Luxury in the Eyes of the Beholder: Effectiveness of Luxury Appeals and Consumer Segments

Fang Wan, University of Manitoba, Canada
Ray Lavoie, University of Manitoba, Canada
Pingping Qiu, Monash University, Australia
Our work broadens the categories of luxury via our content analysis of luxury brand advertisements. We then tested the effectiveness of the four luxury appeals among different consumer segments.
[ to cite ]:
Fang Wan, Ray Lavoie, and Pingping Qiu (2015) ,"Luxury in the Eyes of the Beholder: Effectiveness of Luxury Appeals and Consumer Segments", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 812-812.