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More on Luxury Anti-Laws of Marketing

In: Luxury Marketing

Author

Listed:
  • Vincent Bastien
  • Jean-Noël Kapferer

Abstract

Zusammenfassung In 1989 Ford bought the Jaguar brand, symbol of British luxury worldwide, endowed with heritage, status, glamour, prestige, almost a cult brand with iconic models, for 2.2 billion dollars. Nine years later, on March 26th 2008, after having spent 6 billion dollars [15], Ford sold it to the Indian conglomerate Tata, along with another mythical British brand – Land Rover – for 2.3 billion dollars. As Land Rover brand was estimated at 2.5 billion dollars, it means that Jaguar brand was just given for free: meanwhile it had lost its pricing power, its glamour and was still not profitable. Surely there are many causes of such a failure: a brand turn over is a difficult endeavor.

Suggested Citation

  • Vincent Bastien & Jean-Noël Kapferer, 2013. "More on Luxury Anti-Laws of Marketing," Springer Books, in: Klaus-Peter Wiedmann & Nadine Hennigs (ed.), Luxury Marketing, edition 127, chapter 2, pages 19-34, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-4399-6_2
    DOI: 10.1007/978-3-8349-4399-6_2
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    Cited by:

    1. Andreas Hinterhuber & Stephan M. Liozu, 2018. "Thoughts: premium pricing in B2C and B2B," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 301-305, August.
    2. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    3. Soo-Haeng Cho & Xin Fang & Sridhar Tayur, 2015. "Combating Strategic Counterfeiters in Licit and Illicit Supply Chains," Manufacturing & Service Operations Management, INFORMS, vol. 17(3), pages 273-289, July.
    4. Ajitha, S. & Sivakumar, V.J., 2017. "Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 103-113.
    5. Jennifer Kunz & Stephanie May & Holger J. Schmidt, 2020. "Sustainable luxury: current status and perspectives for future research," Business Research, Springer;German Academic Association for Business Research, vol. 13(2), pages 541-601, July.

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