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Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception

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  • Stępień Beata

    (Poznań University of Economics and Business)

Abstract

Purpose: The article explores the grounds of possible interrelations of snob and bandwagon consumers’ inclinations in the luxury fashion sector. The reason to investigate this comes from the growth of inconsistent evidence among analyses of this subject. Consumers’ perception of luxury goods seems not only compound but also quite ambiguous at the same time. One of its reasons may be the wrong assumption that snob and bandwagon inclinations are opposite trends that cannot co-exist among individual motives of luxury purchases.

Suggested Citation

  • Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
    • Handle: RePEc:vrs:jmbace:v:26:y:2018:i:1:p:79-99:n:5
    DOI: 10.7206/jmba.ce.2450-7814.220
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    More about this item

    Keywords

    customer value perception; luxury goods sector; luxury fashion; snob effect; bandwagon effect; prestige-seeking behavior; new luxury markets;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory

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