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Publications

Journal of Brand Management

Luxury Brand Personality Dimensions

Klaus Heine, Sandrine Crener-Ricard, Glyn Atwal & Michel Phan: Personality-driven Luxury Brand Management

Journal of Product & Brand Management

Dimensions of Brand Purpose

Klaus Heine & Glyn Atwal: A Grounded Framework of Brand Purpose Activation Pathways

Book on Purpose-driven Brand-Building

Book on Purpose-driven Brand-Building

Klaus Heine: How to Build a Brand to Change your World

Sage Luxury Handbook

Handbook of Luxury Brand Management and Marketing

by Klaus Heine, Michel Phan, Ian Phau, Marie-Cécile Cervellon & Eunju Ko

 

 

Full List of Publications

 

Academic Publications

  1. Bryson, D., Atwal, G., Heine, K., & Guzzetti, A. (2026). “Coolness in Circular Luxury: Gen Z Perceptions of Sustainable Luxury Bags.” Business Ethics, the Environment & Responsibility (formerly Business Ethics: A European Review), 1–15. http://doi.org/10.1111/beer.70140
  2. Heine, K., Atwal, G., & Sperber, S. (2026). “Turning the Tables: Leveraging Purpose as a Strategic Advantage for SMEs.” Strategic Change, 1–11. http://doi.org/10.1002/jsc.70067 – read online.
  3. Guzzetti, A., Docimo, A., Atwal, G., & Heine, K. (2026). “From Brand Ambassadors to Brand Adversaries: Antecedents of Luxury Employee Brand Hate.” Employee Relations, 48(9), 121–141. https://doi.org/10.1108/ER-06-2025-0436
  4. Heine, K., & Atwal, G. (2026). “From Purpose Claims to Action: A Grounded Framework of Brand Purpose Activation Pathways.” Journal of Product & Brand Management, 1–15. https://doi.org/10.1108/JPBM-12-2025-6580
  5. Hultén, P., Atwal, G., & Heine, K. (2026). “Entrepreneurship and Marketing Education: Contextual Influences on Student Creativity in Innovation Projects.” Journal of Enterprising Communities, 1–20. https://doi.org/10.1108/JEC-09-2025-0323
  6. Atwal, G., Heine, K., & Bryson, D. (2025). “Luxury Brand Personality: The Phenomenon of Taylor Swift.” Young Consumers: Insight and Ideas for Responsible Marketers, 26(6), 1029–1045. https://doi.org/10.1108/YC-10-2024-2273.
  7. 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
  8. 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.
  9. 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.
  10. 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
  11. 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.
  12. 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.
  13. 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.
  14. 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.
  15. 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
  16. 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
  17. 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
  18. 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
  19. 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
  20. 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
  21. Heine, K., & Phan, M. (2011). “Trading-Up Mass-Market Goods to Luxury Products.” Australasian Marketing Journal, 19(2), 108–114. https://doi.org/10.1016/j.ausmj.2011.03.001
  22. 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.
  23. Heine, K. (2010). “The Personality of Luxury Fashion Brands.” Journal of Global Fashion Marketing, 1(3), 154–163. https://doi.org/10.1080/20932685.2010.10593067
  24. 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. Lawry, C., & Heine, K. (2026). “Gooeyness: Designed Friction in Phygital Luxury Retailing.” Marketing Review St. Gallen. In publication.
  2. Heine, K. (2026). “Turning the Tables: How Purpose Gives Small Brands the Edge.” knowledge@emlyon. In publication.
  3. 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/
  4. 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/
  5. 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
  6. 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
  7. 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/
  8. Heine, K. (2021). “Miks on tähtis brändi eesmärk? [How to Unleash the Power of Purpose?].” Turundus, 1/2021, 40–41.
  9. Heine, K. (2020). “Up and Down: Let China's Good Craftsmanship and Design Be Seen by the World.” Interview with Q. E. Jiang and 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, February 7. https://mp.weixin.qq.com/s/7x9oqvNX7SZk_3iq9Rzvvg
  10. Heine, K. (2020). “Decision-Making Comes from Vision: How to Build a Chinese Luxury Brand.” Interview with Q. E. Jiang and 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, February 13. https://mp.weixin.qq.com/s/fZWprU2mQvNnEK-8UKS8tA
  11. 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/
  12. 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/
  13. 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
  14. Heine, K., & Bookhagen, A. (2014). “Auf dem Weg ins Web [Digital Luxury Marketing].” Markenartikel, 7/2014, 56–58.
  15. Heine, K. (2014). “Luxury Made in China: The New Generation of Chinese Luxury Brands.” Ticker, April–May, 14–16.
  16. 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.
  17. Heine, K. (2013). “Opportunities for Luxury Entrepreneurship in China.” The African Business Review, 12/2013, 26–29.
  18. 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, 5–7, 9–11, 22–25.
  19. Heine, K., & Waldschmidt, V. (2013). “Kleine Geschenke erhalten die Freundschaft: Luxus Gift-Giving in China.” China Contact, 12/2013, 39–42.
  20. Heine, K. (2013). “Liebe, Luxus und Kapitalismus [Love, Luxury, and Capitalism].” Huffington Post Germany, October 15. http://www.huffingtonpost.de/klaus-heine/liebe-luxus-und-kapitalis_b_4096216.html
  21. Heine, K., & Waldschmidt, V. (2013). “Mit Luxus gute Geschäfte machen [Making Good Business with Luxury].” In OWC Deutsch-Chinesische Mittelstandskooperation – ein Handbuch, 28–30.
  22. Heine, K. (2013). “Buch-Rezension: Identitätsbasierte Luxusmarken-Führung [Book Review: Identity-Based Luxury Branding].” transfer Werbeforschung & Praxis, 02/2013, 32.
  23. Heine, K. (2013). “Stilkompass Luxusmarken [Style Compass Luxury Brands].” LuxusWohnen, 1/2013, 30. March.
  24. Heine, K. (2012). “Die Identität von Luxusmarken.” WISU – Das Wirtschaftsstudium, 12/12, 1605–1611.
  25. Heine, K. (2012). “Die Identität von Luxusmarken.” The Luxury Business Report, March 30.
  26. Heine, K. (2012). “Chancen der Luxusstrategie auch für Premiumanbieter.” pay, 1/2012, 14–15.
  27. Heine, K. (2011). “The World Luxury Brand Directory.” Technische Universität Berlin. http://www.worldluxurybranddirectory.com/
  28. Heine, K., & Kemnitz, P. (2009). “Luxus-Shopper verstehen – Marktforschung anpassen.” China Contact, 7, 13–15.
  29. Trommsdorff, V., & Heine, K. (2008). “Das Marketing von Luxusprodukten.” WISU – Das Wirtschaftsstudium, 37(12), 1669–1674.
  30. Trommsdorff, V., & Heine, K. (2008). “Beliebt ist, was beliebt ist.” China Contact, 11, 40–41.

