Luxury brand meaning meaning making (original) (raw)
The nature of luxury is constantly changing and this makes it difficult to formulate a universal definition of luxury brands . The current paper aims to enrich the understanding of luxury brand meaning from a consumer perspective . In particular, this paper investigates consumers' perceptions of luxury brands based on the extent to which they associate various attributes to luxury brands . A large-scale survey in the Flemish part of Belgium reveals three facets of luxury brand meaning: an expressive facet that refers to the exclusivity of luxury brands, an impressive-functional facet that refers to premium quality and an impressiveemotional facet that refers to extraordinary aesthetic aspects . In addition, the current study distinguishes three consumer segments (i .e . impressive, expressive and mixed segment) that differ from each other for the importance they attach to these facets of luxury brand meaning . The impressive segment associates luxury brand meaning with both impressive-functional and impressive-emotional facets, while the expressive segment associates luxury brand meaning with the expressive facet, rather than with impressive facets . The third segment, mixed group, thinks both expressive and impressive facets of luxury brand meaning need to be present before a brand can be categorised as luxury brand . In addition, the current study extends previous segmentations by providing a detailed profile of the segments .
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