Signaling Status with Luxury Goods: The Role of Brand Prominence

@article{Han2010SignalingSW,
  title={Signaling Status with Luxury Goods: The Role of Brand Prominence},
  author={Young Jee Han and Joseph C. Nunes and Xavier Dr{\`e}ze},
  journal={Journal of Marketing},
  year={2010},
  volume={74},
  pages={15-30}
}
  • Young Jee Han, Joseph C. Nunes, Xavier Drèze
  • Published 2010
  • Business
  • Journal of Marketing
  • Abstract This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers… CONTINUE READING

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