I want to rewrite about a luxury brand and I need it from the same book in APA refrance and the same writer
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201609091642371__literature_review___1_.docx
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SUMMARY OF PROJECT REQUIREMENTS
LITERATURE REVIEW REQUIREMENTS
Literature Review
Structure/Contents
Key Points Required
Relevant title chosen
Concise and descriptive
All headings and sub-headings included and
appropriately numbered
Page numbers correspond to review contents
Introduction
Topic introduced & research context described
Purpose of your research explained
Use of relevant literature sources
Structure of Literature Review outlined
Body
Literature sources relevant to the research topic
discussed and properly referenced
Literature review is a synthesis rather than a simple
descriptive list of sources
Review is properly sequenced and coherent
Good organisation of ideas/topics
Headings and Sub-Headings are effectively used
Paragraphs should not be too long
Conclusion
Summary of most important points
REFERENCING
Majority of sources are current, credible and
published (avoidance of internet sources)
APA Method used
Follow minimum referencing requirements
Correct in-text referencing
Correct structured and formatted Reference List
Professional-looking report (formatting, layout, etc.)
with title page
Review is organised and well structured
Typed at 1½ line spacing, font size should be 12 in
Times New Roman or Arial Font
Page numbers included
Word Limit followed (2000 words +/- 10%)
TITLE
TABLE OF CONTENTS
REPORT PRESENTATION AND
FORMATTING
-1-
Introduction
A luxury brand is a unique mark of prestige. It entails brand names which
manufacture luxury goods regarded to be of high quality, very expensive. Moreover,
it is consumer and identity oriented linked with status or style. Luxury brands area
considered as selective and exclusive, yielding the power to make people feel more
attractive when dressed in a particular brand (Veblen, 2000). The discussion’s main
objective therefore, is to take a deeper look into the concept of luxury brands, its role,
influence, dynamics, value, and most importantly the social effects these products or
services have on men and women.
Luxury brands traditionally have been more important to women than to men.
One article by Alessandro Brun and Cecilia Castelli gives relevant information on this
issue. According to them, while some associate luxury with products containing
precious materials, others links it to a particular lifestyle associated with the
privileged choice (Brun, & Castelli, 2013). For many women and men, luxury
products influence their existence; it’s an expression of style and wealth. On the other
side, it has been noted that for some, especially women with a taste for luxury brands
tend to be wasteful and may even end up spending all their savings in an attempt to
keep up with their lifestyles.
Another article written by Kapferer and Pierre, how luxury labels continue to
grow but still manage to remain desirable. The authors note that luxury demands a
high price amongst its consumers (Farrell, & Tammy, 2013). So, they grow because
people want to buy these ‘dreams’ associated with these brands (Kapferer, &
Florence, 2016).
Therefore, a large number of women purchase luxury goods as a way of buying into
their dreams and fulfilling a desire. However, if one places their fulfillment on the
ownership of such brands, not being able to meet their set goals may create a deep
feeling of insufficiency (Hieke, 2010). In this example the impacts may be both
positive and negative.
‘Luxury consumption factors’ is an article written by Melica Husic and Muris
Cicic, which mentioned the luxury market concentrating on the underlying
dimensions of luxury shopping. The majority of the consumers who bought expensive
and exclusive items were mainly an attempt of differentiating themselves (Husic, &
Cicic, 2009). Image and impression left on others while consuming prestige brands is
their main driving force thus rather than positively lifting their sense of self-worth, it
has encouraged negative attributes such as pride and perception amongst others
therefore, promoting a negative, materialistic social culture (Husic, & Cicic, 2009).
The Arab woman’s perspective by Baker Alserhan and Daphne also starts an
interesting discussion. It takes a look at the ideas of self-expression amongst Arab
women in the United Arab Emirates and their consumption practices (Alserhan,
Halkias, Boulanouar, Dayan, & Alserhan, 2012). No woman should depend on any
product to feel a certain way about themselves. The article reflects the women in
society who value product quality which may be judged on the basis of the
experiences received while using these products. This encourages women to use these
products as boosters and not depend on them for validation (Alserhan, Halkias,
Boulanouar, Dayan, & Alserhan, 2012).
Another article on luxury brands takes a look at attitudes loyalties towards
brands whereby the consumer’s descriptions conformity is a strong predictor of brand
attitude and loyalty (Liu, F., Dick, & Soh, 2012). Personality conformity looks at how
a perceived brand personality relates to their personalities whereas user imagery
conformity looks at a consumer’s perception of the typical use of a brand and the
appropriate situation of use. These findings are true because there are existing
stereotypes in society whereby, particular brands are considered appropriate for
specific occasions. It may be a positive aspect because many women now have an
idea of the appropriate clothes to wear to various functions. Formal wear has for a
long time been monopolized by specific brands (Yang, & Mattila, 2014).
Moreover, Celso de Matos, Cristiana Ituassu, and Carlos Rossi look at another
funding factor which is the consumer’s attitudes towards counterfeits, whether or not
they have ever purchased counterfeit material, the price-quality conclusion, and their
personal satisfaction (Matos, Trinidade, Carlos, & Rossi, 2007). This article
discourages the consumption of counterfeits. However some women frown upon
counterfeits, it has offered a leeway for those without financial capability to purchase
the original products to at least get to have a ‘false ‘sense of ownership therefore
achieving some sense of satisfaction from it.
