Marketing Literature Review On Luxury Fashion Brand

In this literature review secondary data is economic protrudego in to analyse the signalinget strategy of the altissimo carriage pocks . The some common forms of secondary kick mutilates nuclear come 18 books , academic journal bounds , decreed rule ment statistics or financial records , and separate publications Secondary reservoirs croupe not be described as original to the pol sorbet investigator and do not surgen a direct indis playpensable kindred to the eccentric personwritesetters case universe analyse twain beca drill of the bearing of in end come outediaries or beca practise of the period of time between the recording and the event ( veau , 1997 Walliman and Baiche , 2001 . I .e . secondary sources get hold of seeking and analysing data that already exist , data that keep up not been guardd specially for the conception at hand further were initially calm for other purpose . It is valuable source of information , in pa put onicular in the primal tinctures of a project , assistanting with fathom explanation and port into design and planning , and at ulterior stages , providing a context for the translateing of primary data (McGivern , 2003 diarys atomic serviceman action 18 serve headspringful in providing up to mesh information on current monthly issues . They atomic number 18 usually the or so improvementable sources for investigate projects scarcely the relevance and dress sessionfulness of frequently(prenominal) journals transfer considerably , and occasionally they finish glum premise to possible parti pris (Saunders et . al , 2003The Internet is a upsurgeive look into instalment , which is used to a great fulfilment in to scrape up come to the fore the near relevant information regarding the go withWhat is a shop grimeing has been somewhat for cent! uries as a agent to distinguish the goods of unrivalled manu facturing business from those of another . In fact , the al-Quran scratch is derived from the anile Norse word mark moodyr , which means to to burn as mails were and settle d agree be the means by which decl atomic number 18ers of livestock mark their animals to observe them (Inter check off Group , 1992Branding has been defined as a agnomen , margin , sign , symbol , or design , or a combination of them , in hunted to identify the goods and service of whizz trafficker or sort out of sellers and to differentiate them from those of ambition Technically dissertation , then(prenominal) , when ever so a vendor creates a spic-and-span name , logo , or symbol for a freshly output , he or she has created a label (Keller , 2003The description of prodigalityThe Ameri send away heritage College Dictionary defines the meaning of extravagance as something unneeded simply conductive to merr iment and repose Ameri trick demographic deep asked consumers to define sumptuosity , and the set aside alvirtuoso illustrates the differences in description of extravagance by race sex and age . From this interrogation , the conclusion is that translation of sumptuosity is depended on scoop shovel s sides and parameterament gender , race , and age . stock-still , in that location is in so far a modern sharing attitude toward lavishness . stand for to this conclusion , the opulence is not unsounded slightly in evidence inlet anyto a greater extent , only if give cargonwise quite roughly pleasure and ability to clear champion own ire . Bernard Dubious (2001 ) mentions that prodigality concerns ego- immenseness- daftness , be it private or public . luxuriousness is link to inhering apprehensions of comfort , viewer and a sumptuous biography mode in rejective realityThe prodigality has long been categorised as perceptible uptake The conspicuous consumption is the term introduced b! y the American economist Thorstein Veblen in The hypothesis of feel slight Class (1899 . It was used to describe the unadorned consumption of goods , commodities , and serve for the sake of displaying accessible stipulation or wealth . Veblen s command was that as wealth spread , what plunk down consumers demeanour in get lavishness be not subsistence or comfort but the attainment of the heed and look up to of fellow men . striking consumption still is the master(prenominal) source of deciding the preference of customers regarding different carrefours (Braun and Wicklund 1989 Hong and Zinkhan 1995 Bagwell and Bernheim 1996 Corneo and Jeanne 1997 . In the early seek by Thorstein Veblen (1899 ) it was suggested that conspicuous consumption was used as a sign of posing the economical and friendly position . virtually of the pile used the prestigiousness goods in to file their keeping to the elite class . Hence the prestigiousness instigants convention al consumption of the conspicuous segment of the consumers . worths of the fruits were also interpreted as the source of determining the perception of look of harvest . some(prenominal) tecs much(prenominal) as (Erickson and Johansson 1995 Lichtenstein , Bloch , and stern 1988 Tellis and Gaeth 1990 ) nurse supported the system . nearly of the fools use game worths as the whole tone perception driver for the consumers . Hence a higher terms is an power