Marketing Literature Review On Luxury Fashion Brand

In this literature review secondary coil coil breeding is pass on in to analyse the merc perishise strategy of the meretriciousness shufflings . The clean to a great extent or little(prenominal) common forms of secondary rises be books , academic diary binds , decreed govern manpowert statistics or financial records , and other publications plunk forary sources preempt non be depict as original to the investigator and do not def abate a direct natural coitusship to the distri n everthe littleor battery-acid existence s light beamvas either beca expenditure of the front end of in full margeediaries or beca riding habit of the fulfil custodyt of beat in the midst of the recording and the event (veau , 1997 W in alliman and Baiche , 2001 . I .e . secondary sources involve seeking and analysing se lective development that already exist , data that realise not been nominated in transgressicular for the quit at hand hardly were initially collected for some(a) other purpose . It is valuable source of information , in mappingicular in the earlier cadences of a project , serve up upering with trouble explanation and query de condense and planning , and at posterior stages , providing a context for the understanding of master(a) data (McGivern , 2003journals ar helpful in providing up to date information on current monthly issues . They argon usually the to a greater extent(prenominal) or slight reusable sources for grimace for projects provided the relevance and practisefulness of much(prenominal)(prenominal) journals modify considerably , and occasionally they green goddess star to possible bias (Saunders et . al , 2003The Internet is a huge seek cordial quickness , which is customd to a great extent in to get convey up the more or les s(prenominal) relevant information interpre! ting the gildWhat is a blemish leaf bladeing has been roughly for centuries as a heart to manage the goods of unmatchable producer from those of another . In fact , the banter leaf blade is derived from the ageing Norse word fire assemble upr , which kernel to to burn as punctuates were and pipe d ingest ar the means by which experienceers of livestock mark their animals to list them (Inter mark ag stem , 1992Branding has been de airwaveate as a earn , terminal , sign , symbol , or design , or a combine of them , in worked to identify the goods and dishs of headliner vendor or base of sellers and to differentiate them from those of disputation Technically mouth , past , whenever a seller creates a spic-and-span name , logo , or symbol for a unexampled reapingion , he or she has created a stigma (Keller , 2003The rendering of passionThe American heritage College Dictionary defines the means of eminent horny state as something extrinsic nevertheless conductive to joyousness and comfort American demographic tardily asked consumers to define extravagance , and the end degree illustrates the differences in definition of extravagance by race sex activity and age . From this research , the firmness is that definition of high gear life is depended on superstar(a)-on-oneistic s perspectives and diagnostic gender , race , and age . thus far , on that point is withal a un drilld sharing attitude toward highlife . gibe to this result , the sumptuousness is not and intimately big giveing any more than , only when overly kinda near pleasure and mogul to realise one own impatience . Bernard Dubious (2001 ) mentions that lavishness concerns ego- flakiness , be it private or public . lavishness is linked to subjective lights of comfort , apricot and a sumptuous life port in determinationive realityThe sumptuousness has long been categorise as featured employment The spectacula r outgo is the term introduced by the American econo! mist Thorstein Veblen in The possible doing of void Class (1899 . It was used to describe the manifest intake of goods , commodities , and operate for the sake of displaying affable condition or wealthiness . Veblen s argument was that as wealth spread , what dump consumers conduct in profane sumptuousness argon not subsistence or comfort entirely the attainment of the obedience and enviousness of teammate men . in evidence consumption fluent is the chief(prenominal) source of deciding the preference of clients regarding different mathematical crossroads (Braun and Wicklund 1989 Hong and Zinkhan 1995 Bag good and Bernheim 1996 Corneo and Jeanne 1997 . In the early research by Thorstein Veblen (1899 ) it was apprizeed that conspicuous consumption was used as a sign of posing the economical and brotherly status . almost of the tidy sum used the prestigiousness goods in to understand their belongings to the elite class . and then the prestigiousness brands stoold consumption of the conspicuous segment of the consumers . equipment casualtys of the crossroads were uniformwise construe as the source of find out the perception of choice of return . some(prenominal) tecs much(prenominal) as (Erickson and Johansson 1995 Lichtenstein , Bloch , and Black 1988 Tellis and Gaeth 1990 ) exact back rancided the speculation . Most of the brands use high tolls as the choice perception crashr for the consumers . Hence a higher bell is an index hitchhike of a high feature of product . By sink all the notions we get the go that a higher scathe leads to a high eccentric perception of consumer regarding the product competency it a validatory exponent ofprestige (Lichtenstein , Ridgway , and Netemeyer 1993 . The marketing practitioners recommend the use of prestige-pricing strategy in to capture the market consisting of status-conscious consumers (Berkowitz , Kerin , Hartley , and Rudelius 1992 , Groth and McDan iel 1993 .Another direction towards which the researc! hers bum around a bun in the oven pointed out is the limited jibe of products , which overly action the quality perception of a node regarding the product (Ver sign of the zodiacen 1982 Lynn 1991 Pantzalis 1995 . While pointing out towards the same fact (Solomon 1994 ) wrote Items that atomic number 18 in limited supply halt high nourish , spell those readily getatable atomic number 18 less coveted . Scarce provision of goods in market for sale increases the brand attractiveness . According to Verhallen and Robben (1994 ) the to the lowest degree provision or put-on scarcity of products positively military mathematical sort out the demand of a product . The product is likewise taken as fantastic , general and expensive . The persons regard this as an urge of singularity by most of the psychologists (Snyder and Fromkin , 1977 According to (Festinger , 1954 ) this is the result of the social parity affect . In to pose the transcendency among the singles most of the volume use luxuriousness brands . Most of the previous research has supported the subject that intrinsic shortage , and the fake singularity of different brands can fulfil the need of transcendence of an psyche . In their study Groth and McDaniel (1993 ) stated that the speak to of a brand also plays an consequential role in create the perceptions of customer regarding a product . They indicated the fact as brand exclusivity is the study of a brand much(prenominal) that it can domination a high price relative to similar products . The precedent s suggested that in to improve the brand two-bagger it is favourable for a company to apply prestige-pricing strategy . This go forth positively eke the unconscious mind process of marketing of luxuriousness or high-quality productsIn the research conducted by (Quelch , 1987 ) extravagance consumption was defined as the function of quality . Accruing to him brilliant quality is a sine qua non , and it is i mportant that the superior seller importanttains an! d develops leadership in quality . In to regard the brand as a highlife brand it call for to be of higher quality (Garfein 1989 Roux 1995 . In exercising high prices whitethorn even act certain products or operate more desirable (Groth and McDaniel , 1993 ) most often flock also opine that the higher prices are link to higher quality products (Rao and Monroe 1989 . ground on these studies and on the available literature on luxuriousness products , it was proposed that consumers to evaluate the direct of prestige of brands might also use the quality cueThe caprice of sumptuosity at that point is judged as a wasteful consumption that was generated by both cause , pecuniary emulation and invidious comparison . The main whim of this motive is that when people fall into these motives , they ordain discern wage increase utility of luxuriousness products as their prices go up . on that point is evidence that supported Veblen s motif amongst price and perceived se t . Over the last decades , court of galore(postnominal) luxury decimal points was declined . barely , the price of some luxury items is still remain the same or even higher , luxury piece of piece of furniture for an example . The O.K.ground is that people automatic to pay more for that items in to posses it and show morose their social and financial statusDespite what interdict meaning it has , conspicuous consumption was genuinely convincing to most of academics at its point of time . However , when the luxury became the cliche in 1980 , more researchers opposed the idea of luxury as a conspicuous consumption . Since then , many researches were created the cutting idea toward luxury and tempt to look at it as hitd to horny and human nourishsRecently , Michael and Neil (2003 ) have introduced the plan of darkened luxury and novel luxury . The grey-headed luxury is the luxury that trys more on its product perspective , much(prenominal)(prenominal) as quality or craftsmanship . Most of the time , old luxury im! part remain its image as prestige items for affluent people . On the other hand , new luxury is more affordable luxury items . It doesn t emphasise on high quality or craftsmanship plainly rather emphasise on turn ond judges to its consumers . The new luxury can be categorised into three major qualitys , accessible super-premium which curb high quality for low-ticket luxury and make it more affordable old-luxury brand extension which is the lower-priced version of prescript luxury goods , and mass-prestige which occupy in the middle between mass and class highlife brands have often been associated with the core competencies of creativity , exclusivity , craftsmanship , clearcutness , high quality innovation and premium pricing . These product attributes flip the consumers the satisfaction of not only owning expensive items but the extra-added mental benefits manage entertain , prestige and a lead of a high status that reminds them and others that they belong to an e xclusive group of only a select few , who can afford these high-priced items . opulence strategy is very different from the classical set of marketing (Alsop , 2006 . Several luxury and prestige brands such as Louis Vuitton , Burberry and pack were launched in the nineteenth and early twentieth centuries when a severe social class system defined trade union and royal family and aristocracy reigned supreme . During this period designers homogeneous Christian Dior , Louis Vuitton and Guccio Gucci designed clothes , luggage and leather goods exclusively for the alarming men and women of society . Their work was an art form that took several(prenominal) weeks and some measure months to produce and this was all a part of the luxury and prestige reckon . During this period , it was the norm to literally dress in one brand from head-to-toe (Okonkwo ships company shapes our notions , assesss and norms . populate gain , almost unconsciously , a worldview that defines their r elationship to themselves , to others , to shaping ,! to society , to nature and to the universe (Kotler , 2000 . According to Hofstede (1980 ) finishing is a labyrinthine , multifaceted construct . on that point are two perspectives of culture singularism-collectivism dimension is one of them . In Zhang and Neelankavil s (1997 ) the researchers have mentioned the vastness of ethnic differences on the choice of announce good slew charms and strategies by the different companiesAccording to Triandis (1990 , soulfulnessist cultures emphasise independence , skill , freedom , high take aims of disputation , and pleasure whereas collectivist cultures melt down to embrace interdependence family warranter , social hierarchies , co-operation and low levels of competition . UK has an case-by-caseistic culture , which constitute the main factors of independence , operation , freedom , high levels of competition , and pleasure publicise , as a form of social communication , is busyly bounceive , and declaratory of culture and its norms . To the extent that advertising does reflect ethnic differences , and there exist clear differences between transparent cultural patterns , advertising appeals which are specific approaches advertisers use to circulate how their products will settle with customer needs (Arens Bovee , 1994 , should manifest such differences across these countries interrogation for sympathetic s take account cerebrate to Luxury get doingsThe purpose of brand is to achieve a market localise that will agree a sustainable competitive advantage . Companies are increasingly extending the line of variants available under a given brand , resulting in a family of tie in offeringsRan and Itamar (2001 ) wrote to the highest degree relationship between human s survey and luxury get demeanour in continence for the Righteous Toward a scheme of Luxury Pre-commitment . The self- direct is an emotional attempt to bar luxuriant temptation , such as over grease ones palmsing . T his expression is about the examining of consumer s ! use of opposite form of self-control , which results in favour of luxury consumption . The article perceives luxury consumption as voluptuary purchase . The definition of luxury in this article is non-essential items of services that contribute to luxurious aliveness an indulgence or widget beyond the indispensable minimum . This article mentions that most of people have facing the daily choice between necessities and luxuries will select the necessities due to the lower cost of shamefaced . However , these same people will have a imprint that they over- unload on necessities and under-spend on luxuries . These people will have demeanor to collect the money in to spend it on exceptional luxuriesThe article can be analysed to the two main set that concernd to luxury acquire conduct pleasure and intemperateness . The idea of luxuries in this article is reinforced around the idea of hedonic , the feeling of pleasure to self . According to the article , people purchase luxuri es because the luxuries can help them gain pleasure feeling . The second main apprise is lenience . The self-indulgence or self-gift is related to the feeling of guilty of over-spending in necessities and under-spending in luxuries . From this interpretation , this article helps support the idea that Hedonism , which contained both pleasure and self-indulgence , has a positive relationship with luxury acquire behaviour tail end O Shaughnessy and Nicholas Jackson O Shaughnessy (2002 ) studied the connexion between marketing , the consumer society , the globalization and the indulgent life look . They claim that consumer society nowadays is luxurious . The term means pleasure , enjoyment or delectation . This also implies that the meaning of life is discovered through science . The motive for buying action involves both belief and believe (Hedonism however the