Abstract
ABSTRACT While there is burgeoning literature on luxury branding in B2C, there is a complete dearth of research vis-à-vis the relevance of luxury strategy in B2B. This paper uses a single case study methodology to examine Brembo, the global leader in the design and manufacturing of braking systems for the automotive industry, as a luxury B2B brand. Based on findings from the case study, we identify and discuss similarities and differences between luxury branding in B2C and B2B. We argue that the concept is more complex in B2B as the salience of luxury brand dimensions varies across stakeholders. Some dimensions such as quality are in line with the B2C literature, while other dimensions such as elitism and uniqueness are different in B2B. The interpersonal dimensions of luxury such as self-identity are found to be relevant in the BBC domain. This is the first study to discuss the luxury concept in B2B.
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