Klaus HEINE
Associate Professor
Research topics
Luxury brand management
- Luxury brand identity
- Luxury consumer behavior
Publications
Atwal, Glyn, Heine, Klaus. 2022. Luxury, entrepreneurship, and innovation: part II - Innovation Pathways for Luxury Brands. Strategic Change, 31 (5) : 483-485 p.
Heine, Klaus, Atwal, Glyn. 2022. Growing luxury brands through culture-driven innovation. Strategic Change, 31 (5) : 533-543 p.
Atwal, Glyn, Heine, Klaus. 2022. Luxury, Entrepreneurship and Innovation: Part I. Strategic Change, 31 (3) : 273-274 p.
Bryson, Douglas, Atwal, Glyn, Hultén, Peter, Heine, Klaus. 2021. Antecedents of Luxury Brand Hate: A Quantitative Study. Strategic Change, 30 (1) : 35-43 p.
Heine, Klaus, Atwal, Glyn, He, Jiaxun. 2019. Managing country-of-origin affiliations for luxury brand-building in China. Australasian Marketing Journal, 27 (1) : 14-23 p.
Heine, Klaus, Atwal, Glyn, Crener-Ricard, Sandrine, Phan, Michel. 2018. Personality-driven luxury brand management. Journal of Brand Management, 25 (5) : 474-487 p.
Gutsatz, Michel, Heine, Klaus. 2018. Luxury brand-building and development: new global challenges, new business models. Journal of Brand Management, 25 (5) : 409-410 p.
Gutsatz, Michel, Heine, Klaus. 2018. Is luxury expensive?. Journal of Brand Management, 25 (5) : 411-423 p.
Heine, Klaus, Phan, Michel, Atwal, Glyn. 2016. Authenticity and prestige: what luxury brands could learn from the wine industry?. Luxury Research Journal, 1 (2) : 177-190 p.
Heine, Klaus, Gutsatz, Michel. 2015. Luxury Brand Building in China: Eight Case Studies & Eight Lessons Learned. Journal of Brand Management, 22 (3) : 229-245 P.
Heine, Klaus, Berghaus, Benjamin. 2014. Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints. Journal of Global Fashion Marketing, 5 (3) : 223-234 P.
Espinoza Petersen, Francine, Heine, Klaus. 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 P.
Heine, Klaus, Phan, Michel. 2013. A Case Study of Shanghai Tang: How to Build a Chinese Luxury Brand. Asia Marketing Journal, 15 (1) : 1-22 P.
Phan, Michel, Thomas, Ricarda, Heine, Klaus. 2011. Social Media and Luxury Brand Management: the case of Burberry. Journal of Global Fashion Marketing, 2 (4) : 213-222 P.
Heine, Klaus, Phan, Michel. 2011. Trading-Up Mass-markets Goods to Luxury Products. Australasian Marketing Journal, 19 (2) : 108-114 P.
Heine, Klaus. 2010. The Personality of Luxury Fashion Brands. Journal of Global Fashion Marketing, 1 (3) : 154-163 P.
Academic articles
Atwal, Glyn, Guzzetti, Alice, Heine, Klaus. 2024. The effect of greenwashing within the luxury fashion sector on consumers' brand avoidance. 1st, Paris, France, March 7, 2024. Paris : EDC Paris Business School
Heine, Klaus, Atwal, Glyn, Phau, Ian, Phan, Michel. 2023. Brand-Building Canvas: A Brand Identity Planning Model to Infuse Mystique into Luxury Brands . Ho Chi Minh City, 9-10 November 2023. Ho Chi Minh City : Luxury Branding Research Centre
Vallejo-Velez, Juan Camilo, Giraldo-Aristizabal, Juan Camilo, Heine, Klaus. 2023. Reflections on the Role of the Anthropomorphization of the Luxury Brand and Its Implications on the Individual: A Critical Perspective from the Social Sciences = . Virtual, October 10-13, 2023. Instituto Antioqueño de Investigación (IAI), 17 p. 17 p.
Phan, Michel, Heine, Klaus. 2023. Convergence and divergence between consumers' needs and brands' offers in luxury retail post Covid era. Seoul, Republic of Korea, July 20-23, 2023. Seoul : Global Alliance of Marketing & Management Associations, 804-805 p. 804-805 p.
Conferences
Heine, Klaus. 2020. Build a Brand to Change your World: A Step-by-Step How-to Guide for Building High-end Cultural & Creative Brands. Upmarkit, 311 p.
Berger, Roland, Heine, Klaus, Collectif. 2014. Luxury in China: a practical guide for the high-end industry. Meisterkreis, 60 P.
Heine, Klaus. 2012. The Concept of Luxury Brands. Technische Universität Berlin, 100 P.
Books
Vallejo-Velez, Juan Camilo, Giraldo-Aristizabal, Juan Camilo, Heine, Klaus. 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. In Serna M., Edgar, Ciencia Transdisciplinar en la Nueva Era. Medellín : IAI Instituto Antioqueño de Investigación, 232-244 p.
