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Publications

Academic Journals

  1. Atwal, G., Heine, K., & Bryson, D. (2025). Luxury brand personality: The phenomenon of Taylor Swift. Young Consumers. Advance online publication. https://doi.org/10.1108/YC-10-2024-2273
  2. Atwal, G., & Heine, K. (2022). Luxury, entrepreneurship and innovation – Part II: Innovation pathways for luxury brands. Strategic Change, 31, 1–3. https://doi.org/10.1002/jsc.2518
  3. Heine, K., & Atwal, G. (2022). Growing luxury brands through culture-driven innovation. Strategic Change: Briefings in Entrepreneurial Finance, 31, 533–543. https://doi.org/10.1002/jsc.2524 – read online.
  4. Atwal, G., & Heine, K. (2022). Luxury, entrepreneurship and innovation – Part I. Strategic Change, 31, 273–274. https://doi.org/10.1002/jsc.2496 – read online.
  5. Bryson, D., Atwal, G., Hultén, P., & Heine, K. (2021). Antecedents of luxury brand hate: A quantitative study. Strategic Change: Briefings in Entrepreneurial Finance, 30(1), 35–43. https://doi.org/10.1002/jsc.2387
  6. Heine, K., Atwal, G., & He, J. (2019). Managing country-of-origin affiliations for luxury brand-building in China. Australasian Marketing Journal, 27, 14–23. https://doi.org/10.1016/j.ausmj.2018.08.004 – read online.
  7. Heine, K., Crener-Ricard, S., Atwal, G., & Phan, M. (2018). Personality-driven luxury brand management. Journal of Brand Management, 25(5), 474–497. https://doi.org/10.1057/s41262-018-0090-8 – read online.
  8. Gutsatz, M., & Heine, K. (2018). Luxury brand-building and development: New global challenges, new business models [Editorial]. Journal of Brand Management, 25(5), 409–411. https://doi.org/10.1057/s41262-018-0093-5 – read online.
  9. Gutsatz, M., & Heine, K. (2018). Is luxury expensive? Journal of Brand Management, 25(5), 411–423. https://doi.org/10.1057/s41262-018-0089-1 – read online.
  10. Heine, K., & Phan, M. (2016). Authenticity and prestige: What luxury brands could learn from the wine industry. Luxury Research Journal, 1(2), 177–190. https://doi.org/10.1504/LRJ.2016.078127
  11. Heine, K., & Gutsatz, M. (2015). Luxury brand building in China: Eight case studies and eight lessons learned. Journal of Brand Management, 22(3), 229–245. https://doi.org/10.1057/bm.2014.25
  12. Heine, K., & Berghaus, B. (2014). Luxury goes digital: How to tackle the digital luxury brand–consumer touchpoints. Journal of Global Fashion Marketing, 5(3), 223–234. https://doi.org/10.1080/20932685.2014.907606
  13. Petersen, F. E., & Heine, K. (2013). When do consumers indulge in luxury? Emotional certainty signals when to indulge to regulate emotions. Marketing ZFP / Journal of Research and Management, 35(2), 79–90. https://doi.org/10.15358/0344-1369_2013_2_79
  14. Heine, K., & Phan, M. (2013). A case study of Shanghai Tang: How to build a Chinese luxury brand. Asia Marketing Journal, 15(1), 1–22. https://doi.org/10.53728/2765-6500.1507
  15. Phan, M., Thomas, R., & Heine, K. (2011). Social media and luxury brand management: The case of Burberry. Journal of Global Fashion Marketing, 2(4), 213–222. https://doi.org/10.1080/20932685.2011.10593099
  16. Heine, K., & Phan, M. (2011). Trading-up mass-market goods to luxury products. Australasian Marketing Journal, 19(2), 108–114.
  17. Heine, K. (2010). Identification and motivation of participants for luxury consumer surveys by viral participant acquisition. The Electronic Journal of Business Research Methods, 8(2), 132–145.
  18. Heine, K. (2010). The personality of luxury fashion brands. Journal of Global Fashion Marketing, 1(3), 154–163.
  19. Heine, K. (2009). Using personal and online repertory grid methods for the development of a luxury brand personality. The Electronic Journal of Business Research Methods, 7(1), 25–38. 

