Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand

Abstract

agement of these brands is idiosyncratic and shrouded in mystery. In this article, we seek to address these problems. Drawing on the works of philosophers such as Popper, Heidegger, and Whitehead, we dimensionalize, define, and differentiate luxury brands. Conceptualizing Luxury BrandsA review of the literature reveals a paucity of definitions of what constitutes a luxury brand. Researchers and authors tend to leave the definition implicit. 3 The concept of luxury and the corollary of the luxury brand are contentious. Some consider them to be socially divisive. For example, Veblen argued that people used the conspicuous consumption of luxury goods to signal wealth, power, and status. 4 Sekora echoing Veblen contends, "the concept of luxury is one of the oldest, most important, and most pervasive negative principles for organizing society Western history has known." 5 Others view luxury as a tonic for our humdrum world. Twitchell argues for the "trickle down" effect of luxury: products and services that are considered luxury in one generation become a common staple in the next. 6 Luxury is one of the drivers of growth in free markets, for people aspire to the luxurious.

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

“…Another antecedent which is brand perceptions also has its significance in contributing customer purchase behaviour. Brand perceptions included functional, experiential and symbolic value generated (Berthon, Pitt, Parent, & Berthon, 2009;Vigneron & Johnson, 2004). Additionally, another antecedent which is brand preference has its significance in explaining customer purchase behaviour.…”

They are not all same: variations in Asian consumers’ value perceptions of luxury brands

“…First, it extends the three dimensional value perceptions framework developed by Berthon et al (2009). Employing the theory of impression management, the study separates the dimension of symbolic value into two distinct aspects of self-directed symbolism and other-directed symbolism.…”

“…Berthon et al (2009) suggest that in order to understand luxury values, it is essential to capture the full dimensionality of the relationships amongst people, products, and brands. Following Karl Popper's "three worlds" hypothesis, Berthon et al (2009) conceptualize luxury brands with three distinct value-based dimensions: symbolic, experiential and functional. The symbolic dimension gets reflected in the social signals which are constructed through the narrative associated with the brand's meaning, myth, stories and consumer's own wealth, prestige and social status.…”

“…More recently, Berger and Ward (2010) further argue that cultural capital will be a significant driver of symbolism through possessions (also see Bourdieu 1984). The functional dimension relates to the material embodiment which reflects in physical manifestations such as quality of material and craftsmanship (Berthon et al 2009). The experiential dimension is associated with subjectivity and is idiosyncratic, as it differs from person to person.…”

“…Experiential value is highly subjective and gets reflected through the hedonic dimensions of a brand (Berthon et al 2009). McCracken (1986 opines that there is a significant relationship between individual prosperity and the desire for products with symbolic aspects.…”