 

Klaus Heine at the Meisterkreis Members’ Conference in Berlin.

 


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. London, England: Sage Publications.
  2. Heine, K. (2026). The Brand-Building Canvas: A Practical One-Page Brand Identity Framework for Building, Auditing, and Repositioning Brands. Upmarkit. https://doi.org/10.5281/zenodo.21811673
  3. 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.
  4. Heine, K. (2017). The Concept of Luxury Brands. Tallinn, Estonia: Upmarkit.

 

Book Chapters

  1. Atwal, G., Heine, K., & Seidemann, V. (2026). “The Evolving Meaning of Luxury Wine: How Brands Build a Distinctive Character between Competing Poles.” In Szolnoki, G., Corsi, A. M., & Agnoli, L. (Eds.), Trends in Wine Marketing and Consumer Behavior. Elsevier. In publication. 
  2. Heine, K., Phan, M., Phau, I., Cervellon, M.-C., & Ko, E. (2026). “Introduction: Framing the Field of Luxury Branding.” In Heine, K., Phan, M., Phau, I., Cervellon, M.-C., & Ko, E. (Eds.), The SAGE Handbook of Luxury Brand Management and Marketing. London, England: Sage Publications.
  3. Heine, K., Atwal, G., & Lawry, C. A. (2026). “The Brand-Building Canvas: Capturing the Identity of Luxury Brands.” In Heine, K., Phan, M., Phau, I., Cervellon, M.-C., & Ko, E. (Eds.), The SAGE Handbook of Luxury Brand Management and Marketing. London, England: Sage Publications.
  4. Heine, K., Jedidi, H., & Heil, O. (2026). “Purpose as Prestige: How Luxury Brands Leverage Purpose-Driven Branding.” In Heine, K., Phan, M., Phau, I., Cervellon, M.-C., & Ko, E. (Eds.), The SAGE Handbook of Luxury Brand Management and Marketing. London, England: Sage Publications.
  5. Atwal, G., & Heine, K. (2023). “The ‘Brand Origin’ Dilemma.” In Cattaneo, E. (Ed.), Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies, 209–229. London, England: Kogan Page.
  6. 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.
  7. Heine, K. (2018). “Identity-Driven Luxury Brand Management.” In Berghaus, B., Müller-Stewens, G., & Reinecke, S. (Eds.), The Management of Luxury, 2nd ed., 87–102. London, England: Kogan Page.
  8. Heine, K., & Gutsatz, M. (2017). “Luxury Brand-Building in China: Eight Case Studies and Eight Lessons Learned.” In Balmer, J. M. T., & Chen, W. (Eds.), Advances in Chinese Brand Management, 109–132. London, England: Palgrave Macmillan. https://doi.org/10.1057/978-1-352-00011-5_5
  9. Heine, K., & Herhoffer, P.-A. (2016). “Persönlichkeits-basiertes Luxusmarkenmanagement [Personality-Based Luxury Brand Management].” In Thieme, W. M. (Ed.), Luxusmarkenmanagement [Luxury Brand Management], 225–239. Wiesbaden, Germany: Springer. https://doi.org/10.1007/978-3-658-09072-2_10
  10. Atwal, G., Heine, K., & Seidemann, V. (2016). “Gift Culture in China: Consequences for the Fine Wine Sector.” In Charters, S., Yuan, J., & Menival, D. (Eds.), The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market, 47–61. Cambridge, England: Chandos Publishing. https://doi.org/10.1016/B978-0-08-100754-9.00004-0
  11. Heine, K., Phan, M., & Waldschmidt, V. (2014). “Identity-Based Luxury Brand Management.” In Berghaus, B., Müller-Stewens, G., & Reinecke, S. (Eds.), The Management of Luxury, 83–98. London, England: Kogan Page.
  12. Heine, K., Atwal, G., & Zelal, A. (2014). “Luxury Wine Marketing.” In Charters, S., & Gallo, J. (Eds.), Wine Business Management, 235–246. Paris, France: Pearson. 

 


