Signaling Status with Luxury Goods: The Role of Brand Prominence
Signaling Status with Luxury Goods: The Role of Brand Prominence
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DOI：
10.1509/jmkg.74.4.015
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发表时间：
2010-07
影响因子：
12.9
通讯作者：
Y. Han;Joseph C. Nunes;Xavier Drèze
中科院分区：
文献类型：
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作者：
Y. Han;Joseph C. Nunes;Xavier Drèze
这项研究引入了“品牌突出度”，这是一种反映产品上品牌标记或标志的显着程度的结构。作者提出了一种分类法，根据消费者的财富和地位需求将其分配到四个群体中的一个，并证明了每个群体对品牌显眼或不显眼的奢侈品的偏好如何与他们与自己和其他群体成员交往或脱离的愿望相一致。地位需求较低的富裕消费者希望与自己的同类交往，并为只有他们能识别的安静商品支付溢价。对地位有高度需求的富裕消费者使用响亮的奢侈品来向不太富裕的人发出信号，表明他们不是他们中的一员。那些对地位有很高需求但买不起真正奢侈品的人会使用响亮的假货来模仿他们认为富有的人。现场实验以及市场数据（包括假货）分析支持了所提出的使用品牌知名度的状态信号模型。
This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers low in need for status want to associate with their own kind and pay a premium for quiet goods only they can recognize. Wealthy consumers high in need for status use loud luxury goods to signal to the less affluent that they are not one of them. Those who are high in need for status but cannot afford true luxury use loud counterfeits to emulate those they recognize to be wealthy. Field experiments along with analysis of market data (including counterfeits) support the proposed model of status signaling using brand prominence.