2017
DOI: 10.1509/jm.15.0291
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Managing Status: How Luxury Brands Shape Class Subjectivities in the Service Encounter

Abstract: Although a large body of research has investigated how consumers use goods to signal their status, little is known about how brands manage status. The very few studies that have examined this topic are grounded in the traditional conception of status and focus on the possession and display of status signals. The authors offer an alternative understanding of status management by investigating the role of interactions in the service encounter. Drawing from extensive ethnographic work in luxury stores, they inves… Show more

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Cited by 187 publications
(139 citation statements)
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“…Past studies demonstrate the extent to which people create an impression of others on the basis of the clothing brands they wear (Eckhardt et al, 2015;Willems et al, 2012), while the evoking social status affect the object evaluation in terms of estimated price, value and willingness to pay for it (Guinn et al, 2015). In this scenario, luxury usually reminds images of rich people with rich lives, a sort of exclusive and inaccessible lifestyle (Dion and Borraz, 2017;Kapferer, 2012). The consumption of luxury brands is driven by social attributes such as self-expression and self-presentation, and by the need to exhibit social standing (Bian and Forsythe, 2012;Dion and Borraz, 2017;Eckhardt et al, 2015;Willems et al, 2012).…”
Section: Luxury Retailmentioning
confidence: 99%
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“…Past studies demonstrate the extent to which people create an impression of others on the basis of the clothing brands they wear (Eckhardt et al, 2015;Willems et al, 2012), while the evoking social status affect the object evaluation in terms of estimated price, value and willingness to pay for it (Guinn et al, 2015). In this scenario, luxury usually reminds images of rich people with rich lives, a sort of exclusive and inaccessible lifestyle (Dion and Borraz, 2017;Kapferer, 2012). The consumption of luxury brands is driven by social attributes such as self-expression and self-presentation, and by the need to exhibit social standing (Bian and Forsythe, 2012;Dion and Borraz, 2017;Eckhardt et al, 2015;Willems et al, 2012).…”
Section: Luxury Retailmentioning
confidence: 99%
“…In this scenario, luxury usually reminds images of rich people with rich lives, a sort of exclusive and inaccessible lifestyle (Dion and Borraz, 2017;Kapferer, 2012). The consumption of luxury brands is driven by social attributes such as self-expression and self-presentation, and by the need to exhibit social standing (Bian and Forsythe, 2012;Dion and Borraz, 2017;Eckhardt et al, 2015;Willems et al, 2012). Therefore, luxury brands can be seen as a symbol of personal and social identity (Tynan et al, 2010), while representing characteristics such as premium quality, heritage of craftsmanship, recognizable style, premium price, uniqueness (represented by the intrinsic scarcity value), and global reputation (Bian and Forsythe, 2012;Dion and Borraz, 2017).…”
Section: Luxury Retailmentioning
confidence: 99%
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