A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior

9366 Words Apr 25th, 2008 38 Pages
Vigneron and Johnson / A Review and a Conceptual Framework of Prestige
A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior
Franck Vigneron The University of Sydney California State University Northridge
Lester W. Johnson Monash University
Franck Vigneron is assistant professor of Marketing, College of Business & Economics, California State University Northridge, 18111 Nordhoff Street, Northridge CA 91330-8376, USA, franck.vigneron@csun.edu. Correspondence concerning this article should be addressed to Professor Lester W. Johnson, Monash Mt. Eliza Business School, Monash University, PO Box 2224, Caulfield Jct., Victoria 3161, Australia. The authors thank the editor Morris B. Holbrook for his helpful suggestions, as
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In sum we define five values of prestige combined with five relevant motivations, as follows.
VALUES
MOTIVATIONS
Conspicuous
Veblenian
Unique
Snob
Social
Bandwagon
Emotional
Hedonist
Quality
Perfectionist
CONCLUSION
This review and analysis offers several potential contributions from previous works, but particularly, extends the exploratory analysis carried out by Dubois and Laurent (1994) on the attitudes towards the concept of luxury. We suggest that marketers may use the theoretical framework developed to assess the level of prestige from of their brands and then use the results to make certain positioning decisions, such as enhancing low aspects of prestige or evaluating the result of their latest advertising campaign aiming at improving prestige. Academy of Marketing Science Review
Volume 1999 No. 1 Available: http://www.amsreview.org/articles/vigneron01-1999.pdf
Copyright © 1999Academy of Marketing Science.
Vigneron and Johnson / A Review and a Conceptual Framework of Prestige 1
A REVIEW AND A CONCEPTUAL FRAMEWORK OF PRESTIGE-SEEKING CONSUMER BEHAVIOR
As a result of the spectacular growth of luxury markets1 over the past ten years, the marketing literature has recently seen substantial interest in the study of prestige brands2. Yet, little is known about how to best market and monitor prestige brands. Research in the UK by the market research firm Applied Futures anticipated important social changes as the year 2000 nears

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