Brand prominence and social status in luxury consumption: a comparison of emerging and mature markets

Giovanni Pino*, Cesare Amatulli, Alessandro M. Peluso, Rajan Nataraajan, Gianluigi Guido

*Corresponding author for this work

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Abstract

This research investigated how the use of a prominent versus subtle branding strategy and status consumption affect consumers’ intention to buy luxury products across emerging and mature markets. To this end, an experimental study with consumers in India (emerging market) and the United States (mature market) was conducted. The results suggest that Indian (but not U.S.) consumers with a higher status consumption tendency are more willing to purchase prominently branded luxury products than subtly branded ones. On the other hand, U.S. (but not Indian) consumers with a lower status consumption tendency are more willing to purchase subtly branded luxury products than prominently branded ones. The paper discusses these findings, highlights their contribution to luxury research, and illustrates their practical value for luxury companies interested in targeting mature and emerging markets.

Original languageEnglish
Pages (from-to)163-172
Number of pages10
JournalJournal of Retailing and Consumer Services
Volume46
Early online date26 Nov 2017
DOIs
Publication statusPublished - Jan 2019

Keywords

  • Brand prominence
  • Emerging market
  • Luxury
  • Mature market
  • Status consumption

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