Corresponding author:
Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, PO Box 2471, Adelaide, SA 5000, Australia.
Email: Jenni@MarketingScience.info
Introduction
The luxury sector is an important and growing part of the global economy, with sales of global luxury goods predicted to reach more than US$300 billion by 2020 (Bain & Company, 2017). Harnessing this growth is a challenge for brands in a sector that has been hesitant to embrace widespread advertising for risk of making the brand too mass and thus losing the scarcity that makes luxury brands desirable (Kapferer, 2012; Kapferer & Valette-Florence, 2016). Consumer-based...