The Sage Handbook of Luxury Brand Management and Marketing

The SAGE Handbook of Luxury Brand Management is the essential guide to understanding, managing, and innovating in the global luxury market. The Sage Handbook of Luxury Brand Management and Marketing is the definitive reference for understanding the evolving world of luxury branding. Bringing together leading scholars and industry experts from around the globe, this comprehensive volume explores the foundations, innovations, and future directions of luxury marketing in a rapidly changing global landscape. Spanning seven thematic parts, the handbook covers everything from the psychology of luxury consumption and international branding strategies to digital transformation, sustainability, and cultural innovation. It traces the historical roots of luxury marketing while addressing contemporary challenges such as ethical sourcing, second-hand markets, AI-driven personalization, and the rise of experiential and purpose-driven luxury. With contributions from pioneers in the field, this volume reflects the international diversity and intellectual richness of luxury brand research today. It offers both theoretical depth and practical insight, making it an essential resource for scholars, postgraduate students, and professionals seeking to understand and shape the future of luxury branding. Part 1: Rethinking Luxury in a Changing World Part 2: The Evolving Luxury Consumer Part 3: International Luxury Marketing Part 4: Service Innovation, Operations, and Financial Strategy in Luxury Part 5: Luxury Identity and Cultural Construction of Meaning Part 6: Strategic Levers for Luxury Brand Growth Part 7: Digital Luxury Futures