Journal ArticleDOI
Signaling Status with Luxury Goods: The Role of Brand Prominence
TLDR
Brand prominence as mentioned in this paper is a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups.Abstract:
This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need for status want to associate with their own kind and pay a premium for quiet goods only they can recognize. Wealthy consumers high in need for status use loud luxury goods to signal to the less affluent that they are not one of them. Those who are high in need for status but cannot afford true luxury use loud counterfeits to emulate those they recognize to be wealthy. Field experiments along with analysis of market data (including counterfeits) support the proposed model of status signaling using brand pr...read more
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Journal ArticleDOI
Why Do Consumers Buy Counterfeit Luxury Brands
TL;DR: The authors showed that consumers' desire for counterfeit luxury brands hinges on the social motivations underlying their luxury brand preferences, and that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix, thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.
Journal ArticleDOI
Research on entrepreneurship in the informal economy: Framing a research agenda
TL;DR: In this paper, the authors draw from diverse disciplines to frame research concerning entrepreneurship in the informal economy around three separate theories: institutional theory, motivation-related theories from a sociological perspective, and resource allocation theory.
Journal ArticleDOI
Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior
TL;DR: In this article, the authors examined the impact of a number of psychological factors on consumers' propensity to engage in the “bandwagon” type of luxury consumption, and empirically confirmed a conceptual model of bandwagon consumption of luxury products.
Journal ArticleDOI
On Brands and Word-of-Mouth
TL;DR: In this article, the authors present a theoretical framework whose fundamentals are consumers and what stimulates them to engage in word-of-mouth (WOM) campaigns, arguing that consumers spread the word on brands as a result of three drivers: functional, social, and emotional.
Journal ArticleDOI
Retail Luxury Strategy: Assembling Charisma through Art and Magic
TL;DR: Luxury retail draws on the principles of art and magic to assemble the charismatic persona of the creative director and to diffuse his aesthetic ideology to the brand as mentioned in this paper, and it enlists magical and aesthetic principles within and without the store to achieve these ends.
References
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Book
Distinction: A Social Critique of the Judgement of Taste
TL;DR: In this article, a social critic of the judgement of taste is presented, and a "vulgar" critic of 'pure' criticiques is proposed to counter this critique.
Journal ArticleDOI
Possessions and the extended self.
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
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TL;DR: The Pecuniary standard of living is defined in this paper as "conspicuous leisure, conspicuous consumption, and higher learning as an expression of the pecuniary culture".
Journal ArticleDOI
Inclusion of Other in the Self Scale and the structure of interpersonal closeness
TL;DR: The Inclusion of Other in the Self (IOS) Scale, a pictorial measure of closeness, demonstrated alternate-form and test-retest reliability; convergent validity with the Relationship Closeness Inventory (Berscheid, Snyder, & Omoto, 1989), the Sternberg (1988) Intimacy Scale, and other measures; discriminant validity; minimal social desirability correlations; and predictive validity for whether romantic relationships were intact 3 months later.
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Self-Concept in Consumer Behavior: A Critical Review
TL;DR: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse as mentioned in this paper, and the authors of this paper critically review selfconcept theory and research in consumer behaviour and provide recommendations for future research.