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Monaco Symposium on Luxury: from Tradition to Innovation – April 10th and 11th, 2014




Luxury is alive and well. Indeed, if there is one sector that is currently buoyant, it is, surprisingly, the luxury goods sector. Expecting to generate more than 230 billion Euros in worldwide sales in 2014, all luxury industries are experiencing strong annual growth in terms both of value and volume. Over the last two decades, the luxury industry has greatly expanded, with the appearance of new luxury brands in emerging countries and new types of brands such as certain holiday destinations (e.g. Mauritius and Seychelles islands) airlines (e.g. luxuryairjets) and luxury resorts (e.g Small Luxury Hotels of the World, myboutiquehotel). Practitioners and researchers are interested in the increasingly complex behaviour of luxury goods consumers, giving rise to new concepts and research models. The situation is further complicated by fierce competition, heightened by the practice of counterfeiting, which can tarnish the image and profitability of luxury brands. In addition, fast growing emerging topics, such as sustainable luxury, deserve greater attention both for practitioners and researchers.

The Monaco Symposium on Luxury is jointly organised by INSEEC and the International University of Monaco and will he held on April 10th and 11th, 2014 at the Meridien Beach plaza Hotel. 

The objective of the congress is to bring together international scholars and practitioners from different disciplines and different countries working to advance knowledge on luxury marketing. We invite papers from academics of all disciplines and from practitioners with experience and points of view on luxury. Papers may be based on, but are not limited to, the following:

  • Luxury brand management (brand equity, brand personality, brand extensions, etc.).
  • The effects of celebrity endorsement of luxury brands.
  • The role of sponsorship in luxury marketing strategies.
  • New online forms of communication in the luxury industry.
  • Mastige and extensions of luxury brands.
  • Social responsibility in the luxury industry.
  • Incorporation of technology into the luxury industry.
  • Development of scales related to luxury branding
  • Product design and innovation management in the luxury business
  • Customization and digital processing of luxury brands
  • Customer relationship management in luxury brand industries
  • Marketing communications in the luxury industry
  • Measuring dimensions of consumer value perception of luxury brands
  • Using brand personality and media personality to promote luxury products and brands.
  • Culture and international market segmentation for marketing luxury brands and products
  • Luxury products and aging.
  • Interpersonal influences and purchase intention of luxury products
  • Genuine and counterfeit luxury goods in the age of internet
  • Marketing luxury products through social media
  • Consumer centered and experiential view of luxury products
  • Pricing luxury goods and services
  • Luxury retailing
  • Using internet to promote luxury products
  • Advertising and luxury product and services
  • Sustainable Luxury
  • Luxury and counterfeiting strategies in luxury brand management.
  • Characteristics of luxury consumers.
  • Profiles and motivations of counterfeit goods consumers.
  • Luxury fashion marketing


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