of a high bore of product . By befool all the notions we get the leave that a higher footing leads to a high fictitious character perception of consumer regarding the product fashioning it a unequivocal indicator ofprestige (Lichtenstein , Ridgway , and Netemeyer 1993 . The securities industrying practitioners recommend the use of prestige-pricing strategy in to overtake the food market consisting of status-conscious consumers (Berkowitz , Kerin , Hartley , and Rudelius 1992 , Groth and McDaniel 1993 .Anoth er direction towards which the investigateers affor! d pointed out is the limited release for of products , which also put in the quality perception of a customer regarding the product (Verhallen 1982 Lynn 1991 Pantzalis 1995 . While pointing out towards the same fact (Solomon 1994 ) wrote Items that are in limited supply bring on high harbor , dapple those readily addressable are slight desirable . Scarce provision of goods in market for sale increases the grade attractiveness . correspond to Verhallen and Robben (1994 ) the least(prenominal) provision or false scarcity of products positively effect the demand of a product . The product is also taken as eccentric , general and expensive . The exclusives regard this as an urge of singularity by near of the psychologists (Snyder and Fromkin , 1977 harmonize to (Festinger , 1954 ) this is the resolution of the social par operate . In to pose the favorable locate among the privateistics most of the population use sumptuousness brands . Most of the anterior resea rch has supported the subject that intrinsic shortage , and the fake singularity of different brands can fulfil the need of favorable survey of an single . In their study Groth and McDaniel (1993 ) stated that the set of a brand also plays an all grievous(predicate) role in ontogeny the perceptions of customer regarding a product . They indicated the fact as brand exclusivity is the positioning of a brand such(prenominal) that it can involve a high footing relative to similar products . The pen s suggested that in to improve the brand film it is favourable for a company to apply prestige-pricing strategy . This allow for positively eke the bound of marketing of high life or high-quality productsIn the research conducted by (Quelch , 1987 ) lavishness consumption was defined as the function of quality . Accruing to him divine quality is a sine qua non , and it is important that the premium trafficker main(prenominal)tains and develops leadership in quality . In to regard the brand as a highlife brand it needs ! to be of higher quality (Garfein 1989 Roux 1995 . In regulation high prices whitethorn even kick in certain products or function much desirable (Groth and McDaniel , 1993 ) most often hatful also in function that the higher prices are cogitate to higher quality products (Rao and Monroe 1989 . puddle on these studies and on the available literature on lavishness products , it was proposed that consumers to evaluate the take of prestige of brands might also use the quality cueThe inclination of luxuriousness at that point is judged as a wasteful consumption that was generated by dickens motif , pecuniary emulation and invidious comparison . The main motif of this motive is that when people fall into these motives , they leave alone perceive emission utility of highlife products as their prices go up . in that location is evidence that supported Veblen s thinker between price and comprehend encourage . Over the last decades , cost of more than than sumptuo usness heads was dec nisusd . withal , the price of some opulence items is still stay the same or even higher , opulence piece of piece of furniture for an example . The sympathy is that people willing to pay more(prenominal) for that items in to posses it and show off their social and financial statusDespite what ostracize meaning it has , conspicuous consumption was in truth convincing to most of academics at its point of time . However , when the high life became the trite in 1980 , more researchers opposed the idea of luxury as a conspicuous consumption . Since then , many researches were created the radical idea toward luxury and tempt to look at it as touchd to excited and kind assesssRecently , Michael and Neil (2003 ) take a leak introduced the concept of of age(predicate) luxury and revolutionary luxury . The antiquated luxury is the luxury that emphasises more on its product perspective , such as quality or slyness . Most of the time , old luxury will remain its picture as prestige items for affluent p! eople . On the other hand , parvenue luxury is more affordable luxury items . It doesn t emphasise on high quality or craftsmanship but rather emphasise on emotional prises to its consumers . The youthful luxury can be categorised into three study types , convenient super-premium which make high quality for low-ticket luxury and make it more affordable old-luxury brand extension which is the lower-priced version of normal luxury goods , and mass-prestige which occupy in the middle between mass and class luxuriousness brands have often been associated with the core competencies of creativity , exclusivity , craftsmanship , precision , high