Understanding consumer perceptions of luxury brands

Jenni Romaniuk and Ava Huang

Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.

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...

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