000			02001nam a22003017a 4500
003			OSt
005			20250910143529.0
008			250910b |||||||| |||| 00| 0 eng d
022			_a1547-7185
022			_a0022-2429
040			_aEnglish _ctbs
041			_aEnglish
245			_aSignaling Status with Luxury Goods: The Role of Brand Prominence _c/ Jee Han Y., Nunes J.,Dreze X.
260			_bJournal of Marketing _c2010
362			_aJournal of Consumer Psychology, vol 16, 57-69, 2006
520			_aThis 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.
650		0	_aConspicuous consumption _925850
650		0	_aHandbags
650		0	_aLuxuries _910795
650		0	_aShoes _925852
650		0	_aProletariat _925851
650		0	_aMarketing _91020
700			_aHan, Young Jee _925853
700			_aNunes, Joseph C. _925854
700			_aDrèze, Xavier _925855
856			_uhttps://bibliotheque.tbs-education.fr/Default/doc/bth/51168738/signaling-status-with-luxury-goods-the-role-of-brand-prominence
942			_2lcc
999			_c4930 _d4930