You Don't Belong: Exploring Luxury Branding Strategy
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.
AMTP Proceedings 2022
Beverly, L. E.,
(2022). You Don't Belong: Exploring Luxury Branding Strategy. AMTP Proceedings 2022.
Available at: https://aquila.usm.edu/fac_pubs/20082