Journal
JOURNAL OF BUSINESS RESEARCH
Volume 99, Issue -, Pages 414-421Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2017.09.019
Keywords
Brands; Luxury; Social practices; Meaning construction; ZMET
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Luxury branding has received much attention from marketing and consumer research scholars. Yet, research into how consumers themselves shape luxury brand meanings is underdeveloped. Following the resurgence of the application of theories of social practices in consumer research, we offer a novel and comprehensive typology of luxury consumption practices. In doing so, we shed light on how personalized meanings of brand luxury are emerging in the private sphere of everyday life, as luxury consumers integrate various materials, meanings, and competencies within their practice performances. The findings provide important insights for both scholars and practitioners in developing a more holistic understanding of the multi-dimensionality and fluidity of luxury brand meanings in the context of contemporary consumer culture.
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