Consumer meaning making: the meaning of luxury brands in a democratised luxury world (original) (raw)

The paper examines the transformation of luxury brand perceptions as the market democratizes, driven by emerging markets' demand and increased middle-class spending. It delves into the subjective nature of luxury, suggesting that its definition varies by individual, time, and place, and integrates semiotic theory to understand consumer perspectives. The study establishes connections between perceptions of luxury brands and factors like materialism, prestige sensitivity, and individual well-being.