 

Business Publications

  1. Heine, K., & Brunner, V. (2024). Magnetic loyalty: Crafting effective loyalty programs that attract and retain customers. The European Business Review, September–October 2023, 8–14. https://www.europeanbusinessreview.com/magnetic-loyalty-crafting-effective-loyalty-programmes-that-attract-and-retain-customers/
  2. Heine, K., & Phan, M. (2023). How to move from product to cultural innovation. The European Business Review, February–March 2024, 2–10. https://www.europeanbusinessreview.com/how-to-move-from-product-to-cultural-innovation/
  3. Heine, K. (2022). Kuidas luua sisemisi brändisaadikuid [How to create internal brand ambassadors?]. Turundus, 2/2022, 34–35. https://issuu.com/kaubanduskoda/docs/02_2022_teataja_pages/34
  4. Tropp, K., & Heine, K. (2021). Turism kriises: Mis on innovaatilise mõtlemise lähtepunkt? [Tourism in crisis: What is the starting point for innovative thinking?]. Turundus, 3/2021, 42–43. https://issuu.com/kaubanduskoda/docs/03_2021_teataja_pages/42
  5. Heine, K., & Chrétien-Ichikawa, S. (2021). To harness the power of purpose, brands must have a mission. The European Business Review, May–June, 76–82. https://www.europeanbusinessreview.com/to-harness-the-power-of-purpose-brands-must-have-a-mission/
  6. Heine, K. (2021). Miks on tähtis brändi eesmärk? [How to unleash the power of purpose?]. Turundus, 1/2021, 40–41.
  7. Heine, K. (2020, February 7). Up and down: Let China's good craftsmanship and design be seen by the world [Interview with Q. E. Jiang & P. Thomas] (Original title in Chinese: 上下：让中国的好工艺、好设计被世界看到). CEIBS Business Review. https://mp.weixin.qq.com/s/7x9oqvNX7SZk_3iq9Rzvvg
  8. Heine, K. (2020, February 13). Decision-making comes from vision: How to build a Chinese luxury brand [Interview with Q. E. Jiang & P. Thomas] (Original title in Chinese: 决策源于愿景，诞生于中国本土的奢侈品品牌如何打造). CEIBS Business Review. https://mp.weixin.qq.com/s/fZWprU2mQvNnEK-8UKS8tA
  9. Heine, K. (2019). The brand-building canvas: How to build a business and a brand in one go. The European Business Review, March–April, 50–54. https://www.europeanbusinessreview.com/the-brand-building-canvas-how-to-build-a-business-and-a-brand-in-one-go/
  10. Heine, K., & Xue, H. (2019). How luxury brands can benefit from personality-based branding. The European Business Review, January–February, 50–54. http://www.europeanbusinessreview.com/how-luxury-brands-can-benefit-from-personality-based-branding/
  11. Heine, K., & Petersen, F. E. (2015). Marketing lessons luxury wine brands teach us about authenticity and prestige. The European Business Review, January–February, 39–43. http://www.europeanbusinessreview.com/?p=6687
  12. Heine, K., & Bookhagen, A. (2014). Auf dem Weg ins Web [Digital luxury marketing]. Markenartikel, 7/2014, 56–58.
  13. Heine, K. (2014). Luxury made in China: The new generation of Chinese luxury brands. Ticker, April–May, 14–16.
  14. Heine, K., & Waldschmidt, V. (2014). Innovativ agieren: Markteintritt kleinerer Luxusmarken [Market entrance of small and medium-sized luxury brands]. China Contact, 1/2014, 42–46.
  15. Heine, K. (2013). Opportunities for luxury entrepreneurship in China. The African Business Review, 12/2013, 26–29.
  16. Heine, K., & Waldschmidt, V. (2013). Luxus in China: Ein praktischer Weigweiser für die High-end-Industrie [Luxury in China: A practical guide for the high-end industry]. In Meisterkreis & Roland Berger (Eds.), China Compendium (pp. 5–7, 9–11, 22–25).
  17. Heine, K., & Waldschmidt, V. (2013). Kleine Geschenke erhalten die Freundschaft: Luxus gift-giving in China. China Contact, 12/2013, 39–42.
  18. Heine, K. (2013, October 15). Liebe, Luxus und Kapitalismus [Love, luxury and capitalism]. Huffington Post Germany. http://www.huffingtonpost.de/klaus-heine/liebe-luxus-und-kapitalis_b_4096216.html
  19. Heine, K., & Waldschmidt, V. (2013). Mit Luxus gute Geschäfte machen [Making good business with luxury]. In OWC Deutsch-Chinesische Mittelstandskooperation – ein Handbuch (pp. 28–30).
  20. Heine, K. (2013). Buch-Rezension: Identitätsbasierte Luxusmarken-Führung [Book review: Identity-based luxury branding]. transfer Werbeforschung & Praxis, 02/2013, 32.
  21. Heine, K. (2013, March). Stilkompass Luxusmarken [Style compass luxury brands]. LuxusWohnen, 1/2013, 30.
  22. Heine, K. (2012). Die Identität von Luxusmarken. WISU – Das Wirtschaftsstudium, 12/12, 1605–1611.
  23. Heine, K. (2012, March 30). Die Identität von Luxusmarken. The Luxury Business Report.
  24. Heine, K. (2012). Chancen der Luxusstrategie auch für Premiumanbieter. pay, 1/2012, 14–15.
  25. Heine, K. (2011). The world luxury brand directory. Technische Universität Berlin. http://www.worldluxurybranddirectory.com/
  26. Heine, K., & Kemnitz, P. (2009). Luxus-Shopper verstehen – Marktforschung anpassen. China Contact, 7, 13–15.
  27. Trommsdorff, V., & Heine, K. (2008). Das Marketing von Luxusprodukten. WISU – Das Wirtschaftsstudium, 37(12), 1669–1674.
  28. Trommsdorff, V., & Heine, K. (2008). Beliebt ist, was beliebt ist. China Contact, 11, 40–41.

