Luxury Brands Journal Pdf
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Wall Street Journal Pdf
– The results show that in this market consumers perceive quality as a brand determinant. Further, strong patron status suggests a “snob effect” among respondents, who buy exclusive items in an attempt to distinguish themselves. Hence, rare products indicate respect and prestige among the respondents. Furthermore, this paper defines two sub‐categories, namely “old aristocracy” and “new money”, with the latter more ascendant in the case of a developing market. It also showed that luxury consumers behave similarly worldwide, regardless of economic or social surroundings.