentadas en la investigación se ilustran utilizando casos prácticos para ejemplificar las diversas formas en que se manifiestan dichas relaciones This work aims at exploring the existing commercial relationships between companies and celebrity artists. The main relationship is a symbiotic collaboration seeking an increase in sales to both parties. In the present analysis, the different relationships that the company and the artist-celebrity establish with each other, and the strategies established based on the transfer of concepts from the figure of the artist-celebrity to a series of commercial products generated specifically for this purpose are explored. Also, the existing bibliography across various disciplines is analyzed, contrasting them to create a discursive line to brings them all together. The theoretical applications presented in this research are illustrated using practical cases to exemplify the various ways in which these relationships are manifested

En este artículo se analiza la propuesta platónica de «la ciudad sana» o «la ciudad de cerdos». Se trata de mostrar que la exaltación que hace Platón del ideario primitivista es ambigua, pues la seriedad con que se lo toma no está exenta de cierta ironía, y que es compleja, pues sus razones a favor de una vuelta a «una vida primitiva» conviven con poderosos motivos antiprimitivistas en su filosofía. Se propone interpretar el sentido de su propuesta de una imaginaria vida primitiva austera, sencilla y pacífica como una alternativa a algunos de los males de su civilización que mayor descontento le producían.

The present state of the world is in flux. Globally, communities and individuals are experiencing tremendous change, instability, transition, mobility, and uncertainty. Amidst this tenuous future, how are artists, designers, and educators responding? How can we prepare and strengthen our future through pragmatic or theoretical means? What is the role of design, the designer, and design education in such pronounced states of flux? It is with this desire to examine, question, and propose new insights into the current global state of flux that we present our journal. The authors consider the contemporary landscape from diverse perspectives and offer speculations and insights in pedagogy, student development, design education, entrepreneurship, economics, design systems, globalization/localization, sustainability, commercial media, sociology, and design practice/ industry. Resumen El estado actual del mundo está en movimiento. A nivel mundial, las comunidades y las personas están experimentando cambios tremendos, inestabilidad, transición, movilidad e incertidumbre. En medio de este tenue futuro, ¿cómo responden los artistas, los diseñadores y los educadores? Cómo podemos preparar y fortalecer nuestro futuro a través de medios pragmáticos o teóricos? ¿Cuál es el papel del diseño, el diseñador y la educación del diseño en estados de flujo tan pronunciados? Es con este deseo de examinar, cuestionar y proponer nuevos conocimientos sobre el estado actual de flujo global que presentamos a nuestra revista. Los autores consideran el paisaje contemporáneo desde perspectivas diversas y ofrecen especulaciones y perspectivas en pedagogía, desarrollo estudiantil, educación de diseño, emprendimiento, economía, sistemas de diseño, globalización / localización, sostenibilidad, medios comerciales, sociología y práctica / industria del diseño. Resumo O estado atual do mundo está em movimento. Globalmente, comunidades e pessoas estão experimentando mudanças tremendas, instabilidade, transição, mobilidade e incerteza. Em meio a esse futuro tênue, como artistas, designers e educadores respondem? Como podemos preparar e fortalecer nosso futuro através de meios pragmáticos ou teóricos? Qual é o papel da educação em design, design e design em estados de fluxo tão pronunciados? É com esse desejo que examinamos, questionamos e propomos novos conhecimentos sobre o estado atual do fluxo global que apresentamos ao nosso periódico. Os autores consideram a paisagem contemporânea a partir de perspectivas diversas e oferecem especulações e perspectivas em pedagogia, desenvolvimento de estudantes, educação de design, empreendedorismo, economia, sistemas de design, globalização / localização, sustentabilidade, mídia comercial, sociologia e prática / design.

Purpose The purpose of this paper is to identify the motives for posting or sharing food photos using social media, focussed within the context of fine dining (FD) restaurants. Design/methodology/approach Ethnographic fieldwork was conducted in France by combining analysis of qualitative diary research and transcripts of focus group discussions. Findings The motivation to take food images can be broadly categorised according to experiential (hedonism, altruism and passion collecting) and symbolic (social status, uniqueness, self-esteem and self-presentation) benefits. Research limitations/implications This research is limited by its relatively small sample size and the inability to consider the direct influences of demographic variables and attitudes to FD and social media. Moreover, the cultural context of the study needs to be considered as the study took place in France. Practical implications User-generated images are increasingly an integral aspect of the holistic dining experience. Luxury restaurants need to leverage the opportunities of user-generated content. The FD experience needs to be visually captured and expressed. This can include both tangible and intangible attributes. Originality/value Although the literature has provided a comprehensive overview of social media behaviour, the efficacy of a gastronomic perspective is limited. To the authors’ knowledge, this is the first study to investigate consumer-generated postings of images of food within the luxury restaurant classification.