 

Books & Working Papers

  1. Heine, K., Phan, M., Phau, I., Cervellon, M.-C., & Ko, E. (2026). The Sage handbook of luxury brand management and marketing (forthcoming). London, England: Sage Publications.
  2. Heine, K. (2020). Build a brand to change your world: A step-by-step how-to guide for building high-end cultural & creative brands (2nd ed.). Tallinn, Estonia: Upmarkit.
  3. Heine, K. (2017). The concept of luxury brands. Tallinn, Estonia: Upmarkit.

 

Book Chapters

  1. Heine, K., Atwal, G., & Lawry, C. A. (2026). The brand-building canvas: Capturing the identity of luxury brands. In K. Heine, M. Phan, I. Phau, M.-C. Cervellon, & E. Ko (Eds.), The SAGE handbook of luxury brand management and marketing (forthcoming). London, England: Sage Publications.
  2. Heine, K., Jedidi, H., & Heil, O. (2026). Purpose as prestige: How luxury brands leverage purpose-driven branding. In K. Heine, M. Phan, I. Phau, M.-C. Cervellon, & E. Ko (Eds.), The SAGE handbook of luxury brand management and marketing (forthcoming). London, England: Sage Publications.
  3. Atwal, G., & Heine, K. (2023). The ‘brand origin’ dilemma. In E. Cattaneo (Ed.), Managing luxury brands: A complete guide to contemporary luxury brand strategies (pp. 209–229). London, England: Kogan Page.
  4. Vallejo-Vélez, J. C., Giraldo-Aristizábal, J. C., & Heine, K. (2023). Reflexiones en torno al papel de la antropomorfización de la marca de lujo y sus implicaciones en el sujeto: Una mirada crítica desde las ciencias sociales [Reflections on the role of the anthropomorphization of the luxury brand and its implications on the individual: A critical perspective from the social sciences]. In Ciencia transdisciplinaria en la nueva era (Series: Ingeniería y Ciencia). Medellín, Colombia: Antioquia Research Institute.
  5. Heine, K. (2018). Identity-driven luxury brand management. In B. Berghaus, G. Müller-Stewens, & S. Reinecke (Eds.), The management of luxury (2nd ed.). London, England: Kogan Page.
  6. Heine, K., & Gutsatz, M. (2017). Luxury brand-building in China: Eight case studies and eight lessons learned. In J. M. T. Balmer & W. Chen (Eds.), Advances in Chinese brand management (pp. 109–132). London, England: Palgrave Macmillan.
  7. Heine, K., & Herhoffer, P.-A. (2016). Persönlichkeits-basiertes Luxusmarkenmanagement [Personality-based luxury brand management]. In W. M. Thieme (Ed.), Luxusmarkenmanagement [Luxury brand management]. Wiesbaden, Germany: Springer.
  8. Atwal, G., Heine, K., & Seidemann, V. (2016). Gift culture in China: Consequences for the fine wine sector. In S. Charters, J. Yuan, & D. Menival (Eds.), The wine value chain in China: Global dynamics, marketing and communication in the contemporary Chinese wine market. Cambridge, England: Chandos Publishing.
  9. Heine, K., Phan, M., & Waldschmidt, V. (2014). Identity-based luxury brand management. In B. Berghaus, G. Müller-Stewens, & S. Reinecke (Eds.), The management of luxury (pp. 83–98). London, England: Kogan Page.
  10. Heine, K., Atwal, G., & Zelal, A. (2014). Luxury wine marketing. In S. Charters & J. Gallo (Eds.), Wine business management (pp. 235–246). Paris, France: Pearson. 

 

