Management of a luxury brand: Dimensions and sub-variables from a case study of LVMH

Raye Carol Cavender, Doris H. Kincade

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


Purpose: The purpose of this paper is to develop industry specific operational definitions for marketing dimensions and sub-variables in the luxury goods industry that will contribute to the growing body of company-based research on luxury brand management. Design/methodology/approach: Case study of a leading luxury goods conglomerate provides operational definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and analysis of variables, measures, relationships, and patterns that emerged throughout the study of the sample company. Findings: Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade-offs, and strategic planning, and their associated sub-variables, were identified in the review of literature and were analyzed, adapted, and enumerated according to findings from the case study. Research limitations/implications: Results limited to the study of one sample company. Common themes were identified in the management of a luxury brand that can be used by researchers to study other luxury companies. Practical implications: Variables and measures for luxury brand management were identified throughout the review of literature and verified throughout the case study as being instrumental in brand management success of a leading luxury goods conglomerate and may be relevant to other luxury companies aiming to hone their brand management strategies. Originality/value: Luxury goods research is increasing in prominence, but the majority of this research is consumer-based. This research contributes to the growing body of company-based luxury research.

Original languageEnglish
Pages (from-to)231-248
Number of pages18
JournalJournal of Fashion Marketing and Management
Issue number2
StatePublished - May 2014


  • Brand management
  • Case study
  • Luxury goods

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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