331960869X by Unknown

Author:Unknown
Language: eng
Format: epub
Published: 2017-09-06T17:39:11+00:00

94

5 Defining Luxuriousness

Perceived Luxuriousness as a Combination

of Interactive Elements

Luxuriousness evolves from the interpreter—the consumer. It gets its value in relation to the perceiver or interpreter, and thus cannot be separated

from the person who is making sense of the world. Therefore, for example,

brands that are not necessarily defined as luxury brands may still be per-

ceived as containing luxuriousness. Acknowledging that perceived luxuri-

ousness is an ambiguous and complex consumer emotion (Yun et al. 2001,

2003) raises the question of whether there is any conformity, or integrative elements that contribute to and influence perceptions of luxuriousness;

and, if so, what is the relationship between these elements?

To tackle this relative concept of luxuriousness, interactive elements

that influence consumers’ interpretations of the luxuriousness of a brand

will be introduced, and relationships between them discussed, through a

conceptual model. Drawing on the previous literature, perceived luxuri-

ousness combines four interactive elements: the extended product (value

in use and consumption), perceived authenticity, perceived uniqueness

and context specificity.

In relation to the existing brand literature, as well as consumer research

relating to luxury brands, these elements are not new. They are often

associated with luxury definitions and are highlighted in the brand lit-

erature in one form or another, and thus they are valid and relevant.

However, the contribution of this book lies in the multifaceted content

that these elements gain when approached from a consumer perspective.

For example, one of the most self-evident characteristics of luxury,

authenticity, is often neglected in the luxury brand literature, unless it

becomes a challenge or a problem in the form of inauthenticity or coun-

terfeiting. Luxury brands, in particular, are suffering from and struggling

with a global counterfeit market. On the other hand, luxury counterfeits

tell a story about the desire for and success of a brand, despite the nega-

tive aspects of links with illegal and criminal acts, and often also with

narcotics, weapons, human trafficking and terrorism (e.g., Thomas

2007; Anti- counterfeiting 2013). Thus, authenticity is regarded as an inherent characteristic of luxury brands, but its role as a starting point for

Perceived Luxuriousness as a Combination of Interactive Elements 95

luxury brands is often ignored. This book brings authenticity to the core

of the discussion, as it is a relevant characteristic defining and influenc-

ing consumers’ perceptions of luxuriousness. Perceived authenticity, as a

key element constituting perceived luxuriousness, should be given atten-

tion, understood in greater depth and cherished, and not just discussed

when it is absent.

The four interactive elements come into existence through consumers’

perceptions and interpretations. Thus, the starting point is individuals as

consumers, who consume goods for what they mean personally. These

meanings derive from an interpretation process that combines consum-

ers’ perceptions and interpretations, and thereby experiences (Prus 1996).

Perceptions are regarded as the ‘process of becoming aware of something

through senses’ (Arnould et al. 2005, p. 299). Perception is often seen as a ground for interpretation, which refers rather to sense-making or giving

meaning to sensory stimuli (perception) through reflection. Perceptions

become meaningful through consumers’ interpretations, which are con-

strued in relation to personal premises such as previous experiences and

thoughts, and in relation to the social context. This book refers to ele-

ments such as ‘perceived authenticity’ and ‘perceived uniqueness’. In this

sense, actual

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.