This research investigated how the use of a prominent versus subtle branding strategy and status consumption affect consumers’ intention to buy luxury products across emerging and mature markets. To this end, an experimental study with consumers in India (emerging market) and the United States (mature market) was conducted. The results suggest that Indian (but not U.S.) consumers with a higher status consumption tendency are more willing to purchase prominently branded luxury products than subtly branded ones. On the other hand, U.S. (but not Indian) consumers with a lower status consumption tendency are more willing to purchase subtly branded luxury products than prominently branded ones. The paper discusses these findings, highlights their contribution to luxury research, and illustrates their practical value for luxury companies interested in targeting mature and emerging markets.

This article explores the notion of deeper luxury, which insists that ‘real’ luxury should involve sustainable practices in the production and consumption of luxury goods. It traces historical and recent developments in the field of fur to understand the implications, uncertainties and ambiguities of luxury’s confrontation with sustainability. Considering fur in relation to future standards for luxury products, we raise questions about moral problematization and justification of luxury in terms of sustainability. We first examine the encounter of luxury with sustainability and explain the significance of the notion of ‘deeper luxury’. After taking stock of the impact of sustainability on luxury and various directions in which sustainable luxury is evolving, we discuss concepts of sustainable development in relation to the history of moral problematization of luxury. This leads to the case of fur as material used to establish social distinctions from at least medieval times to the present and subject to moral condemnation and controversy. Our case inquiry reviews recent research projects and industry initiatives that seek to determine whether fur can be seen as sustainable or not. The article discusses whether fur is about to lose or reclaim its legitimacy in an era of sustainable luxury, and concludes with reflections on depth and sustainable luxury.

Medicine and the pharmaceutical industry have a long and rich history of events. The transition from magic to modern medication was gradually achieved over thousands of years of evolution. Ambroise Pare, a French anatomist and surgeon from the 16th century, stated that it was very simple: “The doctor cares, God heals.” The medical-industrial complex appears to grow much faster than the economic power. And this is because the system is oriented not only by the demand, but also by doctors who play a double role. They offer medical services and, at the same time, they control their need (demand). Along with human and technological evolution, in some countries of the world, medicine can be inaccessible, perhaps untouchable or it is even considered to be a luxury. In this case, luxury is presented in the form of rationality that draws the medical world at various congresses, where the only words that can characterize the event are: the performance, high-class, luxury and international reputation of the doctors or of the speakers. This article briefly outlines the results of a qualitative marketing research among medical congress organizers-social events where high-quality marketing blends nicely with the quality of modern medicine news and perspectives, thus forming a clearer picture of the tradition and the priorities of topics chosen for medical events. The result of the research is reflected in the sketch of a program of such an event in Romania, combining the high scientific performance with social elements that can significantly increase the attractiveness of such a manifestation. In order to obtain a conclusive feedback, a useful tool is also developed and accessible to the organizers. The bibliography supports theoretically the concepts with which it operates (event marketing, the significance of high-class professional performance and the specific coordinates of the medical sector).

Applying a concept such as “ luxury” to Roman Antiquity poses specific methodological problems, as there is no equivalent word in Latin. Using three descriptions of “ barbarians” in the Correspondence of Sidonius Apollinaris (the nuptial pompa of Ricimer, the public and private table of Theodoric, and the wedding procession of Sigismer) we will show that it is possible, though with necessary caution, to project the idea of “ luxury” on the late Roman world. At different times and under very different circumstances, luxury can sometimes be controlled in the manner of a Roman aristocrat, at other times be evidence of a balance of power that is no longer to the Empire’s advantage., L’utilisation de la notion de «luxe » pour l’Antiquité romaine pose des problèmes méthodologiques spécifiques, ce mot n’ayant pas d’équivalent en latin. On montrera, à partir de trois descriptions de «barbares » dans la Correspondance de Sidoine Apollinaire, comment on peut tenter de rétroprojeter, mais non sans précaution, le concept de «luxe » dans le monde romain tardif : la pompa nuptiale de Ricimer, la table publique et privée de Théodoric, et le cortège nuptial de Sigismer. À quelques années d’écart et dans des circonstances bien différentes, le luxe peut tantôt être maîtrisé à la manière d’un aristocrate romain, tantôt être le signe d’un rapport de forces qui n’est plus à l’avantage de l’Empire., Chauvot AlainChauvot Alain. Luxus et pompa. La notion de luxe d’après trois portraits de « barbares » dans la Correspondance de Sidoine Apollinaire. In: Ktèma : civilisations de l'Orient, de la Grèce et de Rome antiques, N°43, 2018. Luxe et richesse dans l'Antiquité et à Byzance. pp. 57-76.