Additionally, another article on consumer behavior by Nancy D. and AlbersMiller takes a look into why people purchase illegal goods. It analyses factors such as
fraud, shoplifting and counterfeiting amongst others (Nancy, & Miller, 1999). Women
with weak financial backgrounds, some who can’t be able to purchase the original
goods often choice to such measures, either purchasing the shoplifting.
The concept of luxury brands by Klaus Heine also looks into the general
background of branding and analyzes various theories in an attempt to further
understand this issue. Furthermore, he takes a look at the historical background and
offers a similar understanding to the rest (Heine, 2011). A large percentage of women
purchase luxury goods to validate themselves to the rest of the society and as a means
of improving their self-esteem. While for some it may have a positive effect, it may
encourage a false sense of beauty amongst others. It is clear that women are mostly
affected by the branding issue and the need to purchase such luxurious goods and
while it may have its benefits it may also have its limitations.
Conclusion
The discussion has without a doubt, given a wide analysis into the concept of
luxury brands and offers great insight into the topic. It clarifies why people would buy
counterfeit products over the luxury brand products. It also outlines how these brands
often improve one’s image, it is very important for individuals to accept themselves
the way they are without seeking validation or fulfillment from such luxurious labels.
Also, the brands should only be a source of enjoyment and not be used as a source of
perception.
Author
Research question
Hieke Sophie
Alessandro &
Kapferer &
Melika &
Cecilia
Pierre
Muris
Effects of
The nature of
How do luxury
Consumption
counterfeits on
Luxury
brands grow yet
factors
luxury brands
remain
desirable?
Major idea
People who do
Luxury ranges
idea that luxury
Exclusivity of
not afford the
from high-end
brands sell are
owning rare
originals prefer
motor vehicles,
the dreams
goods, for
counterfeits.
perfumes,
attached to their
validation
designer clothes
names.
among others.
Similarities-
The majority of
People’s idea of
Many love the
What was
differences
the women who
luxurious living
prestige and
common in all
could not afford
is able to afford
recognition
the articles is
to buy luxury
and enjoy
which are
that brands
brands opted for everything nice
associated with
yield the power
counterfeits.
these brands.
of making
that life has to
offer.
people feel
sophisticated
and powerful.
Author
Alserhan, Daphne,
Fang, Li,
Fang, Li,
Nancy
Aisha & Ahmad
Dick& Soh
Dick& Soh
Research
Self-expression
Brand
Attitudes
Decisions to
question
through brands. An
attitude and
towards
purchase
Arab woman’s
loyalty
counterfeits
counterfeits
Arab women focus
A brand’s
Depended on
Price and
more on a care
effectiveness
financial
risks
product’s quality
determines its stability
rather than its
loyalty level
perspective.
Major findings
perceived stature.
Similarities/
Many women tend to
Notably, this
Was also
It has been a
differences
express themselves
cut across the
common in
prevalent
through certain brand
board. The
some of the
issue in most
names.
majority of
articles. They
of the other
the brands are are not held
judged based
in high regard
on their
but at the
quality and
same time,
other
some prefer
standard
them due to
levels.
the cheap
cost.
articles.
Author
Heine
Farrell &
Yang &
Tammy
Mattila
Veblem
Research
Explanation
Knowledge on
Joint effects of
Conspicuous
question
and definition
consumer brand
product type o
consumption as
of luxury
perceptions.
the consumers
a function of
attitude toward
social class.
products.
their luxury
products.
Major findings People refer to
Rated
There are those
Luxury
many products
perceptions of
who prefer
products
as a luxury but
the luxury
luxury
determine an
to other they
goods are
hospitality
individual’s
are not.
highly rated as
brands
social class
compared to the
counterfeits of
the same
Similarities-
It is common in
It is a prevalent
It has been
It has been a
differences
other articles.
issue in many
noticed in other
prevalent issue
articles
articles.
in most of the
articles.
References
Alserhan, B., Halkias, D., Boulanouar, A., Dayan, M., & Alserhan, O. (2012).
“Expressing herself through brands: The Arab woman’s perspective”, Journal
of Research and Marketing and Entrepreuership Vol 17(1) 36-53
Brun, A., & Castelli, C. (2013). The nature of Luxury: a consumer perspective.
International Journal of Retail & Distribution Management. Vol.41.
De Matos, C., Trinidade, C., Carlos, I., & Rossi, A. (2007). “Consumer Attitudes
Towards Counterfeits: A Review and Extension”,. Journal of Consumer
Marketing. Vol.24
Hieke, S.( 2010). “Effects of counterfeits on the image of luxury brands : An
empirical study from the customer perspective”, Journal of Brand
Management Vol 18, 159 – 173
Husic, M., & Cicic, M.,(2009). “Luxury consumption factors”, Journal of Fashion
Marketing and Management: An International Journal. Vol.13
Heine, K. (2011). The Concept of Luxury Brands.
Kapferer, J., & Florence, P., (2016). “Beyond Rarity: The paths of Luxury DesireHow Luxury Brands Grow Yet Remain Desirable”, Journal of Product &
Brand Management. Vol. 25
Liu, F., Dick, L., & Soh, M., (2012). Self-Congruity, Brand Attitude, and Brand
Loyalty: A Study on Luxury Brands. European Journal of Marketing. Vol.46.
Nancy, D., & Miller, A. (1999). Consumer Misbehavior: Why People Buy Illicit
Goods. Journal of Consumer Marketing. Vol.16
…
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