Luxury Publications

Academic Journals

  • Heine, K. and Phan, M. (2016) Authenticity and Prestige: What Luxury Brands could learn from the Wine Industry? Luxury Research Journal, Vol. 1, No. 2., pp. 177-190.
  • Heine, K. and Gutsatz, M. (2014) Luxury Brand Building in China: Eight Case Studies and Eight Lessons Learned. Journal of Brand Management (21 November 2014).
  • Heine, K. and Berghaus, Benjamin (2014) Luxury Goes Digital: How to Tackle the Digital Luxury Brand-Consumer Touchpoints. Journal of Global Fashion Marketing 5(3): 223-234.
  • Petersen, F.E., Heine, K. (2013) When Do Consumers Indulge in Luxury? Emotional Certainty Signals When to Indulge to Regulate Affect. Marketing ZFP / Journal of Research and Management , Vol. 35, Issue 2, pp. 79-90.
  • Heine, K., Phan, M. (2013) A Case Study of Shanghai Tang: How to Build a Chinese Luxury Brand. Asia Marketing Journal , Vol. 15, Issue 1, pp. 1-22.
  • Phan, M., Thomas, R., Heine, K. (2011) Social Media and Luxury Brand Management: The Case of Burberry. In: Journal of Global Fashion Marketing, Vol. 2, Issue 4, pp. 213-222.
  • Heine, K., Phan, M. (2011) Trading-Up Mass-Market Goods to Luxury Products. In: Australasian Marketing Journal, Vol. 19, Issue 2, pp. 108-114.
  • Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys by Viral Participant Acquisition. In: The Electronic Journal of Business Research Methods, Vol. 8, Issue 2, pp. 132-145, read online.
  • Heine, K. (2010) The Personality of Luxury Fashion Brands. In: Journal of Global Fashion Marketing, Vol. 1, Issue 3, pp. 154-163.
  • Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. In: The Electronic Journal of Business Research Methods, Vol. 7, Issue 1, pp. 25-38, read online.

 

