Consumer rapport to luxury : analyzing complex and ambivalent attitudes
OpenGrey (Institut de l'Information Scientifique et Technique)Published 1 January 2001
Bernard Dubois, Gilles Laurent, Sandor Czellar, Chambre de Commerce et d'Industrie de Paris, 78 - Jouy-en-Josas (France). Groupe HEC
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Abstract
The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture modeling, identifies three types of consumer rapport to luxury.
Keywords
Business, Management and Accounting