International audience; Lost in translation: When luxury consumption reveals temporarly expatriated consumer's cultural adjustment tothe United Arab EmiratesThis article considers the behavior of temporarly expatriated consumers in the luxury market in the UnitedArab Emirates as an indicator of their acculturation process. It studies the influence of the length of expatriationon luxury consumption. Results of both qualitative and quantitative studies conducted on French temporarlyexpatriated consumers show that temporarly expatriated consumers initially experience a “honeymoon” phase,followed by a “peripheral adjustment phase” phase in which the distance to the local market diminishes as theexpatriation lasts.; Cet article envisage le comportement sur le marché du luxe du consommateur temporairement expatrié auxÉmirats Arabes Unis comme un révélateur de son processus d’acculturation. Plus particulièrement, il étudie l’in-fluence de la durée d’expatriation sur la consommation de produits de luxe. Au terme de deux études (qualitativeet quantitative) conduites auprès de consommateurs français expatriés, il montre que ces derniers font d’abordl’expérience d’une phase de « lune de miel », avant d’entrer dans une phase d’« ajustement périphérique » pen-dant laquelle la distance au marché se réduit au fur et à mesure de l’expatriation.

Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels.

В статье освещены основные вопросы формирования института роскоши в праве исламских государств. Описаны генезис понятия «роскошь» в зависимости от исторических и правовых реалий на территории исламского права, а также влияние шариата на правовую культуру общества.The article highlights the main issues of the formation of the institution of luxury in the law of Islamic States. The author's team describes the Genesis of the concept of luxury depending on the historical and legal realities in the territory of Islamic law, and also describes the impact of Sharia on the legal culture of society.

Der Wertschöpfungszuwachs des globalen Konsums wird zunehmend von knappen, begehrten Imaginationsprodukten gespeist. Entsprechend wächst die Bedeutung der Rolle derjenigen Zuschauer, die an der Verwertung solcher Imaginationsprodukte teilnehmen; deshalb das gestiegene Interesse an der besonderen Kompetenz der Amateure. Vier Kernkompetenzen werden am historischen Beispiel von fünf Pariser Kunstamateuren des frühen 18. Jahrhunderts identifiziert, und dann auf eine zeitgenössische Kunstsammlerin übertragen. Schließlich wird die Relevanz des „Amateurismus“ für eine zukünftige, digitalisierte Überschusswirtschaft erörtert., Beiträge zur Verbraucherforschung