Conference Papers & Presentations

  1. Atwal, G., Guzzetti, A., & Heine, K. (2023, March 7). The effect of greenwashing within the luxury fashion sector on consumers' brand avoidance. Paper presented at the 1st ISLUX Conference 2024: Managing Luxury in the Circular Economy, Paris La Défense, France.
  2. Heine, K. (2024, April 24). Societal trends: Was Luxuskunden bewegt [Societal trends: What moves luxury customers]. Presentation at Luxury Business Day, Gaggenau Showroom, Munich, Germany.
  3. Vallejo-Velez, J. C., Giraldo-Aristizabal, J. C., & Heine, K. (2023, October 10–13). Reflexiones en torno al papel de la antropomorfización de la marca de lujo y sus implicaciones en el sujeto: Una mirada crítica desde las ciencias sociales [Reflections on the role of the anthropomorphization of the luxury brand and its implications on the individual: A critical perspective from the social sciences]. Paper presented at the Multiconferencia Internacional HUMANOS-XXI (digital format), Medellín, Colombia. Retrieved from https://fundacioniai.org/humanosxxi
  4. Heine, K., Atwal, G., & Phan, M. (2023, November 9–10). The Brand-Building Canvas: A brand identity planning model to infuse mystique into luxury brands. Paper presented at The Mystique of Luxury Brands Conference, Ho Chi Minh City, Vietnam.
  5. Phan, M., & Heine, K. (2023, July 22). Convergence and divergence between consumers' needs and brands' offers in luxury retail post-COVID era. In Proceedings of the Global Marketing Conference (pp. 804–805). Seoul, South Korea.
  6. Heine, K. (2019, October 25). From brand purpose to brand activism. Presentation at CCI France Chine, Makers Night on Branding, Shanghai, China.
  7. Heine, K., Phan, M., & Gutsatz, M. (2018, July 27). Is (new) luxury expensive? In Proceedings of the Global Marketing Conference. Tokyo, Japan.
  8. Heine, K., Eisenberg, M., & Seidemann, V. (2017). Building brand personality in the high-end cultural and creative industries. In Proceedings of the Global Fashion Management Conference 2017. Vienna, Austria. Retrieved from http://gfmcproceedings.net/html/sub3_01.html
  9. Eisenberg, M., Heine, K., & Phan, M. (2016). The luxury brand-building canvas. In Proceedings of the Global Marketing Conference 2016 (p. 236). Hong Kong.
  10. Phan, M., Heine, K., Temime, A., & Porte, E. (2016). Luxury start-up: Oxymoron or reality? The tales of two luxury start-ups. In Proceedings of the Global Marketing Conference 2016 (pp. 1507–1515). Hong Kong.
  11. Bryson, D., Atwal, G., Hultén, P., & Heine, K. (2016, May 12–13). Antecedents of luxury brand hate. Paper presented at The Mystique of Luxury Brands Conference, Shanghai, China.
  12. Heine, K., Phan, M., Massarini, M., & He, J. (2015, June 25–28). Managing country‐of‐origin effects for luxury brand building in China. Abstract in Proceedings of the Global Fashion Management Conference. Florence, Italy. Retrieved from http://db.koreascholar.com/Article?code=298819
  13. Herm, S., Möller, J., & Heine, K. (2014, July 15–18). Endorser’s body posture as an antecedent of (luxury) brand personality perception. Full article in Proceedings of the Global Marketing Conference. Singapore.
  14. Bellini, N., Heine, K., Rovai, S., & He, J. (2014, July 15–18). Are Chinese consumers ready for Chinese luxury brands? Abstract in Proceedings of the Global Marketing Conference. Singapore.
