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Subject: Consumers’ Perceptions and Evaluations of Luxury and Luxury Brands
Accessed via: Klaus-Peter Wiedmann, Chapter 14, pp.287-308 from the book published on July 14, 2021.
In this chapter, we delve into a critical examination of methodologies employed to gauge consumer perception and evaluation of luxury goods. We start with elucidating the intricate relationship between customers and luxury brands, followed by presenting and analyzing popular measurement concepts in this area. This discussion will highlight three critical challenges that future research eavors need to address:
1 Identifying pertinent points of reference for evaluating luxury products requires a systematic and nuanced approach.
2 The dynamic interplay between conscious and subconscious perception necessitates comprehensive investigation.
3 Recording the perceived value of luxury brands demands a more sophisticated .
Subsequently, we offer initial proposals med at addressing these research gaps. This chapter primarily guide researchers in understanding consumer perspectives on luxury goods through an integrative analysis of existing literature and innovative insights.
Keywords: Luxury Perception, Reference Points, Value Associations, Levels of Luxury, Luxury Brands, Implicit Information Processing, Explicit Information Processing, Unconscious Drivers, Conscious Drivers, Measurement, Perceived Luxury Value
Subject: Marketing
Business Strategy
Business and Management
Collection: Oxford Handbooks Online
Access detls:
The chapter provides comprehensive insights on the perception of luxury products by consumers.
It outlines challenges in measuring consumer perceptions and evaluations.
Suggestions for future research are proposed to enhance understanding.
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Consumer Perception of Luxury Brands Measurement Concepts in Luxury Evaluation Challenges in Evaluating Luxury Products Future Research on Luxury Branding Insights Value Associations with Luxury Goods Integrative Analysis of Luxury Perceptions