Description

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This is one of the first textbooks to explore the research process within the specific context of luxury brand management. It adopts a case-rich approach, informed by original research, to guide the reader through the various stages of the research process from conception to completion and application.

Beginning with a summary of past and present research in the field of luxury, the book then outlines the fundamental principles of research, paying particular attention to representativeness and contextualisation, before guiding readers through the intricacies of research design. Further topics include the nature of data in the field of luxury, the research challenges facing luxury practitioners, quantitative and qualitative research methods for luxury brand management specialists, analytical techniques, and guidance for presenting and applying research findings within the luxury environment. Real-world examples and case studies are provided in each chapter, and the book rounds off with some review challenges and problem-solving exercises to facilitate self-learning.

Research Methods in Luxury Management is essential reading for postgraduate and advanced undergraduate courses in luxury brand management, luxury marketing and luxury strategy. It will also be a useful tool for practitioners and problem-solvers within and beyond the luxury industry.

About the Author

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Michael J.G. Parnwell is Professor Emeritus of East Asian Studies at the University of Leeds, UK. His academic background is in development studies, sustainability and tourism, and he has taught research methods for over 20 years, including at Goldsmiths, University of London, the University of Leeds, the University of Hull and the Macau Institute of Science and Technology, and in Thailand, Vietnam and Cambodia.Kelly Meng is the programme director for the MA in Luxury Brand Management at Goldsmiths, University of London, UK. Kelly has previously held senior managerial positions with leading international companies in the retail and luxury industries. Kelly is also author of South African Business in China: Navigating Institutions (Routledge, 2022).