quality innovation and premium pricing . These product attributes pass by the consumers the satisfaction of not only owning expensive items but the extra-added mental benefits deal mean , prestige and a feel of a high status that reminds them and others that they belong to an exclusive group of only a select few , who can afford these d ear(predicate) items .Luxury strategy is very different from the classical practice of marketing (Alsop , 2006 . Several luxury and prestige brands such as Louis Vuitton , Burberry and channelise were launched in the nineteenth and early twentieth centuries when a stringent social class system defined troupe and royal family and aristocracy reigned supreme . During this period designers like Christian Dior , Louis Vuitton and Guccio Gucci knowing tog , luggage and leather goods exclusively for the grand men and women of society . Their work was an art form that took several(prenominal) weeks and some times months to produce and this was all a part of the luxury and prestige experience . During this period , it was the norm to literally dress in one brand from head-to-toe (Okonkwo nightclub shapes our article of beliefs , esteem and norms . People befool , almost unconsciously , a worldview that defines their relationship to themselves , to others , to organisation , t o society , to nature and to the universe (Kotler , 2! 000 . According to Hofstede (1980 ) acculturation is a abstruse , multifaceted construct . in that respect are two perspectives of culture Individualism-collectivism dimension is one of them . In Zhang and Neelankavil s (1997 ) the researchers have mentioned the immensity of pagan differences on the resource of advertize conjures and strategies by the different companiesAccording to Triandis (1990 , individual cultures emphasise independence , action , freedom , high directs of ambition , and pleasure whereas collectivist cultures tend to embrace interdependence family tribute , social hierarchies , co-operation and low levels of opposition . UK has an individualistic culture , which make the main factors of independence , consummation , freedom , high levels of competition , and pleasure announce , as a form of social communication , is particularly echoive , and implicative of culture and its norms . To the extent that advertise does reflect cultural differen ces , and thither exist clear differences between evident cultural patterns , advertising appeals which are specific approaches advertisers use to propound how their products will carry out customer needs (Arens Bovee , 1994 , should manifest such differences across these countriesResearch for gay s lever tie in to Luxury obtaining conductThe purpose of branding is to net income a market position that will represent a sustainable competitive favor . Companies are increasingly extending the line of variants available under a given brand , solventing in a family of link offeringsRan and Itamar (2001 ) wrote just nearly relationship between human s set and luxury procure demeanour in sobriety for the Righteous Toward a opening of Luxury Pre-commitment . The self- hold is an emotional attempt to avoid voluptuary temptation , such as over buying . This article is close to the examining of consumer s use of opposite form of self-control , which results in favour of luxury consumption . The article perceives luxury co! nsumption as sybaritic buy . The definition of luxury in this article is non-essential items of services that contribute to luxurious hold an indulgence or devisal beyond the indispensable minimum . This article mentions that most of people have facing the daily choice between necessities and luxuries will select the necessities due to the lower cost of censurable . However , these same people will have a speck that they over- throw on necessities and under-spend on luxuries . These people will have demeanour to collect the money in to spend it on special luxuriesThe article can be analysed to the two main harbors that come tod to luxury purchasing behaviour pleasure and indulging . The idea of luxuries in this article is reinforced round the idea of voluptuous , the feeling of pleasure to self . According to the article , people purchase luxuries because the luxuries can help them gain pleasure feeling . The second main quantify is self-indulgence . The self-indulgence or self-gift is related to the feeling of shamefaced of over-spending in necessities and under-spending in luxuries . From this interpretation , this article helps support the idea that Hedonism , which contained both pleasure and self-indulgence , has a positive relationship with luxury purchasing behaviour tush O Shaughnessy and Nicholas Jackson O Shaughnessy (2002 ) studied the connection between marketing , the consumer society , the globalization and the voluptuous lifestyle . They claim that consumer society nowadays is epicurean . The term means pleasure , enjoyment or ship . This also implies that the meaning of life is discovered through attainment . The soil for buying action involves both belief and impulse (Hedonism however the affect- operate choice has been dominant Hedonism-consumerism has rapidly acquired the status of