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.74.4.15
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发表时间：
2010-07-01
影响因子：
12.9
通讯作者：
Dreze, Xavier
中科院分区：
文献类型：
--
作者：
Han, Young Jee;Nunes, Joseph C.;Dreze, Xavier
本研究引入了“品牌显著性”，这是一种反映产品上品牌标志或标志的显著性的结构。作者提出了一种分类法，根据消费者的财富和对地位的需求，将他们分为四类，他们展示了每个群体对显眼或不显眼品牌奢侈品的偏好如何与他们与自己和其他群体成员联系或分离的愿望相对应。对地位要求不高的富裕消费者希望与自己的同类交往，并愿意为只有他们能认出的安静的商品支付溢价。富有的消费者非常需要彰显自己的地位，他们用花哨的奢侈品向不那么富裕的人发出信号，表明自己不是他们中的一员。那些非常需要地位，但买不起真正奢侈品的人，会用响亮的仿冒品来模仿他们认为有钱的人。现场实验以及对市场数据（包括假冒产品）的分析支持使用品牌显著性的地位信号模型。
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.