Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 4: Fulfilling identity motives through luxury consumption

Mario Pandelaere and L.J. Shrum

Abstract

The present chapter analyzes the different personal needs that consumers can address through luxury consumption. We propose that luxury consumption may enable consumers to construct and maintain favorable impressions about themselves in terms of efficacy, self-esteem, meaning, continuity, distinctiveness, and belonging. We provide an overview of research on the interplay between these motivations and luxury consumption. We discuss how luxury consumption allows consumers to signal favorable impressions both to themselves and to other people, and when this process may fail. We end with a discussion of new research opportunities.

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