Do Fighters Wear Prada? Consumer Dominance Orientation and Desire For Luxury Brands

We investigate when and why aggressive imageries may increase consumers’ desire for luxury brands. We propose that aggressive imageries increase brand attractiveness among low- (but not high-) dominance orientation consumers, because low- (but not high-) dominance orientation consumers see in aggressive luxury brands a promise of empowerment.



Citation:

Perrine Desmichel, David Dubois, and Bruno Kocher (2019) ,"Do Fighters Wear Prada? Consumer Dominance Orientation and Desire For Luxury Brands", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 51-56.

Authors

Perrine Desmichel, HEC Lausanne, Switzerland
David Dubois, INSEAD, France
Bruno Kocher, HEC Lausanne, Switzerland



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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