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The current research explores how luxury brand mentions impacts consumer culture. Specifically, the social, cultural, and economic implications of such mentions when integrated in reality television is investigated. Exploring this phenomenon is important as consumers are afforded several options to skip or avoid advertising when viewing television. Hence, consumers are now exposed to brand mentions that are integrated in media by advertisers who aim to combat the advertising avoidance. Generally, brand mentions are depicted in media as inexpensive, convenient products, such as household goods or food products. But with the emergence and popularity of reality television, consumers are now exposed to those brands, in addition to luxury brands. This is true as brand mentions financially support production costs for many reality television programs and also serve as aspirational props. Luxury brand mentions are worthy of study as they exude exclusivity and status and are traditionally targeted to a niche, elite market. As luxury brands are integrated in reality television, a broader, more diverse consumer audience is exposed to such mentions. This research is one of the first to specifically explore how luxury brand mentions appear in reality television. Using the consumer culture theory framework, two studies were conducted to understand the nuanced meanings of such mentions among consumers. Study One explored the integration of luxury brand mentions using a content assessment. Study Two used depth interviews to gauge consumer response to such mentions. Study One results indicate luxury brand mentions are highly prominent in affluent-lifestyle reality television shows. Five of the most frequently mentioned luxury brands represent the automobile, entertainment/technology, and hospitality product categories. Overall, the promotion of materialism, aspiration, and elitism were messages consumers were exposed to. Study One results were supported by findings in Study Two which revealed informants' race, class, and gender as strong influencers of their interpretations of luxury brand mentions.
​ The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.
Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.
Focuses on the study of how humans use high quality, highly pleasurable, and frequently rare products, services, and experiences to distinguish to themselves and others who they are as well as whom they are not - both within and across cultures.
In recent years, the growing importance of the luxury market has stimulated research into the marketing and consumption of luxury brands (Vigneron and Johnson, 2004; Vicker and Reynalds, 2003; Berthon et al., 2009). Despite this interest, there are gaps in the existing literature, particularly around the conceptualisation of how consumers experience and consume luxury brands in relation to different aspects of their lives (Kapferer, 2006; Berthon et al., 2009; Atwal and Williams, 2009). In order to address these limitations, my thesis conceptualises and explores the meanings that consumers ascribe to luxury brands, and how these meanings are formed within the context of consumer culture. More specifically, the thesis develops a hermeneutic model of brand meaning, and applies this model to gain an emic understanding of the consumption of luxury brands. A qualitative study, grounded within the social constructionist epistemology, is conducted to explore the developed conceptualisation of brand meaning within the context of luxury brand consumption in New Zealand. The findings are used to advance a new theory that extends our understanding of the consumption of luxury brands by addressing the roles of socio-cultural beliefs, the uses and gratifications, the luxury brand experiences, and the perceived brand characteristics within the consumer-perceived meanings of luxury brands. The thesis concludes with a summary of key contributions to the academic knowledge about luxury brands and practical implications for marketing practitioners, following an overview of potential limitations and directions for future research.
The book explores luxury-art collaborations in the context of postmodern consumption, i.e. as a phenomenon deeply rooted in and emerging from the ways postmodern individuals value and consume objects, contents and ideas.
The first book to explore how and why an amazing "luxeplosion" is rocking Asia.
The market for luxury brands is expanding rapidly in India, thanks to economic deregulation, rapid GDP growth, increasing consumption, and a growing young and upper middle-class working population, who can be classified as closet consumers. Closet consumers are those who have not been born wealthy and are just experimenting with luxury, as yet with a middle class and conservative mindset. The aim of this study was to explore the impact of consumer personality traits on preferences towards luxury brand market segments. Using Exploratory Factor Analysis (EFA), 16 selected luxury consumer personality traits have been reduced to five major factors, namely, modernity, eccentricity, sincerity, competence and excitement. The findings show that some consumer personality traits are significantly related to preferences towards particular luxury brand market segments. The results offer marketers a basic framework for the development of a luxury brand personality.
Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.