Atwal, Glyn, Heine, Klaus. 2023. The ‘Brand Origin’ Dilemma. In Cattaneo, Eleonora, Managing Luxury Brands: A Complete Guide to Contemporary Luxury Brand Strategies. London : Kogan page
Heine, Klaus, Herhoffer, P. A. 2017. Persönlichkeits-basiertes Luxusmarkenmanagement. In Thieme, Werner M., Luxusmarkenmanagement: Grundlagen, Strategien und praktische Umsetzung. Wiesbaden : Springer
Seidemann, Vera, Atwal, Glyn, Heine, Klaus. 2016. Gift culture in China: Consequences for the fine wine sector. In Capitello, Roberta, Charters, Steve, Menival, David, Jingxue, Yuan, The Wine Value Chain in China: Consumers, Marketing, and the Wider World. Cambridge : Kidlington : Chandos Publishing, 47-61 p.
Heine, Klaus, Kübrich, Katharina, Chung, Jaihak. 2016. Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes. In Prange, Christiane, Market Entry in China: Case Studies on Strategy, Marketing, and Branding. Springer, 107-120 p.
Heine, Klaus, Atwal, Glyn, Ates, Zelal. 2014. Luxury Wine Marketing. In Charters, Steve, Gallo, Jérôme, Wine Business Management. Pearson, 235-246 P.
Heine, Klaus, Phan, Michel, WALDSCHMIDT, Vera. 2014. Identity-based luxury brand management. In Berghaus, Benjamin, MULLER-STEWENS, Günter, Reinecke, Sven, The Management of Luxury: A practitioner's handbook. Kogan Page, 83-98 P.
Heine, Klaus, WALDSCHMIDT, V. 2013. Mit Luxus Gute Geschäfte machen. Deutsch-Chinesische Mittelstandskooperation: ein Handbuch. OWC, 28-30 P.
Book chapters
Heine, Klaus, Brunner, Vanessa. 2024. Magnetic Loyalty: Crafting Effective Loyalty Programmes that Attract and Retain Customers. The European Business Review
Heine, Klaus, Phan, Michel. 2023. How to Move from Product to Cultural Innovation. The European Business Review
Heine, Klaus. 2022. Kuidas luua sisemisi Brändisaadikuid= How to create internal Brand Ambassadors?. Turundus, 2/2022: 34-35 p.
Heine, Klaus, Chrétien-Ichikawa, Sabine. 2021. To Harness the Power of Purpose, Brands Must Have a Mission. The European Business Review: 76-82 p.
Heine, Klaus. 2021. Turism Kriises: Mis on innovaatilise mõtlemise lähtepunkt?= Tourism in Crisis: What is the Starting Point for innovative Thinking?. Turundus, 3/2021: 42-43 p.
Heine, Klaus. 2021. Miks on tähtis brändi eesmärk?. Turundus, 1/2021: 40-41 p.
Heine, Klaus. 2020. How to build a Chinese Luxury Brand. CEIBS Business Review
Heine, Klaus. 2020. Up and down: Let China's good Craftsmanship and Design be seen by the World. CEIBS Business Review
Heine, Klaus. 2019. The Brand-Building Canvas: How to Build a Business and a Brand in One Go. The European Business Review
Heine, Klaus, Xue, Haibo. 2019. How Luxury Brands can benefit from Personality-based Branding. The European Business Review
Heine, Klaus, Espinoza Petersen, Francine. 2015. Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige. European Business Review
Heine, Klaus. 2014. Auf dem Weg in Web. Markenartikel : das Magazin für Markenführung, 2014 (7): 56-58 P.
Heine, Klaus. 2014. Luxury – Made in China: The New Generation of Chinese Luxury Brands. Ticker - Business Journal of the German Chamber of Commerce in China, 2014 (2): 14-16 P.
Heine, Klaus, WALDSCHMIDT, V. 2014. Innovativ agieren: Markteintritt kleinerer Luxusmarken. China Contact, 1/2014: 42-46 P.
Heine, Klaus, WALDSCHMIDT, V. 2013. Kleine Geschenke Erhalten die Freundschaft: Luxus-Gift-Giving in China. China Contact, 12/2013: 39-42 P.
Heine, Klaus. 2013. Opportunities for luxury entrepreneurship in China. The African Business Review: 26-29 P.
Heine, Klaus. 2013. Liebe, Luxus und Kapitalismus. The Huffington Post Deutschland: 2 P.
Heine, Klaus. 2013. Buch-Rezension: Christoph Burmann; Verena König; Jörg Meurer (Hrsg.): Identitätsbasierte Luxusmarkenführung. Transfer, Werbeforschung & Praxis, 02/13: 32-32 P.
Heine, Klaus. 2013. Stilkompass Luxusmarken. Luxus Wohnen, 01/2013
Heine, Klaus. 2012. Die Identität von Luxusmarken. WISU, Das Wirtschaftsstudium, 41 (12): 1605-1611 P.
Press articles
Keinan, Atat, Heine, Klaus, Cervellon, Marie-Cécile, Crener, Sandrine. 2019. Mercedes and the Relaunch of Maybach: Reviving a Heritage Automobile Brand. Harvard business school, 519-099 : 19 p.
Heine, Klaus, Nobbs, Karinna, SPERBER, S. 2013. Creating and developing luxury brands in China. The Case Centre, 513-102-1 : 24 P.
Phan, Michel, Heine, Klaus. 2013. SHANG XIA: the journey of a Chinese luxury brand. The Case Centre, 513-103-1 : 15 P.