02001nam a22003017a 4500 OSt 20250910143529.0 250910b |||||||| |||| 00| 0 eng d 1547-7185 0022-2429 English tbs English Signaling Status with Luxury Goods: The Role of Brand Prominence / Jee Han Y., Nunes J.,Dreze X. Journal of Marketing 2010 Journal of Consumer Psychology, vol 16, 57-69, 2006 This research introduces "brand prominence," a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need for status want to associate with their own kind and pay a premium for quiet goods only they can recognize. Wealthy consumers high in need for status use loud luxury goods to signal to the less affluent that they are not one of them. Those who are high in need for status but cannot afford true luxury use loud counterfeits to emulate those they recognize to be wealthy. Field experiments along with analysis of market data (including counterfeits) support the proposed model of status signaling using brand prominence. Conspicuous consumption 25850 Handbags Luxuries 10795 Shoes 25852 Proletariat 25851 Marketing 1020 Han, Young Jee 25853 Nunes, Joseph C. 25854 Drèze, Xavier 25855 https://bibliotheque.tbs-education.fr/Default/doc/bth/51168738/signaling-status-with-luxury-goods-the-role-of-brand-prominence lcc 0 0 lcc 0 0 TBS TBS 2025-09-10 0 4930 2025-09-10 https://bibliotheque.tbs-education.fr/Default/doc/bth/51168738/signaling-status-with-luxury-goods-the-role-of-brand-prominence 2025-09-10 18 Journal of marketing, 2010-07, Vol.74 (4), p.15-30 4930 4930