Conference Papers & Presentations

  1. Heine, K., & Atwal, G. (2026). “Meaningful Luxury: The Making of Brand Purpose in High-End Branding.” In 2026 Global Fashion Management Conference at Madrid Proceedings, 168–169. July 15. https://doi.org/10.15444/GFMC2026.05.07.01
  2. Heine, K. (2026). “Luxury Brand Meaning over Time: What Survives, What Shifts, What’s Next.” Featured Research Address presented at the 3rd International Society for Luxury Management (ISLUX) Meeting, EDC Paris Business School, OCRE Research Laboratory, Paris, March 4.
  3. Heine, K., & Atwal, G. (2026). “Finding Purpose in Luxury: Purpose Discovery as Managerial Sensemaking in Luxury Branding under Heritage-Innovation Tensions.” Presented at the 3rd International Society for Luxury Management (ISLUX) Meeting, EDC Paris Business School, OCRE Research Laboratory, Paris, March 4.
  4. Heine, K. (2025). “Purpose as Prestige: Elevating Luxury Brand Meaning with the Personal ‘Why’ of Founders, Leaders, and Clients.” Presented at the emlyon alumni conference, Shiseido headquarters UK, London, September 18.
  5. Atwal, G., Guzzetti, A., & Heine, K. (2023). “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, March 7.
  6. Heine, K. (2024). “Societal Trends: Was Luxuskunden bewegt [Societal Trends: What Moves Luxury Customers].” Presentation at Luxury Business Day, Gaggenau Showroom, Munich, Germany, April 24.
  7. Vallejo-Velez, J. C., Giraldo-Aristizabal, 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].” Paper presented at the Multiconferencia Internacional HUMANOS-XXI (digital format), Medellín, Colombia, October 10–13. https://fundacioniai.org/humanosxxi
  8. Heine, K., Atwal, G., & Phan, M. (2023). “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, November 9–10.
  9. Phan, M., & Heine, K. (2023). “Convergence and Divergence between Consumers' Needs and Brands' Offers in Luxury Retail Post-COVID Era.” In Proceedings of the Global Marketing Conference, 804–805. Seoul, South Korea, July 22. https://doi.org/10.15444/GMC2023.09.06.03
  10. Heine, K. (2019). “From Brand Purpose to Brand Activism.” Presentation at CCI France Chine, Makers Night on Branding, Shanghai, China, October 25.
  11. Heine, K., Phan, M., & Gutsatz, M. (2018). “Is (New) Luxury Expensive?” In Proceedings of the Global Marketing Conference, 206. Tokyo, Japan, July 27. https://doi.org/10.15444/GMC2018.02.07.03
  12. 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. http://gfmcproceedings.net/html/sub3_01.html
  13. Eisenberg, M., Heine, K., & Phan, M. (2016). “The Luxury Brand-Building Canvas.” In Proceedings of the Global Marketing Conference 2016, 236. Hong Kong. https://doi.org/10.15444/GMC2016.02.09.03
  14. 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, 1507–1515. Hong Kong. https://doi.org/10.15444/GMC2016.11.01.03
  15. Bryson, D., Atwal, G., Hultén, P., & Heine, K. (2016). “Antecedents of Luxury Brand Hate.” Paper presented at The Mystique of Luxury Brands Conference, Shanghai, China, May 12–13.
  16. Heine, K., Phan, M., Massarini, M., & He, J. (2015). “Managing Country‐of‐Origin Effects for Luxury Brand Building in China.” Abstract in Proceedings of the Global Fashion Management Conference, 293. Florence, Italy, June 25–28. http://db.koreascholar.com/Article?code=298819
