Conspicuous consumption of the elite: Social and self-congruity in tourism choices

This paper relies on social and economic psychology to explore how the travel choices of Portuguese citizens, with different status levels in their daily lives, perceive and adopt different conspicuous travel patterns because of public exposure. To account for the moderated role of public exposure on conspicuous travel patterns, 36 Portuguese citizens were interviewed. Q-methods were applied to explore the varying senses of conspicuous travel choices among citizens with different levels of public exposure, both individually and relative to each other. Complementary qualitative methods were applied, in order to explore how the interviewees construct tourism conspicuous meanings that match their social or self-representations. The results suggest that social contexts moderate the ways in which individuals perceive and experience conspicuous travel. Further, the results show that public groups with higher exposure tend to prefer subtle signals of conspicuousness, in order to differentiate themselves from the mainstream

Rumeurs : le plus vieux média du monde

321 pages, 146 références bibliographiquesOn trouverait des vers de terre dans les hamburgers ; le rapport sur la mort de Kennedy ne dirait pas «tout»; des jeunes femmes disparaîtraient dans l'arrière-boutique de certains commerçants, etc. Les rumeurs sont partout. Vraies? Fausses? Quand naissent-elles? Comment circulent-elles ? Qui les propage? Jean-Noël Kapferer, à l'aide de nombreux exemples que chacun connaît, explique ce phénomène à la fois familier et curieusement encore peu connu. Il analyse l'utilisation des rumeurs en politique, dans la concurrence entre entreprises, dans la vie des stars et dans la vie quotidienne. Enfin, il explore les réactions possibles: peut-on éteindre une rumeur? Jean-Noël Kapferer, connu pour ses recherches sur la communication, l'image et la publicité, a déjà publié les Chemins de la persuasion et l'Enfant et la Publicité. Il est professeur à HEC et à l'ISA, et président de la Fondation pour l'étude et l'information sur les rumeurs

Is the luxury industry really a financier's dream ?

Cahier de recherche du Groupe HEC Paris n°935/2010Cahier de recherche du groupe HEC Paris n°935Although modest in terms of sales , compared to most other sectors, luxury does get a high share of investors' , financial analysts' and media attention. Why would this sector receive a share of attention much bigger than its actual weight? Is it because of its glamourous image, or the incredible prices attached to its products , now displayed in all the media for mass desire ? Are the financiers dreaming too ? An analysis of published financial accounts shows that Luxury Groups' performance does not appear exceptional. Companies from the internet economy exhibit much greater profitability. Of course not all luxury groups are equal : some, such Hermès, show outstanding financial performance but many others do not. Though, luxury groups appear to make financial market dream when considering their valuation multiple. What then fuels the dream ? First , the expectations based on these best of class companies . They make believe that their success can be emulated as long as one follows the discipline of a real luxury strategy. Another explanatory factor is that Luxury groups brand portfolios exhibit themselves a wide variance of results. Most brands are at pain, while some show remarkable results. It is these exceptions which carry the dream of the sector. Most investors do believe that, with flair and the right turn-around , each small or ailing luxury brand will have its chance. Just as Dior or Louis Vuitton were small and unexciting , once they were bought by LVMH they have now reached the sky and become the stars of the luxury world

Beyond Rarity: The Paths to Luxury Desire

International audienc

Beyond Rarity: The Paths to Luxury Desire

International audienc

Is luxury sufficient to create brand desirability? A cross-cultural analysis of the relationship between luxury and dreams

International audienceA key feature of the luxury industry is its ability to sell dreams, such that consumers often refer to luxury products as desirable dream objects. This study aims to assess the empirical validity of this proposition. Does luxury actually fuel dreams? Because brands are manifestations of these dreams, this study examines if the dream value of an expansive set of brands relates directly to perceptions of them as luxury brands. More than 3,200 real luxury buyers, from six countries, participated in interviews about 60 luxury brands. The results reveal a strong correlation between luxury perceptions and the dream value of brands, across all countries. Yet, despite being categorised as luxury representatives though, many brands are not endowed with as much dream value as might be expected. Being perceived as a luxury product is not sufficient to evoke dreams and boost brand desirability. This is important for luxury brand management

Beyond Rarity: The Paths to Luxury Desire

International audienc

The impact of brand penetration and awareness on luxury brand desirability : a cross country analysis of the relevance of the rarity principle

International audienceThe global market for luxury brands has witnessed sustained growth in the last two decades, driven by purchases from emerging economies such as China and rising upper middle classes. Because luxury is associated with rarity and exclusivity, fears arise about whether continued growth might dilute the leading luxury brands' desirability. Prior studies offer conflicting results about the effect of greater market penetration on luxury brands' desirability; it appeared negative in the USA but not in Asia, today's highest growth luxury markets. The present research analyzes 3200 luxury consumers' perceptions of 60 major brands across six Eastern and Western countries, both emerging and mature. The overall effect of increased market penetration on luxury desirability remains negative, while the impact of awareness remains always positive. This confirmation of the rarity principle has notable implications for marketing luxury brands that seek to sustain their dream value