“Luxury Meets My Implicit Needs”: Four Prototypes of Luxury Brand Appeals and Their Differential Effects

Fang Wan, University of Manitoba, Canada
Ray Lavoie, University of Manitoba, Canada
Pingiping Qiu, Monash University, Australia
Prior work on luxury focuses on status-driven luxury consumption. We extend this line of work, employ content analysis of luxury brands advertisements, and developed four typologies of luxury. We also examined their interaction effects with consumers’ implicit self-esteem.
[ to cite ]:
Fang Wan, Ray Lavoie, and Pingiping Qiu (2014) ,"“Luxury Meets My Implicit Needs”: Four Prototypes of Luxury Brand Appeals and Their Differential Effects", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 816-816.