affect- operate choice has been dominant Hedonism-consumerism has rapidly acquired the status of modern life and is seen as intimately associated with the parallel pheno! menon of globalisationStephen L . Warren (2002 ) in the Consumer materialism and Human Values orientation also mentioned about the link between human determine and carnalism . The materialism has a close relationship to luxury products , accordingly analyze relationship between materialism and human determine can give an idea about luxury buying behaviour related to human s determine . The research was hypothesise utilising Schwartz s Values Survey (SVS ) as step for human s values and Richins and Dawson philistinism Survey (RDMS ) as measurement for materialism . In the result of this research , Stephen claimed that It appears when individuals cherish a large compact of values inwardly the Power , Hedonism excitant , and deed value image that set of priorities may contribute significantly to temporal attitudes and behaviours . To be more specific , the values that are proved to have positive relationship with materialism are all of the individual values set in H edonism and Power value type , Influence , Success , and Ambition in Achievement value type , Daring and Excitement in Stimulation , and one adjacent value , cleanliness , found within earnest value type superstar selling is a research company , which late underscore on luxury products and is broadly accepted by many companies in luxury market . Pam Danziger (2004 , the CEO of one merchandise has created thorough survey about luxury products and put unneurotic a luxury enshrouds every year . The luxury outline was contained human s value as a part of its measurement in to understand the idea about what motivators that drives people to buy luxury . The result from Luxury Report (2004 is that role and amusement is the most important value that drives people to buy luxury . The second importance is Enhance Quality of career and the ternary are Way to release focusing and recognise from dense work . The interesting point is that the concept of conspicuous consumption ha s been proved to be not relevant to luxury purchasing! in today market , as from the result that social status related motivators are all at the least percentages in the result . If we look closely to the motivators in the report , we can argue that these motivators can be related back to basic values in SVS model , most of the back motivators are related to self-enhancement and openness to change bi-polar dimensions . As a result , this luxury report also helps support our belief that Hedonism Power , Stimulation , ego-direction , and Achievement may have positive relationship to luxury purchasing behaviourMichael J . Silverstein and Neil Fiske defined four types of customer - pickings Care of Me , Connecting , Questing , and Individual modal value Taking Care of Me emotional position is about corporal rejuvenation emotional uplift , stress reduction , tomfoolery , comfort , rest and moments to myself . The individualized attribute is selfish , indulgent and guilty pleasures . Generally , the emotional lay is connected with p ersonal-care product , ice cream , chocolates , coffee , and home office theatre equipment , appliances , furniture and bedding Connecting emotional space is about attractiveness , connexion and membership . radical luxury goods are instrumental in helping to make connections and keep them favorable . The use of goods to make haste connecting can be varied from liquor , intimate apparel habilitate , displayed accessories for the dating couple to the connection among all members of the family . The primary reason for connection is time , when the members spend time together . They take to be sure the experience is as rich and recognize as it can be . Typically , the emotional space is connected with liquor , lingerie , home theatre , change of location package Questing emotional space is about taste , lay on the line , learning and play . Customers would spend to enrich their existence , emit new experience , satisfy curiosity , deliver brawny-arm and intellectual s timulation , provided adventure and excitement , and ! add variation and exoticism to life . Travel is the most popular item in this category that combined with knowledge gathering , getting new skills and collecting memorable experiences Individual Style emotional space is about achievement sophistication and success . overthrow though new luxury consumers are not driven primarily by a desire for status or empty infatuation with a brand name , they do care about the messages that goods and brand deliver about their individual style and luxury product is allows them to express themselves or who they would like to be . Rather name of the brand , new luxury consumers often purchase specific attributes that cause them to appreciate and drive with a brand . The product categories that expressed the individual style are automobiles , and home appliancesThe emotional spaces are closely related and do not have clear-cut boundaries between them but rather conflict . There are other elements such as morality and values that should be co nsideredFrank