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

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Featured

When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.

MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore

Read More

Featured

N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

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.