Signaling status with luxury goods: The role of brand prominence
Han, Nunes and Dreze introduce brand prominence, the conspicuousness of a brand's mark on a product, and sort consumers into four groups by wealth and need for status. Each group's preference for conspicuous or inconspicuous luxury goods reflects whether its members want to associate with or distance themselves from others. Wealthy consumers with a low need for status favour understated goods recognisable to their peers. Field experiments and market data support the model. Colour is not tested. Journal of record: Journal of Marketing 74(4), 2010.
Han, Nunes and Dreze introduce brand prominence, the conspicuousness of a brand's mark on a product, and sort consumers into four groups by wealth and need for status. Each group's preference for conspicuous or inconspicuous luxury goods reflects whether its members want to associate with or distance themselves from others. Wealthy consumers with a low need for status favour understated goods recognisable to their peers. Field experiments and market data support the model. Colour is not tested. Journal of record: Journal of Marketing 74(4), 2010.
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Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4). doi:10.1509/jmkg.74.4.015 https://doi.org/10.1509/jmkg.74.4.015