 Brand prominence and social status in luxury consumption: A comparison of emerging and mature marketsGiovanni Pino, Cesare Amatulli, Alessandro M. Peluso, Rajan Nataraajan and Gianluigi Guido Journal of Retailing and Consumer Services, 2019, vol. 46, issue C, 163-172 Abstract: This research investigated how the use of a prominent versus subtle branding strategy and status consumption affect consumers’ intention to buy luxury products across emerging and mature markets. To this end, an experimental study with consumers in India (emerging market) and the United States (mature market) was conducted. The results suggest that Indian (but not U.S.) consumers with a higher status consumption tendency are more willing to purchase prominently branded luxury products than subtly branded ones. On the other hand, U.S. (but not Indian) consumers with a lower status consumption tendency are more willing to purchase subtly branded luxury products than prominently branded ones. The paper discusses these findings, highlights their contribution to luxury research, and illustrates their practical value for luxury companies interested in targeting mature and emerging markets. Keywords: Brand prominence; Status consumption; Emerging market; Mature market; Luxury (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:46:y:2019:i:c:p:163-172 DOI: 10.1016/j.jretconser.2017.11.006 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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