Power and Status in Consumer Communities: Some Insights From a Netnographic Study of Luxury Timepiece Collectors

Navdeep Athwal, Warwick Business School, University of Warwick, UK
David Arnott, Warwick Business School, University of Warwick, UK
This research explores a novel function of collecting behaviour, revealing that collecting high-end timepieces plays an important role in signalling power, status, and rank in this internationally renowned, hybrid (online and offline), luxury timepiece enthusiast community.
[ to cite ]:
Navdeep Athwal and David Arnott (2014) ,"Power and Status in Consumer Communities: Some Insights From a Netnographic Study of Luxury Timepiece Collectors", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 770-770.