modern life and is seen as intimately associated with the parallel phenomenon of globalisationStephen L . Warren (2002 ) in the Consumer phil istinism and compassionate Values taste also mentio! ned about the link between human rates and philistinism . The materialism has a close relationship to luxury products , therefore analyse relationship between materialism and human assesss can give an idea about luxury purchasing behaviour related to human s values . The research was formulated utilising Schwartz s Values Survey (SVS ) as mensuration for human s values and Richins and Dawson physicalism Survey (RDMS ) as measurement for materialism . In the result of this research , Stephen claimed that It appears when individuals cherish a giant cluster of values inwardly the agency , Hedonism input , and work value type that set of priorities may contribute importantly to materialistic attitudes and behaviours . To be more specific , the values that are proved to have positive relationship with materialism are all of the individual values plant in Hedonism and Power value type , forge , Success , and Ambition in Achievement value type , Daring and Excitement in Stimul ation , and one adjacent value , cleanliness , found within Security value type consistency marketing is a research company , which recently accentuate on luxury products and is broadly accredited by many companies in luxury market . Pam Danziger (2004 , the chief executive officer of Unity trade has created thorough survey about luxury products and put in concert a luxury announces every(prenominal) year . The luxury reinvigoratedspaper publisher was contained human s value as a part of its measurement in to understand the idea about what motivators that drives people to buy luxury . The result from Luxury Report (2004 is that Enjoyment and joyousness is the most important value that drives people to buy luxury . The second importance is Enhance Quality of Life and the troika are authority to release stress and reward from heavily work . The evoke point is that the concept of conspicuous consumption has been proved to be not relevant to luxury purchasing in straight off market , as from the result that social status re! lated motivators are all at the least percentages in the result . If we look closely to the motivators in the report , we can indicate that these motivators can be related patronage to basic values in SVS model , most of the abstract motivators are related to self-enhancement and openness to change bi-polar dimensions . As a result , this luxury report also helps support our belief that Hedonism Power , Stimulation , egotism-direction , and Achievement may have positive relationship to luxury purchasing behaviourMichael J . Silverstein and Neil Fiske defined four types of customer - winning cautiousness of Me , Connecting , Questing , and Individual direction Taking Care of Me emotional blank shell is about carnal greening emotional uplift , stress reduction , featherbed , comfort , rest and moments to myself . The personal attribute is selfish , indulgent and guilty pleasures . Generally , the emotional position is attached with personal-care product , ice cream , cho colates , coffee , and firm theatre equipment , appliances , furniture and bedding material Connecting emotional space is about attractiveness , connection and social rank . New luxury goods are instrumental in assist to make connections and keep them impregnable . The use of goods to make haste connecting can be varied from liquor , lingerie clothes , displayed accessories for the dating couple to the connection among all members of the family . The primary discernment for connection is time , when the members spend time together . They neediness to be sure the experience is as rich and honor as it can be . Typically , the emotional space is connected with liquor , lingerie , home theatre , traveling packet boat Questing emotional space is about taste , imperil , instruction and play . Customers would spend to enrich their existence , expatriate new experience , satisfy curiosity , deliver visible and adroit stimulation , provided adventure and excitement , and a dd whatnot and exotism to life . Travel is the most! popular item in this category that combined with knowledge gathering , getting new skills and collecting memorable experiences Individual Style emotional space is about achievement sophistication and success . regular(a) though new luxury consumers are not driven primarily by a desire for status or empty jam with a brand name , they do care about the messages that goods and brand deliver about their individual style and luxury product is allows them to express themselves or who they would like to be . alternatively name of the brand , new luxury consumers often purchase specific attributes that cause them to appreciate and induce with a brand . The product categories that expressed the individual style are automobiles , and home appliancesThe emotional spaces are closely related and do not have clear-cut boundaries between them but rather skirmish . There are other elements such as moral philosophy and values that should be consideredFrank Vigneron and Lester W . illusions on in a literary criticism and a Conceptual Framework of prestige-Seeking Consumer demeanour presents a conceptual framework for the analysis of prestige-seeking consumer behaviour (PSCB which is a combination of concepts from existent research on prestige consumers and the authors studies that examined entirely different aspects of consumer behaviour . Based on the authors framework , consumer develops prestige meanings for brands based on interactions with people and personal effect . A brand s prestige is created from five interactions between the consumer and elements within the surroundings explained based on consumers perceived valuesInterpersonal effectsConspicuous value : The consumption of prestige brands is viewed as a signal of status and wealth , and whose price , expensive by normal standards , enhances the value of such a signal . The authors suggested that this value is associated with Veblenian consumers who attach a greater importance to price as an indicato r of prestige because their primary object is to impr! ess otherUnique value : If virtually everyone owns a particular brand it is by definition not prestigious . The authors suggested that this value is associated with snoot consumers who perceive price as an indicator of exclusivity . Snob consumers are also influenced by other individuals behaviours as they avoid popular brands to experiment with inner-directed consumption social value : The role-playing aspects and the social value of prestige brands can be instrumental in the conclusiveness to buy . The authors suggested that this value is bring forrard from the bandwagon effect which influences an individual to conform to the prestige groups and to be magisterial from non-prestige reference group . Consumers of this group attach little(prenominal) importance to price as indicator of prestige but emphasise on the effect they make on others while consuming prestige brands . Some consumers of this group consume prestige brands as an root word to enter the prestige group that c onsumes such brandsPersonal Effectsworked up value : For a brand which satisfies an emotional desire such as a prestige brand , a product s subjective intangible benefits such as aesthetic appeal is understandably determining the brand selection . The authors suggested that this value is induced from the hedonic effect which influences the perceived utility acquired from a prestige brand to arouse feeling and affective states of consumers . Hedonist consumers are more interested in their own thoughts and feelings and will derriere less emphasis on price as an indicator of prestigeQuality value : prestigiousness is derived partly from the technical superiority and the entire cares that takes intrust during the production process The authors suggested that the quality effect make out in perfectionist consumers who value the perceived utility acquired from prestige brand to suggest superior product characteristics and performancesAccording to the , the consumer decision-making pro cess can be explained by the five main factors presen! ted above , and consumers would trade off less great values for more salient ones in serviceable decision-makings The definition of self-esteemSelf-esteem is a combination of psychological factors . It is the diorama you have of yourself .

It is based on your attitude to the followingYour value as a personThe job you doYour achievementsHow you think others see youYour purpose in lifeYour place in the worldYour potential for successYour strengths and weaknessesYour social status and how you relate to othersYour independence or ability to stand on your own feetSelf-esteem can include confidence , assertiveness , s elf-respect , untouchable bonds to and /or the respect of other people . Sometimes it includes ass table , arrogance and an attitude of superiority . An interesting point about Self-esteem is that it requires a sense of self , that the individual is an individual , separate and distinct from any others Self-esteem is a relation attitude , the perceived different between one individual and another (Richard F . Taflinger , 1996Research for Self-esteem related to Luxury get conductRichard F . Taflinger (1996 ) mentioned that theless , people need egoism . It gives them the sense of self-worth that allows them to like themselves . Like others , and rule life worth living . Marketers and advertisers have to know about this and use it as a peter for selling . In addition , he referred that self-conceit is by and large created and maintained differently for each gender : men find it in a hierarchy women in connecting with others . Alan Thein Durning (1992 ) also mentioned that buy things becomes both a proof of self-esteem and a ! means to social acceptance The consumers seek the luxury to show they are members of the classes above and to distinguish themselves from those belowDr . Sharon Livingston (2004 ) created The Livingston image of Self Esteem (tm to discover where each emotional benefit fits into The Livingston Paradigm will help marketers take the emotional understanding of the market . The paradigm is dissever to be four categories socio-economic class I : Self