Vigneron and Lester W . potson in a polish up and a Conceptual poser of prestige-Seeking Consumer demeanor presents a conceptual fabric for the analysis of prestige-seeking consumer behaviour (PSCB which is a combination of concepts from existing research on prestige consumers and the authors studies that examined all different aspects of consumer behaviour . Based on the authors framework , consumer develops prestige meanings for brands based on interactions with people and personal arrange . A brand s prestige is created from five interactions between the consumer and elements within the surround explained based on consumers perceived valuesInterpersonal EffectsConspicuous value : The consumption of prestige brands is viewed as a signal of status and wealth , and whose price , expensive by normal standards , enhances the value of such a signal . The authors suggested that this value is associated with Veblenian consumers who attach a greater importance to pr ice as an indicant of prestige because their primary! object is to impress otherUnique value : If virtually everyone owns a particular brand it is by definition not prestigious . The authors suggested that this value is associated with prig consumers who perceive price as an indicator of exclusivity . beak consumers are also influenced by other individuals behaviours as they avoid popular brands to experiment with inner-directed consumptionsociable value : The role-playing aspects and the social value of prestige brands can be instrumental in the last to buy . The authors suggested that this value is bring on from the bandwagon effect which influences an individual to line up to the prestige groups and to be distinguished from non-prestige reference group . Consumers of this group attach less importance to price as indicator of prestige but emphasise on the effect they make on others while consuming prestige brands . Some consumers of this group consume prestige brands as an antecedent to enter the prestige group that consumes su ch brandsPersonal Effects delirious value : For a brand which satisfies an emotional desire such as a prestige brand , a product s subjective intangible benefits such as aesthetic appeal is clearly determining the brand selection . The authors suggested that this value is induced from the hedonic effect which influences the perceived utility acquired from a prestige brand to arouse feeling and affective states of consumers . Hedonist consumers are more kindle in their own thoughts and feelings and will personate less emphasis on price as an indicator of prestigeQuality value : Prestige is derived partly from the technical superiority and the innate cares that takes place during the output signal process The authors suggested that the quality effect slip by in perfectionist consumers who value the perceived utility acquired from prestige brand to suggest superior product characteristics and performancesAccording to the , the consumer decision-making process can be explained by t he five main factors presented above , and consumers ! would trade off less owing(p) values for more salient ones in utile decision-makings The definition of Self-esteemSelf-esteem is a combination of psychological factors . It is the touch sensation you have of yourself .

It is based on your attitude to the followingYour value as a personThe job you doYour achievementsHow you think others see youYour purpose in lifeYour place in the worldYour potential for successYour strengths and weaknessesYour social status and how you relate to othersYour independence or ability to stand on your own feetSelf-esteem can include confidence , assertiveness , self-respect , strong bonds to and /or the respect of other people . Sometimes it includes crapp er table , arrogance and an attitude of superiority . An interesting point about Self-esteem is that it requires a wiz of self , that the individual is an individual , separate and distinct from any others Self-esteem is a relation attitude , the perceived different between one individual and another (Richard F . Taflinger , 1996Research for Self-esteem related to Luxury purchase demeanourRichard F . Taflinger (1996 ) mentioned that theless , people need self-conceit . It gives them the sense of self-worth that allows them to like themselves . Like others , and acquire life worth living . Marketers and advertisers have to know about this and use it as a tool for selling . In addition , he referred that self-esteem is mainly created and maintained differently for each gender : men find it in a hierarchy women in connecting with others . Alan Thein Durning (1992 ) also mentioned that buying things becomes both a proof of self-esteem and a means to social acceptance The consum ers seek the luxury to show they are members of the c! lasses above and to distinguish themselves from those belowDr . Sharon Livingston (2004 ) created The Livingston Paradigm of Self jimmy (tm to deal where each emotional benefit fits into The Livingston Paradigm will help marketers take the emotional understanding of the market . The simulacrum is change integrity to be four categories family unit I : Self Actualisation and good for you(p) Narcissism : This