  15. Heine, K., & Heil, O. (2014, February 13–15). What can we learn from Chinese luxury brands? Paper presented at the Global Fashion Management Conference, London, England.
  16. Heil, O., & Heine, K. (2014, February 13–15). The CHANCE-criterion: Forecasting new product success. Paper presented at the Global Fashion Management Conference, London, England.
  17. Heine, K. (2012, October 12–13). Building up a Chinese luxury brand: The case of Shanghai Tang. Paper presented at the Fall Korea Marketing Conference, Seoul, South Korea.
  18. Heine, K. (2012, May 6). The identity of luxury brands. Paper presented at the IBA International Conference on Marketing, Karachi, Pakistan.
  19. Heine, K. (2011, January 12). Is science luxury marketing? Lessons learned from marketing “The Concept of Luxury Brands”. Paper presented at the ITÜ-TUB Joint Conference, Berlin, Germany.
  20. Phan, M., Thomas, R., & Heine, K. (2011, November 19). Luxury brand revitalization through social media. Paper presented at the KAMS Fall Conference, Seoul, South Korea.
  21. Heine, K., Kübrich, K., & Phan, M. (2010, November 27). The definition of luxury products by their constitutive characteristics. Paper presented at the KAMS Fall Conference, Seoul, South Korea.
  22. Heine, K., & Trommsdorff, V. (2010, September 9–12). Dimensions of the luxury brand personality. In Proceedings of the Global Marketing Conference (pp. 453–465). Tokyo, Japan.
  23. Heine, K., & Trommsdorff, V. (2010, September 9–12). The universe of luxury brand personality traits. Paper presented at the Global Marketing Conference (p. 439). Tokyo, Japan.
  24. Heine, K. (2010, June 18). A theory-based and consumer-oriented concept of luxury brands. Paper presented at the In Pursuit of Luxury Conference, London, England.
  25. Heine, K. (2010, June 24–25). Identification and motivation of participants for luxury consumer surveys. In Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies (pp. 183–193). Madrid, Spain.
  26. Heine, K. (2010, April 18–20). The luxury brand personality traits. In Proceedings of the 6th Thought Leaders International Conference in Brand Management. Lugano, Switzerland.
  27. Heine, K., & Trommsdorff, V. (2010, January 21–23). Practicable value-cascade positioning of luxury fashion brands. In Proceedings of the 9th International Marketing Trends Conference. Venice, Italy. Retrieved from http://www.marketing-trends-congress.com/2010_cp/Materiali/Paper/Fr/Trommsdorff_Heine.pdf
  28. Heine, K., & Repschläger, J. (2009, September 12). Neue Möglichkeiten für altbewährte Methoden im Web X.0: Entwicklung eines Collaborative Repertory Grid-Tools zur Analyse der Luxusmarkenpersönlichkeit. Paper presented at the Forschungstagung Marketing, ESCP Europe Campus Berlin, Germany.
  29. Heine, K. (2009, June 22–23). Using personal and online repertory grid methods for the development of a luxury brand personality. In Proceedings of the 8th European Conference on Research Methodology for Business and Management Studies (pp. 160–170). Valetta, Malta.
  30. Heine, K. (2010, November 10–12). Luxury & sustainability: Implications of a consumer-oriented concept of luxury brands. Paper presented at the ITU-TUB Joint Conference, Istanbul, Turkey.

