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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor

Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA

Read More

Featured

P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.