A Luxury Perspective on Brands: Characteristics, Value, and the Eye of the Beholder

Renu Emile, AUT University, Auckland, New Zealand
Margaret Craig-Lees, Auckland University of Technology, New Zealand
This study focuses on young adult consumers’ brand choices in relation to the self. It demonstrates the contextual nature of perceptions of luxury. Further, it provides evidence that the concept of luxury can be extended to a range of brands - beyond those traditionally viewed as top of the line or high end haute-couture.
[ to cite ]:
Renu Emile and Margaret Craig-Lees (2011) ,"A Luxury Perspective on Brands: Characteristics, Value, and the Eye of the Beholder", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 307-310.