RESUMEN: Desde años atrás el concepto de lujo ha ido modificando su esencia, primero por el desarrollo de la sociedad, segundo porque las tendencias cambian con el paso del tiempo. No hace mucho tiempo el concepto de lujo iba asociado a alto standing o precios elevados. Mientras que hoy en día, se entiendo como servicios o recuerdos que nos aportan una experiencia o disfrute únicos, o bien elementos de un alto precio como pueden ser joyas o vestidos. Uno de los principales sectores a los que recurre la gente es el turismo de lujo, aquel que es asociado a la alta calidad o alto coste. El turismo de lujo está creciendo respecto a años atrás, él cambio en la manera de comunicarse, la ética y la sostenibilidad están creando un concepto de lujo diferente y lo que se ha puesto de moda es vivir experiencias únicas que poder contar y ponerlas en boca de los demás, ya sea a través del canal tradicional de amigos y familiares, o en redes sociales como instagram, facebook.. El objetivo de este trabajo es analizar la oferta hotelera de lujo que existe en India, o bien mostrar sí los clientes quedan satisfechos en su visita a estos hoteles. Para apreciarlo de una manera objetiva, ha sido necesario analizar las experiencias que aportan significado al turismo, como puede ser la cultura o la gastronomía. Una vez analizada la satisfacción, el trabajo pasa por identificar los hoteles de 5 estrellas existentes en India, mediante el empleo de la web Booking se han encontrado 487 hoteles. En segundo lugar precisa el empleo de la web Trivago para consultar las valoraciones de los clientes, estas valoraciones se centran en aspectos de calidad globales. Para poder analizar las valoraciones se ha utilizado la metodología Rasch además del programa Winsteps (se ha utilizado en su formato gratuito por lo que la muestra alcanza 75 hoteles y 25 ítems como máximo). En los resultados obtenidos se ha obtenido una jerarquización de los aspectos valorados, siguiendo un orden de mayor a menor satisfacción. Para los clientes hospedados en los hoteles de lujo en India los atributos de calidad mejor puntuados son la limpieza y la ubicación, mientras que los menos valorados son la comida y el desayuno. ABSTRACT: For years the concept of luxury has been changing its essence, first due to the development of society, secondly because trends change over time. Not long ago the concept of luxury was associated with high standing or high prices. While today, it is understood as services or souvenirs that give us a unique experience or enjoyment, or high-priced items such as jewelry or clothing. One of the main sectors that people turn to is luxury tourism, one that is associated with high quality or high cost. Luxury tourism is growing compared to years ago, the change in the way of communicating, ethics and sustainability are creating a different concept of luxury and what has become fashionable is living unique experiences that can be told and put in the mouth from others, either through the traditional channel of friends and family, or on social networks such as instagram, facebook ... The objective of this work is to analyze the luxury hotel offer that exists in India, or to show whether customers are satisfied when visiting these hotels. To appreciate it in an objective way, it has been necessary to analyze the experiences that add meaning to tourism, such as culture or gastronomy. Once satisfaction has been analyzed, the work involves identifying the existing 5-star hotels in India. Through the use of the Booking website, 487 hotels have been found. Secondly, it requires the use of the Trivago website to consult customer evaluations, these evaluations focus on global quality aspects. In order to analyze the evaluations, the Rasch methodology has been used in addition to the Winsteps program (it has been used in its free format, so the sample reaches 75 hotels and a maximum of 25 items). In the results obtained, a ranking of the assessed aspects has been obtained, following an order from highest to lowest satisfaction. For clients staying in luxury hotels in India, the highest rated quality attributes are cleanliness and location, while the least valued are food and breakfast. Grado en Administración y Dirección de Empresas

A partir de fuentes notariales -cartas dotales, testamentos, codicilos, inventarios de bienes, tasación, adjudicación a herederos- se traza la biografía de doña Leonor Rodríguez de Fonseca y Toledo, marquesa de Campotéjar, así como el lujo y devoción que le acompañaron en vida. Lujo manifiesto por el mobiliario mueble, textil, plata y joyas de que disfrutó, y devoción por las pinturas religiosas, esculturas y oratorio privado que, además de ornar su residencia, muestran su indudable fervor religioso. Signos externos plenamente compatibles para dar a conocer la riqueza que se posee, expresar el rango elevado, refinado gusto y declaración inequívoca de piedad devota. Todo ello un buen ejemplo de otros muchos títulos de Castilla residentes en la Villa y Corte en pleno Siglo de Oro From notarial sources -dot cards, testaments, codicils, inventories of goods, valuation, award to heirs- the biography of doña Leonor Rodríguez de Fonseca y Toledo, Marquise de Campotéjar is traced, as well as the luxury and devotion who accompanied him during his lifetime. Luxury manifested by furniture, textiles, silver and jewelry that he enjoyed, and devotion to religious paintings, sculptures and private oratory that, in addition to adorning his residence, show his undoubted religious fervor. External signs fully compatible to make known the wealth that is possessed, express the high rank, refined taste and unequivocal declaration of devout piety. All this a good example of many other titles of Castilla residents in the Villa and Court in the middle of the Golden Age

It is not surprising that in his Study of Thomas Hardy, which is an early statement of what were to be some of his central themes, Lawrence dwelt at length on the notion of excess. For this was the focus of a cardinal recognition. Lawrence was deeply affected by Hardy’s sense of the inhuman scale of life in which humanity ultimately has its being. As a late-Victorian agnostic, Hardy had come to see humanity itself as an excess, as an unnecessary life form thrown up by the evolutionary process...