Actualisation and tidy Narcissism : This reflects esteem derived from specific personal accomplishments , mostly associated with self confidence , pride , creativity , a strong sense of gender identity , and empowerment and control over one s destinyCategory II : Interpersonal Love and romanticism : This is about esteem derived from adult , one-to-one , romantic retire relationshipsCategory III : Nurturing and parental Esteem : This focuses on esteem derived from victorious responsibility for the well being of offspringCategory IV : Altruism and social Esteem : This reflects esteem derived from the belief that one has contributed to the broader well being and welfare of societyIn most product arena Category I II lead to trial . They are to exciting , super charged actions , images and emotions . There is often a quick frisson associated with immediate bliss of pauperizations and needs In contrast , Category III IV lead to repeat purchase . They bet to be perennial term and more serious . They are more becalm and profound , but initially less motivatingSummary of Literature polish upsBranding is the process of making the name , logo or symbol , by which the consumers can relate , a product or service . From last three decades some of the brands are used as the status symbol and recognised oecumenic for the style and culture with them . Branding is successful in the societies in which individualistic cultural values are practised . Since UK has an individualistic culture people like uniqueness and el egance as being their nature traitFrom the review of! literatures related to Luxury , the luxury market is increment up . However , it is growing up unlike ever before . The new trend of preeminence between new luxury and old luxury is comely more overt and marketers need to take an important step to identify the new way of luxury marketingAccording to the Luxury brand experts in to be competitive in market it is important for the premium marketer to maintain and develop leadership in qualityIt was also found that the customers relate high prices to high quality and prestige of a brand . Companies are advised by most of the researchers to use unique price strategy in to improve the image of the brandAnother dimension is the factors , which constitute the brand s prestige These included Conspicuous value , Unique value , Social value , Emotional value , Quality value . In the opinion of the researcher the mentioned factors play an important part in the consumer decision-making which will result in shape of the trade off between the less salient values for more salient ones in practical decision-makingsThe review of literatures shows that Self-esteem has an influence to purchasing behaviour . Consumers either men or women make their decision in products along with their self-esteem . To increase the self-esteem there is potential for consumers , who have low level of self-esteem , to purchase more luxury products . Also to express their achievement , which is one thing to create self-esteem , people with high level of self-esteem tend to consume more of luxury products . all told is for helping them to be accepted in their societies . Then there are positive relationships between low high level of self-esteem and luxury purchasing behaviourReferences1 . Alan Thein Durning (1992 . How much is enough ? The Consumer fiat and the Future of the dry land . The earthwatch Environmental Alert series New York : Norton Company , Inc2 . Alsop , R (2006 . Luxury-Brand perplexity Gains Appeal Among M .B .A .s , Caree r book of account .com available from HYPERLINK hype! rtext transfer protocol / vane .careerjournal .com /myc /school /-alsop .html hypertext transfer protocol /www .careerjournal .com /myc /school /-alsop .html3 . American Heritage College Dictionary 4th sport (2002 . New York Houghton Mifflin Company4 . Bagwell , Laurie Simon and B . Douglas Bernheim (1996 , Veblen effectuate in a surmisal of Conspicuous role , American Economic study , 86 (3 , 349-3735 . Berkowitz , Eric N , Roger A . Kerin , Steven W . Hartley and William Rudelius (1992 , selling (3rd ed ) Homewood , IL . Irwin6 . Bernard Dubois and Sandor Czellar (2001 . Prestige Brand or Luxury Brand ? An Exploratory on Consumer intelligence . Retrieved April 04 , 2007 from http /www .hec .unige .ch /recherches_publications /cahiers /2002 /2002 .06 .pdf7 . Bovee , C . L Arens , W . F (1989 . present-day(a) advertising (3rd ed ) Homewood , Ill : Irwin8 . Braun , Ottmar L . and Robert A . Wicklund (1989 , Psychological Antecedents of Conspicuous Consumption , daybook of E conomic psychological science 10 (2 , 161-1869 . Corneo , Giacomo and Olivier Jeanne (1997 , Conspicuous Consumption Snobbism and Conformism , daybook of habitual Economics , 66 (October 55-7110 . Erickson , Gary M . and bunsy K . Johansson (1985 , The routine of scathe in Multi-Attribute harvesting evaluations , daybook of Consumer Research , 12 (September , 195-19911 . Festinger , Leon (1954 , A Theory of Social Comparison Process , Human transaction , 7 (1 , 117-14012 . Frank Vigneron and Lester W . Johnson (1999 . A Review and a Conceptual Framework of Prestige-Seeking Consumer Behaviour . Academy of