You Don't Belong: Exploring Luxury Branding Strategy

Document Type

Conference Proceeding

Publication Date

1-1-2022

School

Marketing

Abstract

Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s products and retail spaces. Exclusivity is a necessary component to create consumer desire despite limitations of accessibility, time, effort, and pricing. A new population of aspirational shoppers, known as Chandlers, highly value exclusive brands as they increase perceptions of social status. This study will examine the impact of loud vs. discrete luxury branding on perceptions of brand status and browsing intentions, and the moderating impact of the Chandler effect.

Publication Title

AMTP Proceedings 2022

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