How Do Exclusivity Perceptions of Independent and Interdependent Consumers Influence Their Desires for Luxury Products

Hyunjoo Oh ()

Chapter 8 in Luxury Marketing, 2013, pp 139-153 from Springer

Abstract: Zusammenfassung The high signaling nature of a luxury brand exerts a strong impact on consumers’ desire to own the brand. In fact, marketing and advertising for luxury brands have focused on portraying the ultra-indulgence of lifestyles that only the privileged ‘“few”‘ can afford. Exclusivity (i.e., rarity and scarcity) not only signals high social status by limiting common access, but it also enhances signaling quality by increasing its distinctiveness, uniqueness and salience from being small in size of adopters [4], [23], [24], [25].

Keywords: Consumer Research; Collectivist Culture; Social Psychology Bulletin; Luxury Brand; Adoption Level (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-8349-4399-6_8

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