Me versus we: The role of luxury brand managers in times of co-creation

Abstract

Extant academic literature postulates a rather authoritative role of luxury brand managers as creators and protectors of luxury brands. Recent literature defines their role as orchestrators of dynamically evolving brand co-creation processes. However, empirical research on how luxury brand managers actually experience their role is missing. This study empirically investigates the role of luxury brand managers in times of brand value co-creation in the Swiss luxury watch and German luxury living industry. The findings advance the literature by empirically deriving four different role types of luxury brand managers: the autocratic guardian, the smart guardian, the agile facilitator, and the connecting supernovist. The study provides valuable guidance on how brand managers can orchestrate a luxury brand now and in the future.