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Title:
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Luxury & Myself
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|
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How Luxury Experiences Contribute to Consumer Selves |
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Author:
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Bauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea |
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Abstract:
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Hitherto literature in the area of luxury and luxury brands predominantly applies a
management-oriented view of luxury. This project departs from traditional views on
luxury by focusing on consumers’ experiences with what they perceive as luxury. More
specifically, the objective is to enhance understanding regarding how luxury experiences
contribute to consumers’ selves. The empirical study is exploratory in nature and relies
on consumer diaries regarding consumer luxury experiences. This project contributes to
existing literature by outlining four different forms of how luxury relates to consumers’
selves. |
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URI:
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http://hdl.handle.net/10398/8683
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Date:
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2013-04-29 |
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Notes:
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Paper presented at the 41st EMAC Conference 2012, Lisbon. |
This work is licensed under a Creative Commons License.
