Marketing Tracks > Track 14: Luxury Brand, Retail & Service Marketing

Track Chair:

• Dr. Chris N OSAKWE, Rabat Business School, UIR, Morocco, christian-nedu.osakwe@uir.ac.ma

Marketing of luxury brands, retail, and services plays an important role in today's competitive market. Luxury brands exemplify exclusivity, craftsmanship, and prestige, and they appeal to discerning consumers in search of superior quality and standing. Luxury Brand, Retail & Service Marketing emphasizes exceptional customer service, and customized experiences beyond the product itself. These elements are crucial because they enable luxury brands to preserve their brand equity, cultivate consumer loyalty, and set themselves apart from mass-market competitors. The study of Luxury Brand, Retail, and Service Marketing is essential because it provides insight into the unique strategies required to appeal to affluent consumers and the complexities of creating exclusive, high-end experiences. Understanding these specialized areas enables businesses to differentiate themselves, foster brand loyalty, and flourish in the highly competitive luxury market.

Potential Topics include but are not limited to the following topics:

• Exploring the Role of Exclusivity and Rarity in Luxury Brand Marketing: A Consumer Behavior Perspective.
• The Influence of Heritage and Brand Storytelling in Luxury Retail Marketing: A Cross-Cultural Analysis.
• Omni-Channel Marketing in the Luxury Industry: Assessing the Integration of Online and Offline Channels.
• The Influence of Social Media on Luxury Brand Image and Consumer Engagement: A Multi-Platform Analysis.

Within RBS 2024 conference, Luxury Brand, Retail & Service Marketing Track will allow researchers, PhD students, and industry experts to present their innovative research, exchange ideas, and foster collaboration on critical problems in the Luxury Brand, Retail & Service Marketing domain and their implications for market growth and consumer well-being. We invite contributions with theoretical, empirical, and conceptual papers, which may address, and which are not limited to Luxury Brand, Retail & Service Marketing.