Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception

Stępień Beata ()
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Stępień Beata: Poznań University of Economics and Business

Journal of Management and Business Administration. Central Europe, 2018, vol. 26, issue 1, 79-99

Abstract: Purpose: The article explores the grounds of possible interrelations of snob and bandwagon consumers’ inclinations in the luxury fashion sector. The reason to investigate this comes from the growth of inconsistent evidence among analyses of this subject. Consumers’ perception of luxury goods seems not only compound but also quite ambiguous at the same time. One of its reasons may be the wrong assumption that snob and bandwagon inclinations are opposite trends that cannot co-exist among individual motives of luxury purchases.

Keywords: customer value perception; luxury goods sector; luxury fashion; snob effect; bandwagon effect; prestige-seeking behavior; new luxury markets (search for similar items in EconPapers)
JEL-codes: D11 D12 D46 M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:26:y:2018:i:1:p:79-99:n:5

DOI: 10.7206/jmba.ce.2450-7814.220

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