  17. Herm, S., Möller, J., & Heine, K. (2014). “Endorser’s Body Posture as an Antecedent of (Luxury) Brand Personality Perception.” Full article in Proceedings of the Global Marketing Conference, 1257–1269. Singapore, July 15–18. https://doi.org/10.15444/GMC2014.06.08.01
  18. Bellini, N., Heine, K., Rovai, S., & He, J. (2014). “Are Chinese Consumers Ready for Chinese Luxury Brands?” Abstract in Proceedings of the Global Marketing Conference, 1270–1272. Singapore, July 15–18. https://doi.org/10.15444/GMC2014.06.08.02
  19. Heine, K., & Heil, O. (2014). “What Can We Learn from Chinese Luxury Brands?” Paper presented at the Global Fashion Management Conference, London, England, February 13–15.
  20. Heil, O., & Heine, K. (2014). “The CHANCE-Criterion: Forecasting New Product Success.” Paper presented at the Global Fashion Management Conference, London, England, February 13–15.
  21. Heine, K. (2012). “Building Up a Chinese Luxury Brand: The Case of Shanghai Tang.” Paper presented at the Fall Korea Marketing Conference, Seoul, South Korea, October 12–13.
  22. Heine, K. (2012). “The Identity of Luxury Brands.” Paper presented at the IBA International Conference on Marketing, Karachi, Pakistan, May 6.
  23. Heine, K. (2011). “Is Science Luxury Marketing? Lessons Learned from Marketing ‘The Concept of Luxury Brands.’” Paper presented at the ITÜ-TUB Joint Conference, Berlin, Germany, January 12.
  24. Phan, M., Thomas, R., & Heine, K. (2011). “Luxury Brand Revitalization through Social Media.” Paper presented at the KAMS Fall Conference, Seoul, South Korea, November 19.
  25. Heine, K., Kübrich, K., & Phan, M. (2010). “The Definition of Luxury Products by Their Constitutive Characteristics.” Paper presented at the KAMS Fall Conference, Seoul, South Korea, November 27.
  26. Heine, K., & Trommsdorff, V. (2010). “Dimensions of the Luxury Brand Personality.” In Proceedings of the Global Marketing Conference, 453–465. Tokyo, Japan, September 9–12.
  27. Heine, K., & Trommsdorff, V. (2010). “The Universe of Luxury Brand Personality Traits.” Paper presented at the Global Marketing Conference, 439. Tokyo, Japan, September 9–12.
  28. Heine, K. (2010). “A Theory-Based and Consumer-Oriented Concept of Luxury Brands.” Paper presented at the In Pursuit of Luxury Conference, London, England, June 18.
  29. Heine, K. (2010). “Identification and Motivation of Participants for Luxury Consumer Surveys.” In Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies, 183–193. Madrid, Spain, June 24–25.
  30. Heine, K. (2010). “The Luxury Brand Personality Traits.” In Proceedings of the 6th Thought Leaders International Conference in Brand Management. Lugano, Switzerland, April 18–20.
  31. Heine, K., & Trommsdorff, V. (2010). “Practicable Value-Cascade Positioning of Luxury Fashion Brands.” In Proceedings of the 9th International Marketing Trends Conference. Venice, Italy, January 21–23. http://www.marketing-trends-congress.com/2010_cp/Materiali/Paper/Fr/Trommsdorff_Heine.pdf
  32. Heine, K., & Repschläger, J. (2009). “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, September 12.
  33. Heine, K. (2009). “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, 160–170. Valetta, Malta, June 22–23.
  34. Heine, K. (2010). “Luxury & Sustainability: Implications of a Consumer-Oriented Concept of Luxury Brands.” Paper presented at the ITU-TUB Joint Conference, Istanbul, Turkey, November 10–12.

