Luxury Brands or Prestige Brands? An Exploratory Inquiry on Consumer Perceptions

Details

Serval ID
serval:BIB_8C384EC72E5E
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Title
Luxury Brands or Prestige Brands? An Exploratory Inquiry on Consumer Perceptions
Title of the conference
Proceedings of the 31st European Marketing Academy Conference
Author(s)
Dubois B., Czellar S.
Publisher
European Marketing Academy
Address
Braga, Portugal
Publication state
Published
Issued date
05/2002
Peer-reviewed
Oui
Language
english
Abstract
An interpretative analysis of in-depth consumer interviews explores the relationship between the concepts of "luxury" and "prestige" as applied to brands. Prestige is based on unique human accomplishment inherent to the brand whereas luxury refers to benefit stemming from refinement, aesthetics and a sumptuous lifestyle. Results indicate that prestige can be achieved independently of luxury in many categories. At a symbolic level, consumers can interpret luxury as the symbol of brand prestige. A discussion of managerial insights and future research directions ends the paper.
Create date
09/12/2010 16:12
Last modification date
20/08/2019 14:50
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