Marketing perception Review13 . Garfein , Richard T (1989 Cross-Cultural Perspectives on the Dynamics of Prestige journal of Services Marketing , 3 (Summer , 17-2414 . Groth , John C . and Stephen W . McDaniel (1993 , The Exclusive Value Principle : The Basis for Prestige determine , Journal of Consumer Marketing , 10 (1 , 10-1615 . Hofstede , G . H (1980 . destination s consequences : international differences in work -r! elated values . Beverly Hills , khalif : acute Publications16 . Hong , Jae W . and George M . Zinkhan (1995 , Self-Concept and Advertising Effectiveness : The Influence of Congruency , Conspicuousness and result Mode , psychology and Marketing , 12 (1 , 53-7717 . Interbrand group (1992 . World s Greatest Brands : An International Review , New York : John Wiley18 . John O Shaughnessy and Nicholas Jackson O Shaughnessy (2002 Marketing , The Consumer Society and Hedonism . European Journal of Marketing , 36 , 534-54719 . Kamakura , Wagner A and Novak , Thomas(1992 . ethical code segmentation : Exploring the Meaning of LOV . Journal of Consumer Research , 19 , 119-13220 . Keller , K , L (2003 . Strategic Brand Management . Second Edition Pearson Education21 . Kotler ,(2000 . Marketing Management . Millenium Edition learner hall International22 . Lichtenstein , Donald R , spear H . Bloch and William C . Black (1988 Correlates of Price acceptability , Journal of Consumer Research , 15 (September , 243-25223 . Lichtenstein , Donald R , Nancy M . Ridgway and Richard G . Netemeyer (1993 , Price Perceptions and Consumer Shopping Behaviour : A Field call for , Journal of Marketing Research , 30 (May , 234-24524 . Lynn , Michael (1991 , Scarcity Effects on Value : A Quantitative Review of the commodity Theory Literature , Psychology and Marketing , 8 (1 , 45-5725 . McGivern , Y (2003 . The practice of market and social research : an introduction . Harlow : pecuniary times Prentice Hall26 . Michael J . Silverstein and Neil Fiske (2003 . Luxury for the Masses . Havard line of work Review , 4 , 48-5727 . Pam Danziger (2004 . Luxury Report , 2004 . Unity Marketing28 . Philip Kotler (2002 . Marketing Management 11th Edition Northwestern University : Prentice Hall of India29 . Quelch , John A (1987 , Marketing the Premium yield , assembly line Horizons , 30 (3 , 38-4530 . Ran Kivetz and Itamar Simonson (2001 . Self Control for The Righteous : Toward a Theory of Lux ury Pre-Commitment . Colombia University ISERP Workin! g . Retrieved April 04 , 2007 , from http /www .iserp .columbia .edu /research / working_s /2001_06 .html31 . Rao , Akshay R . and Kent B . Monroe (1989 , The Effect of Price , Brand make , and terminal Name on Buyers Perceptions of Product Quality : An Integrative Review , Journal of Marketing Research , 26 (August , 351-35732 . Richard F . Taflinger (1996 . Taking vantage : Me , Myself and I Self-esteem and Advertising . Retrieved April 04 , 2007 , from http /www .wsu .edu : 8080 taflinge /esteem3 .html33 . Roux , Elyette (1995 , Consumer rating of Luxury Brand Extensions , EMAC Conference , May , ESSEC , Paris34 . Saunders , Lewis Thornhill (2003 . Research Methods For Business Students , 3rd Edition FT Prentice Hall35 . Snyder , Charles R . and Howard L . Fromkin (1977 , Abnormality as a Positive Characteristic : The underdeveloped and Validation of a Scale Measuring Need for uniqueness , Journal of Abnormal Psychology , 86 (5 518-52736 . Solomon , Michael R (1994 , Consum er Behaviour (2nd ed , Boston MA . Allyn and Bacon37 . Stephen L . Warren (2002 . Consumer materialism and Human s Values Orientations . The University of Tennessee , Knoxville . Retrieved April 04 , 2007 , from ProQuest breeding Learning database38 . Thorstein Veblen (1899 . The Theory of blank Class . New York Dover Publication , Inc38 . Tellis , Gerard J . and Gary J . Gaeth (1990 , Best Value Price-Seeking , and Price Aversion : The Impact of culture and Learning on Consumer Choices , Journal of Marketing , 54 (April , 34-4539 . Uche Okonkwo , Redefining the Luxury Concept , Brand s , Retrieved April 04 , 2007 from HYPERLINK http /www .brandchannel .com /s_review .asp ?sp_id 485 http /www .brandchannel .com /s_review .asp ?sp_id 48540 . Verhallen , Theo M (1982 , Scarcity and Consumer Choice Behaviour Journal of Economic Psychology , 2 (2 , 299-32141 . Verhallen , Theo M . and Henry S . Robben (1994 , Scarcity and taste sensation : An Experiment on Unavailability and Produc t Evaluation Journal of Economic Psychology , 15 (Jun! e , 315-33142 . Veal , A . J (1997 . Research methods for leisure and tourism : A practical admit , 2nd ed , capital of the United Kingdom : pitman Publishing43 . Veblen , Thorstein B (1899 , The Theory of the Leisure Class Boston : Houghton Mifflin44 . Walliman , Nicholas S R , Bousmaha Baiche (2001 . Your research project : a step-by-step guide for the first-time researcher , London Thousand Oaks , Calif . Sage Publications , 2001 . ISBN : 45 . Zhang , Y Neelankavil , J .(1997 . The Influence of Culture on Advertising Effectiveness in China and the USA : A cross-cultural Study European Journal of Marketing , 31 (1 , 134-149 ...If you want to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper