G5. the Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry
This paper introduces the concept of brand noise as a new comprehensive approach to “loud” and “quiet” luxury branding. Further, we empirically show that consumer preferences toward loud and quiet goods are not always driven by social status but also by personality traits such as extraversion and openness to experience.
Daria Erkhova, Elena Ehrensperger, Harley Krohmer, Wayne Hoyer, and John Zhang (2018) ,"G5. the Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 905-905.
Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA
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Holly S Howe, Duke University, USA
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