Journal article
Is your perception of luxury similar to mine? A concept made of absolute and relative features
Publication Details
Authors: | Ürkmez, T.; Wagner, R. |
Publication year: | 2015 |
Journal: | Journal of Euromarketing |
Pages range : | 20-40 |
Volume number: | 24 |
ISSN: | 1049-6483 |
eISSN: | 1528-6967 |
Abstract
Luxury is a relative feature of goods and services. Despite the many empirical studies that have been conducted, marketing scholars have not agreed on a common definition or interpretation of the term ‘luxury' so far. This deficit causes improper interpretations and, thus, evokes a kind of growing conceptual confusion. Additionally, the increasing interest in luxury in recent years has contributed unintentionally to the ambiguity of the term. Advertising agenciesconsciously or unconsciously aim to take advantage of the confusion around the concept and propose the ‘attribute' of luxury for all kinds of trading up purposes. This article aims to contribute to a clarification of the concept of luxury by going deep into the relativity of this attribute and the related characteristics of luxury products. We present a scheme summarizing previous conceptualcontributions.
Luxury is a relative feature of goods and services. Despite the many empirical studies that have been conducted, marketing scholars have not agreed on a common definition or interpretation of the term ‘luxury' so far. This deficit causes improper interpretations and, thus, evokes a kind of growing conceptual confusion. Additionally, the increasing interest in luxury in recent years has contributed unintentionally to the ambiguity of the term. Advertising agenciesconsciously or unconsciously aim to take advantage of the confusion around the concept and propose the ‘attribute' of luxury for all kinds of trading up purposes. This article aims to contribute to a clarification of the concept of luxury by going deep into the relativity of this attribute and the related characteristics of luxury products. We present a scheme summarizing previous conceptualcontributions.