 

Klaus Heine presenting at the IBA International Conference on Marketing, Karachi, Pakistan

 


Conference Organization / Track Chair Roles / Guest Journal Editorship

  1. Heine, K. (2026). Track chair on “Meaningful Luxury: Purpose, Branding & Entrepreneurial Innovation.” Global Fashion Management Conference, Madrid, Spain, July 16.
  2. 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.
  3. Phan, M., & Heine, K. (2018). Co-track chairs on “Wearable Technologies, Sustainability, and Brand-Building in the Luxury, High-End Cultural and Creative Industries.” Global Marketing Conference, Tokyo, Japan, July 27.
  4. Gutsatz, M., & Heine, K. (2018). Co-guest editors, Journal of Brand Management, special issue on luxury brand-building.
  5. Heine, K. (2017). Track chair on “Luxury Brand-Building.” Global Fashion Management Conference, Vienna, Austria, July 8.
  6. Heine, K. (2016). Track chair on “Luxury Brand-Building.” Global Marketing Conference, Hong Kong, July 27.
  7. Phau, I., Phan, M., & Heine, K. (2016). Conference co-organizers, “The Mystique of Luxury Brands Conference.” Shanghai, China, May 12–13.
  8. Phan, M., & Heine, K. (2015). Conference track co-chairs on “New Luxury vs. Old Luxury: Luxury Trends and Strategies.” Global Fashion Management Conference, Florence, Italy, June 26.
  9. Phan, M., & Heine, K. (2014). Conference track co-chairs on “Luxury Marketing in China and Other Emerging Markets.” Global Marketing Conference, Singapore, July 16.
  10. Heine, K., & Hoffmann, J. (2014). Conference track co-chairs on “Global Luxury Trends.” Global Fashion Management Conference, London, England, February 14.

 


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. 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 Prange, P. (Ed.), Market Entry in China: Case Studies on Strategy, Marketing, and Branding, 107–120. Berlin, Germany: Springer. https://doi.org/10.1007/978-3-319-29139-0_10
  3. Phan, M., & Heine, K. (2013). Shang Xia: The Journey of a Chinese Luxury Brand. Case no. 513-103-1. The Case Centre. 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. http://www.thecasecentre.org/educators/products/view?id=118796