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 MoreFeatured
Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence
Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University
Featured
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
Featured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex