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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
368  Chapter 11
Luxury Brand Index
Vigneron and Johnson (2004) developed the luxury brand index to understand consumers’ views
about luxury brands and measure the amount of “luxury” that a brand or product encapsu-
lates. These dimensions measure consumers’ perceptions. There are two components—personal
and non-personal perceptions of consumers. Personal perceptions are based on symbolism and
“extended self” of individuals, while non-personal perceptions have three elements— exclusivity,
conspicuousness, and quality. Here, digital natives feel that if a brand is rare and exclusive, it can
be considered as a real luxury. Conspicuousness means that when these individuals use the lux-
ury brand or products in public (which is the digital space), ...
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Publisher Resources

ISBN: 9789353941468