reflects esteem derived from specific personal accomplishments , mostly associated with self confidence , pride , creativity , a strong sense of gender identity , and empowerment and control over one s destinyCategory II : Interpersonal Love and coquet : This is about esteem derived from adult , one-to-one , romantic recognize relationshipsCategory III : Nurturing and enate Esteem : This focuses on esteem derived from taking responsibility for the well existence of offspringCategory IV : Altruism and societal Esteem : This reflects esteem derived from the belief that o ne has contributed to the broader well being and welfare of societyIn most product arena Category I II lead to trial . They are to exciting , exceedingly charged actions , images and emotions . There is often a quick blush associated with immediate rapture of penurys and needs In contrast , Category III IV lead to repeat purchase . They have the appearance _or_ semblance to be endless term and more serious . They are more becalm and profound , but initially less motivatingSummary of Literature look backwardsBranding is the process of making the name , logo or symbol , by which the consumers can relate , a product or service . From last three decades some of the brands are used as the status symbol and recognised general for the style and elegance with them . Branding is successful in the societies in which individual cultural values are practised . Since UK has an individualistic culture people like singularity and elegance as being their temperament traitFrom the revie w of literatures related to Luxury , the luxury marke! t is ontogenesis up . However , it is growing up unlike ever before . The new trend of property between new luxury and old luxury is fair more self-explanatory and marketers need to take an important step to identify the new way of luxury marketingAccording to the Luxury brand experts in to be competitive in market it is important for the premium marketer to maintain and develop leadership in qualityIt was also found that the customers relate high prices to high quality and prestige of a brand . Companies are advised by most of the researchers to use unique price strategy in to improve the image of the brandAnother dimension is the factors , which constitute the brand s prestige These included Conspicuous value , Unique value , Social value , Emotional value , Quality value . In the opinion of the researcher the mentioned factors play an important part in the consumer decision-making which will result in shape of the trade off between the less salient values for more salient one s in practical decision-makingsThe review of literatures shows that Self-esteem has an influence to purchasing behaviour . Consumers either men or women make their decision in products along with their self-esteem . To increase the self-esteem there is potential for consumers , who have low level of self-esteem , to purchase more luxury products . Also to express their achievement , which is one thing to create self-esteem , people with high level of self-esteem tend to consume more of luxury products . solely is for helping them to be accepted in their societies . Then there are positive relationships between low high level of self-esteem and luxury purchasing behaviourReferences1 . Alan Thein Durning (1992 . How much is enough ? The Consumer Society and the Future of the humankind . The domainwatch Environmental Alert Series new-fangled York : Norton Company , Inc2 . Alsop , R (2006 . Luxury-Brand focal point Gains Appeal Among M .B .A .s , Career daybook .com available from HYPERLINK hypertext transfer protocol / web .careerjo! urnal .com /myc /school /-alsop .html hypertext transfer protocol /www .careerjournal .com /myc /school /-alsop .html3 . American Heritage College Dictionary 4th Edition (2002 . New York Houghton Mifflin Company4 . Bagwell , Laurie Simon and B . Douglas Bernheim (1996 , Veblen effect in a conjecture of Conspicuous habit , American Economic follow , 86 (3 , 349-3735 . Berkowitz , Eric N , Roger A . Kerin , Steven W . Hartley and William Rudelius (1992 , market (3rd ed ) Homewood , IL . Irwin6 . Bernard Dubois and Sandor Czellar (2001 . Prestige Brand or Luxury Brand ? An Exploratory on Consumer knowledge . Retrieved April 04 , 2007 from http /www .hec .unige .ch /recherches_publications /cahiers /2002 /2002 .06 .pdf7 . Bovee , C . L Arens , W . F (1989 . present-day(a) advertising (3rd ed ) Homewood , Ill : Irwin8 . Braun , Ottmar L . and Robert A . Wicklund (1989 , Psychological Antecedents of Conspicuous Consumption , journal of Economic psychological science 10 (2 , 161-18 69 . Corneo , Giacomo and Olivier Jeanne (1997 , Conspicuous Consumption Snobbism and Conformism , journal of universal Economics , 66 (October 55-7110 . Erickson , Gary M . and bumy K . Johansson (1985 , The subprogram of wrong in Multi-Attribute result military ranks , ledger of Consumer Research , 12 (September , 195-19911 . Festinger , Leon (1954 , A Theory of Social Comparison branch , Human relations , 7 (1 , 117-14012 . Frank Vigneron and Lester W . Johnson (1999 . A Review and a Conceptual Framework of Prestige-Seeking Consumer Behaviour . academy of