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Is CRM for luxury brands?

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Hugues Cailleux
  • Charles Mignot

Abstract

Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefits of the " lifelong customer value" approach, beyond building the social prestige of their names. This paper develops "why" luxury brands need to apply CRM systems and "what" they could achieve by doing so, and addresses "how" this could be applied with the necessary adaptations if these brands wish to keep their luxury status intact.

Suggested Citation

  • Jean-Noël Kapferer & Hugues Cailleux & Charles Mignot, 2009. "Is CRM for luxury brands?," Post-Print hal-00493179, HAL.
    • Handle: RePEc:hal:journl:hal-00493179
    DOI: 10.1057/bm.2008.50
    as

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    Citations

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    Cited by:

    1. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    2. Liu, Xia & Shin, Hyunju & Burns, Alvin C., 2021. "Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing," Journal of Business Research, Elsevier, vol. 125(C), pages 815-826.
    3. Mandler, Timo & Johnen, Marius & Gräve, Jan-Frederik, 2020. "Can’t help falling in love? How brand luxury generates positive consumer affect in social media," Journal of Business Research, Elsevier, vol. 120(C), pages 330-342.
    4. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    5. Michaela Merk & Géraldine Michel, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Post-Print hal-02045833, HAL.
    6. Klaus-Peter Wiedmann & Franziska Labenz & Janina Haase & Nadine Hennigs, 2018. "The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 101-118, March.
    7. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    8. Merk, Michaela & Michel, Géraldine, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Journal of Business Research, Elsevier, vol. 102(C), pages 339-352.
    9. Xuemei Bian & Sadia Haque, 2020. "Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 438-451, July.

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