The Future of Luxury Brands
Artification and Sustainability
(De Gruyter, 2022)
EME 1202-2
The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments—the art world, fashion and fine wines including hospitality services—through the dual lenses of sustainability and artification.
From safeguarding human and natural resources to upholding labour rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification—the process by which non-art is reconceived as art—applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases.
This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.
(Description Source: De Gruyter)
Editor
Annamma Joy is the associate dean, Research and a professor of Marketing at UBC Okanagan. Before assuming her position in January 2008, she was a professor of Marketing at Concordia University in Montreal. She is an acknowledged expert on fashion, luxury brands, and art and some of her work has appeared in Financial Times 50 journals such as the Journal of Consumer Research and the Journal of Consumer Psychology.
Her research interests are primarily in the area of consumer behaviour and branding with a special focus on luxury brands, fashion brand experiences, wineries and wine tourism, consumer behaviour in the People’s Republic of China (PRC), and aesthetic consumption. She has been a visiting scholar at The Hong Kong University of Science and Technology, The Hong Kong Polytechnic University, China-Europe International Business School, Shanghai, Lingnan University, Hong Kong, SDA Bocconi, Milan, the Helsinki School of Economics, and Aalto University in Helsinki, Finland.
UBC Library Holdings
How to Purchase this Book
From the Publisher – De Gruyter
From Used-book Sellers – ABE, Amazon, Antiqbook, Biblio, Vialibri
Paper ISBN: 9783110737615
ePub ISBN: 9783110732757
UBC Okanagan Classroom Artwork Project
The University of British Columbia Okanagan Classroom Artwork Project aims to display academically inspiring artwork in classrooms and other teaching areas of the university.
Artwork displayed as part of this project – including the covers of books and journals containing work written or edited by UBCO scholars and researchers – is intended to help enliven university teaching spaces, educate classroom users about the connections between research and teaching, and introduce members of the broader public to some of the research and scholarship carried out at UBCO.
How to Submit Artwork
If you know of other book or journal covers, or other academically inspiring artwork that is connected to work carried out by UBCO artists, scholars or researchers and that is consistent with UBCO’s educational mission, please email your suggestions to classroom.artwork@ubc.ca.
The UBC Okanagan Classroom Artwork Project began in 2019 with support from the Irving K. Barber School of Arts and Sciences. It is now a joint project of UBCO’s Faculties and the Office of the Provost.
Artwork and other images that are a part of this project are displayed solely for educational purposes.