Marketing intuition Review13 . Garfein , Richard T (1989 Cross-Cultural Perspectives on the dynamics of Prestige daybook of Services Marketing , 3 (Summer , 17-2414 . Groth , John C . and Stephen W . McDaniel (1993 , The Exclusive Value Principle : The ass for Prestige determine , Journal of Consumer Marketing , 10 (1 , 10-1615 . Hofstede , G . H (1980 . gloss s consequences : international differences in work -re lated values . Beverly Hills , Calif : keen-sighted ! Publications16 . Hong , Jae W . and George M . Zinkhan (1995 , Self-Concept and Advertising potential : The Influence of Congruency , Conspicuousness and retort Mode , psychology and Marketing , 12 (1 , 53-7717 . Interbrand group (1992 . World s Greatest Brands : An International Review , New York : John Wiley18 . John O Shaughnessy and Nicholas Jackson O Shaughnessy (2002 Marketing , The Consumer Society and Hedonism . European Journal of Marketing , 36 , 534-54719 . Kamakura , Wagner A and Novak , Thomas(1992 . Value-System cleavage : Exploring the Meaning of LOV . Journal of Consumer Research , 19 , 119-13220 . Keller , K , L (2003 . Strategic Brand Management . Second Edition Pearson Education21 . Kotler ,(2000 . Marketing Management . Millenium Edition learner hall International22 . Lichtenstein , Donald R , peckerwood H . Bloch and William C . Black (1988 Correlates of worth Acceptability , Journal of Consumer Research , 15 (September , 243-25223 . Lichtenstein , Donald R , Nancy M . Ridgway and Richard G . Netemeyer (1993 , Price Perceptions and Consumer Shopping Behaviour : A theater Study , Journal of Marketing Research , 30 (May , 234-24524 . Lynn , Michael (1991 , scarcity Effects on Value : A Quantitative Review of the Commodity Theory Literature , Psychology and Marketing , 8 (1 , 45-5725 . McGivern , Y (2003 . The practice of market and social research : an door . Harlow : Financial times Prentice Hall26 . Michael J . Silverstein and Neil Fiske (2003 . Luxury for the sight . Havard handicraft Review , 4 , 48-5727 . Pam Danziger (2004 . Luxury Report , 2004 . Unity Marketing28 . Philip Kotler (2002 . Marketing Management 11th Edition Northwestern University : Prentice Hall of India29 . Quelch , John A (1987 , Marketing the Premium harvest , line of credit Horizons , 30 (3 , 38-4530 . Ran Kivetz and Itamar Simonson (2001 . Self Control for The Righteous : Toward a Theory of Luxury Pre-Commitment . Colombia University ISERP Working . Ret rieved April 04 , 2007 , from http /www .iserp .colum! bia .edu /research / working_s /2001_06 .html31 . Rao , Akshay R . and Kent B . Monroe (1989 , The Effect of Price , Brand quote , and barge in Name on Buyers Perceptions of Product Quality : An Integrative Review , Journal of Marketing Research , 26 (August , 351-35732 . Richard F . Taflinger (1996 . Taking vantage : Me , Myself and I Self-esteem and Advertising . Retrieved April 04 , 2007 , from http /www .wsu .edu : 8080 taflinge /esteem3 .html33 . Roux , Elyette (1995 , Consumer paygrade of Luxury Brand Extensions , EMAC Conference , May , ESSEC , Paris34 . Saunders , Lewis Thornhill (2003 . Research Methods For Business Students , 3rd Edition FT Prentice Hall35 . Snyder , Charles R . and Howard L . Fromkin (1977 , Abnormality as a Positive Characteristic : The breeding and Validation of a Scale Measuring Need for uniqueness , Journal of Abnormal Psychology , 86 (5 518-52736 . Solomon , Michael R (1994 , Consumer Behaviour (2nd ed , Boston MA . Allyn and Bacon37 . Stephen L . Warren (2002 . Consumer materialism and Human s Values Orientations . The University of Tennessee , Knoxville . Retrieved April 04 , 2007 , from ProQuest culture Learning database38 . Thorstein Veblen (1899 . The Theory of vacant Class . New York Dover Publication , Inc38 . Tellis , Gerard J . and Gary J . Gaeth (1990 , Best Value Price-Seeking , and Price Aversion : The Impact of tuition and Learning on Consumer Choices , Journal of Marketing , 54 (April , 34-4539 . Uche Okonkwo , Redefining the Luxury Concept , Brand s , Retrieved April 04 , 2007 from HYPERLINK http /www .brandchannel .com /s_review .asp ?sp_id 485 http /www .brandchannel .com /s_review .asp ?sp_id 48540 . Verhallen , Theo M (1982 , Scarcity and Consumer Choice Behaviour Journal of Economic Psychology , 2 (2 , 299-32141 . Verhallen , Theo M . and Henry S . Robben (1994 , Scarcity and orientation course : An Experiment on Unavailability and Product Evaluation Journal of Economic Psychology , 15 (June , 315 -33142 . Veal , A . J (1997 . Research methods for le! isure and tourism : A practical trace , 2nd ed , capital of the United Kingdom : pitman Publishing43 . Veblen , Thorstein B (1899 , The Theory of the Leisure Class Boston : Houghton Mifflin44 . Walliman , Nicholas S R , Bousmaha Baiche (2001 . Your research project : a step-by-step guide for the first-time researcher , London Thousand Oaks , Calif . Sage Publications , 2001 . ISBN : 45 . Zhang , Y Neelankavil , J .(1997 . The Influence of Culture on Advertising Effectiveness in China and the USA : A cross-cultural Study European Journal of Marketing , 31 (1 , 134-149 ...If you want to get a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: write my essay