Academic Conferences

  • Eisenberg, M., Heine, K. and Phan, M. (2016) The Luxury Brand-building Canvas. Proceedings of the Global Marketing Conference 2016 at Hong Kong, pp. 236-236.
  • Phan, M., Heine, K., Temime, A. and Porte, E. (2016) Luxury start-up: Oxymoron or reality? The tales of two luxury start-ups. Proceedings of the Global Marketing Conference 2016 at Hong Kong, pp.1507-1515.
  • Heine, K.; Phan, M.; Massarini, M.; He, J. (2015) Managing country‐of‐origin effects for luxury brand building in China. Presented at the Global Fashion Management Conference, Florence, June 25-28, abstract published in proceedings.
  • Herm, S., Möller, J. & Heine, K. (2014) Endorser’s Body Posture as an Antecedent of (Luxury) Brand Personality Perception. Presented at the Global Marketing Conference, Singapore, July 15-18, full article published in proceedings.
  • Bellini, N., Heine, K., Rovai, S. & He, J. (2014) Are Chinese Consumers Ready for Chinese Luxury Brands? Presented at the Global Marketing Conference, Singapore, July 15-18, abstract published in proceedings.
  • Heine, K., Heil, O. (2014) What Can We Learn from Chinese Luxury Brands? Presented at the 2014 Global Fashion Management Conference, London, February 13-15.
  • Heil, O., Heine, K. (2014) The CHANCE-Criterion: Forecasting New Product Success. Presented at the 2014 Global Fashion Management Conference, London, February 13-15.
  • Heine, K. (2012) Building up a Chinese Luxury Brand: The Case of Shanghai Tang. Presented at the 2012 Fall Korea Marketing Conference, Seoul, October 12-13.
  • Heine, K. (2012) The Identity of Luxury Brands. Presented at the IBA International Conference on Marketing, Karachi, Pakistan, 6 May.
  • Heine, K. (2011) Is Science Luxury Marketing?: Lessons Learned from Marketing the “The Concept of Luxury Brands”. Presented at the ITÜ-TUB Joint Conference, Berlin, 12 January.
  • Phan, M., Thomas, R., Heine, K. (2011) Luxury Brand Revitalization through Social Media, Presented at the KAMS Fall Conference, Seoul, 19 November.
  • Heine, K., Kübrich, K., Phan, M. (2010) The Definition of Luxury Products by their Constitutive Characteristics. Presented at the KAMS Fall Conference, Seoul, 27 November.
  • Heine, K., Trommsdorff, V. (2010) Dimensions of the Luxury Brand Personality. Proceedings of the Global Marketing Conference, Tokyo, 9-12 September, pp. 453-465.
  • Heine, K., Trommsdorff, V. (2010) The Universe of Luxury Brand Personality Traits. Presented at the Global Marketing Conference, Tokyo, 9-12 September, p. 439.
  • Heine, K. (2010) A Theory-based and Consumer-oriented Concept of Luxury Brands. Presented at the In Pursuit of Luxury Conference, London, 18 June.
  • Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys. Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies, Madrid, 24-25 June, pp. 183-193.
  • Heine, K. (2010) The Luxury Brand Personality Traits. Proceedings of the 6th Thought Leaders International Conference in Brand Management, Lugano, 18-20 April.
  • Heine, K., Trommsdorff, V. (2010) Practicable Value-Cascade Positioning of Luxury Fashion Brands. Proceedings of the 9th International Marketing Trends Conference, Venice, 21-23 January, read online.
  • Heine, K., Repschläger, J. (2009) Neue Möglichkeiten für altbewährte Methoden im Web X.0: Entwicklung eines Collaborative Repertory Grid-Tools zur Analyse der Luxusmarkenpersönlichkeit. Presented at the Forschungstagung Marketing, ESCP Europe Campus Berlin, 12 September.
  • Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. Proceedings of the 8th European Conference on Research Methodology for Business and Management Studies, Valetta, Malta, 22-23 June, pp. 160-170.
  • Heine, K. (2010) Luxury & Sustainability: Implications of a Consumer-oriented Concept of Luxury Brands. Presented at the ITU-TUB Joint Conference, Istanbul, 10-12 November.

 

Academic Conference Chairs / Track Chairs

  • Track chair on "Luxury Brand-building" at the Global Marketing Conference at Hong Kong, 27 July 2016.
  • Conference co-chair "The Mystique of Luxury Brands Conference", Shanghai. 12 - 13 May 2016, see more here.
  • Track co-chair together with Michel Phan on "New Luxury vs. Old Luxury: Luxury Trends and Strategies" at the Global Fashion Management Conference, Florence, 26 June 2015.
  • Track co-chair together with Michel Phan on "Luxury Marketing in China and Other Emerging Markets" at the Global Marketing Conference at Singapore, 16 July 2014.
  • Track co-chair together with Jonas Hoffmann on "Global Luxury Trends" at the Global Fashion Management Conference in London, 14 February 2014.

 

