Journal of Revenue and Pricing Management
Special Issue on
Luxury and Premium Pricing
Guest Editor:
Dr Ian Yeoman
Victoria University of Wellington, New Zealand &
European Tourism Futures Institute, Netherlands
Call for Papers
In 2017, a special issue of the Journal of Revenue & Pricing Management will publish a series of papers
on premium pricing and luxury. Once upon a time, if you flew from New York to London all the service
was first class and gentlemen would wear a suit and tie. Today, the thrust of airline inventory is
‘economy’ and first class has given way to business class on most routes. So, what is the future for
luxury markets and how is revenue management and pricing techniques deployed for premium products
and experiences.
As time has evolved, luxury has to some extent become common, accessible and everyday, thus
depriving luxury brands of their exclusivity. Moet & Chandon champagne, once only accessible to the
few, is now available at local supermarkets. Similarly, BMW and Mercedes, once perceived as
exclusive, are now mainstream family cars. Luxury has a psychological association with premium
pricing. Premium value is price and quality plus the intangibles of style, uniqueness, occasion and
experience. Here, goods and services such as home furnishings, holiday accommodation, food for a
dinner party, restaurants and home electronics have a high perception of value. But goods such as
aeroplane tickets and electricity have no added value. Therefore, the implication for marketing is that
consumers are willing to pay more for certain goods and not for others. To the marketer, it means
creating a brand equity or value for which the consumer is willing to pay extra. Marketers view luxury
as the main factor differentiating a brand in a product category, as a central driver of consumer
preference and usage In order to understand the ‘extra value’, it is important for marketers or pricing
managers to identify the key factors from a consumer perspective.
What are the concepts and attributes linking premium pricing and luxury? Is it quality, perceived
fairness, exclusivity or extended self? How do airlines and hotels model price sensitivity? What is the
link between price and product? Would you overbook a first class passenger? The purpose of the special
issue is multi-disciplinary from management science models to a social sciences perspective. All
exploring luxury and premium pricing.
Submission of abstract:
Abstracts should be submitted to ian.yeoman@vuw.ac.nz
Please insert in the title line of the email - Journal of Revenue & Pricing Management – Luxury and
Premium Pricing
The abstract should be approximately 400 words.
The Journal of Revenue & Pricing Management serves as a bridge between practice and theory in order
to advance the field through dissemination and publication of leading articles for the benefit of industry
and the wider community. A strong emphasis is placed on the utility value of research in which
application is demonstrated. This must be demonstrated in the abstract.
An abstract is required that considers the following points
Title of the proposed paper (essential)
Contributing authors and contact details (essential)
Purpose of proposal (essential)
Main findings (if appropriate)
Research methodology (if appropriate)
Theoretical contribution (if appropriate)
Forms of paper (i.e., research, practitioner, thoughts)
Utility Value for practitioners or industry (essential)
Four key words
Details about the journal and author guidelines can be found
at http://www.palgravejournals.com/rpm/index.htm
Deadlines
Abstract Proposal: 31st March 2016
Paper submissions: 1st October 2016
Feedback to authors 1st December 2016
Final papers: 1st May 2016
Publication: Late 2016 / Early 2017
Queries
Advice about the suitability of papers and other enquiries can be sent via email to Dr. Ian Yeoman at
ian.yeoman@vuw.ac.nz