 

Conference Organization / Track Chair Roles / Guest Journal Editorship

  1. Atwal, G., & Heine, K. (2021). Co-guest editors, Strategic Change: Briefings in Entrepreneurial Finance, Special issue on luxury, entrepreneurship, and innovation [Call for papers]. Submission deadline: December 31, 2021.
  2. Phan, M., & Heine, K. (2018, July 27). Co-track chairs on “Wearable technologies, sustainability, and brand-building in the luxury, high-end cultural and creative industries.” Global Marketing Conference, Tokyo, Japan.
  3. Gutsatz, M., & Heine, K. (2018). Co-guest editors, Journal of Brand Management, Special issue on luxury brand-building.
  4. Heine, K. (2017, July 8). Track chair on “Luxury brand-building.” Global Fashion Management Conference, Vienna, Austria.
  5. Heine, K. (2016, July 27). Track chair on “Luxury brand-building.” Global Marketing Conference, Hong Kong.
  6. Phau, I., Phan, M., & Heine, K. (2016, May 12–13). Conference co-organizers, “The Mystique of Luxury Brands Conference.” Shanghai, China.
  7. Phan, M., & Heine, K. (2015, June 26). Conference track co-chairs on “New luxury vs. old luxury: Luxury trends and strategies.” Global Fashion Management Conference, Florence, Italy.
  8. Phan, M., & Heine, K. (2014, July 16). Conference track co-chairs on “Luxury marketing in China and other emerging markets.” Global Marketing Conference, Singapore.
  9. Heine, K., & Hoffmann, J. (2014, February 14). Conference track co-chairs on “Global luxury trends.” Global Fashion Management Conference, London, England.

 

Teaching Cases

  1. Keinan, A., Heine, K., Cervellon, M.-C., & Crener, S. (2019). Mercedes and the relaunch of Maybach: Reviving a heritage automobile brand (Harvard Business School Case No. 519-099). Harvard Business School. Retrieved from https://www.hbs.edu/faculty/Pages/item.aspx?num=56235
  2. Heine, K., Kübrich, K., & Chung, J. (2015). Take the opportunity to pilfer a goat: Lessons from Gieves & Hawkes. In P. Prange (Ed.), Market entry in China: Case studies on strategy, marketing, and branding. Berlin, Germany: Springer.
  3. Phan, M., & Heine, K. (2013). Shang Xia: The journey of a Chinese luxury brand (Case No. 513-103-1). The Case Centre. Retrieved from http://www.thecasecentre.org/educators/products/view?id=118807
  4. Heine, K., Nobbs, K., & Sperber, S. (2013). Creating and developing luxury brands in China (Case No. 513-102-1). The Case Centre. Retrieved from http://www.thecasecentre.org/educators/products/view?id=118796