Business Publications

  • Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige. The European Business Review, Jan/Feb 2015, read online.
  • Heine, K. & Bookhagen, A. (2014) Auf dem Weg ins Web (Digital Luxury Marketing). Markenartikel (journal of the German brand association), 7/2014, 56-58.
  • Heine, K. (2014) Luxury Made in China: The New Generation of Chinese Luxury Brands. Ticker (the business journal of the German Chamber of Commerce in Mainland China, special issue on luxury – cover story) April/May 2014, 14-16.
  • Heine, K., Waldschmidt, V. (2014) Innovativ agieren: Markteintritt kleinerer Luxusmarken [Market Entrance of Small and Medium-sized Luxury Brands]. In China Contact, 1/2014, pp. 42-46.
  • Heine, K. (2013) Opportunities for Luxury Entrepreneurship in China. In The African Business Review, 12/2013, special issue on luxury, pp. 26-29.
  • Heine, K., Waldschmidt, V. (2013) Luxus in China: Ein praktischer Weigweiser für die High-end-Industrie, by Meisterkreis & Roland Berger, Berlin. Our contributions: Kundenpräferenzen "Made in China" (pp. 5-7); Kleine Geschenke erhalten die Freundschaft: Luxus-"Gift-Giving" in China (pp. 9-11); Markteintritt kleiner und mittelständischer Luxusmarken (pp. 22-25), read online (in German).
  • Heine, K., Waldschmidt, V. (2013) Kleine Geschenke erhalten die Freundschaft: Luxus Gift-Giving in China. In China Contact, 12/2013, pp. 39-42.
  • Heine, K. (2013) Liebe, Luxus und Kapitalismus [Love, Luxury and Capitalism]. In Huffington Post Germany, 15 October, read online.
  • Heine, K., Waldschmidt, V. (2013) Mit Luxus Gute Geschäfte machen [Making Good Business with Luxury]. In OWC Deutsch-Chinesische Mittelstandskooperation – ein Handbuch [OWC Handbook for German Chinese Cooperation of Middle-market Cooperations], pp. 28-30.
  • Heine, K. (2013) Buch-Rezension: Identitätsbasierte Luxusmarken-Führung [Book Review: Identity-based Luxury Branding]. In: transfer Werbeforschung & Praxis, 02/2013, p. 32.
  • Heine, K. (2013) Stilkompass Luxusmarken [Style Compass Luxury Brands], In: LuxusWohnen, 1/2013, March, p. 30, read online.
  • Heine, K. (2012) Die Identität von Luxusmarken, In: WISU - Das Wirtschaftsstudium, 12/12, pp. 1605-1611.
  • Heine, K. (2012) Die Identität von Luxusmarken. In: The Luxury Business Report, 30 March 2012, read online.
  • Heine, K. (2012) Chancen der Luxusstrategie auch für Premiumanbieter. In: »pay» Magazin, 1/2012, pp.14-15, read online.
  • Heine, K. (2011) The World Luxury Brand Directory, ISSN: 2193-5440, Technische Universität Berlin, www.worldluxurybranddirectory.com.
  • Heine, K., Kemnitz, P. (2009) Luxus-Shopper verstehen – Marktforschung anpassen. In: China Contact, Issue 7, pp. 13-15.
  • Trommsdorff, V., Heine, K. (2008) Das Marketing von Luxusprodukten. In: WISU – Das Wirtschaftsstudium, Vol. 37, Issue 12, pp. 1669-1674.
  • Trommsdorff, V., Heine, K. (2008) Beliebt ist, was beliebt ist. In: China Contact, Issue 11, pp. 40-41.

 

Book Chapters

  • Heine, K. and Herhoffer, P.-A. (2016) Persönlichkeits-basiertes Luxusmarkenmanagement [Personality-based Luxury Brand Management]. In: Thieme, W.M. (ed.) Luxusmarkenmanagement [Luxury Brand Management], Springer, Wiesbaden.
  • Atwal, G. and Heine, K., and Seidemann, V. (2016) Gift Culture in China: Consequences for the Fine Wine Sector. In: Charters, S., Yuan, J. and Menival, D.(eds.) The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market, Chandos Publishing (book profile).
  • Heine, K., Phan, M., Waldschmidt, V. (2014) Identity-based Luxury Brand Management. In: Berghaus, B., Müller-Stewens, G. & Reinecke, S. (2014) The Management of Luxury. Kogan Page: London, pp. 83-98, book profile,
  • Heine, K., Atwal, G. & Zelal, A. (2014) Luxury Wine Marketing. In: Charters, S. & Gallo, J. (2014) Wine Business Management, Pearson: Paris, pp. 235-246, book profile.

 

Working Papers

  • Heine, K. (2011) The Concept of Luxury Brands. In: Luxury Brand Management, No. 1, ISSN: 2193-1208, Technische Universität Berlin, www.conceptofluxurybrands.com.

 

Teaching Cases