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A Review and a Conceptual Framework of Prestige-Seeking Consumer ...

Source: www.amsreview.org
Topic: Consumer Behavior

Sort Desciption: Interpret and expand existing consumer behavior models in order to develop a specific ... Stimulate further research on prestige-seeking consumer behavior. ...

Content Inside: Vigneron and Johnson / A Review and a Conceptual Framework of Prestige A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior Franck Vigneron The University of Sydney California State University Northridge Lester W. Johnson Monash University Franck Vigneron is assistant professor of Marketing College of Business & Economics California State University Northridge 18111 Nordhoff Street Northridge CA 91330-8376 USA franck.vigneron@csun.edu. Correspondence concerning this article should be addressed to Professor Lester W. Johnson Monash Mt. Eliza Business School Monash University PO Box 2224 Caulfield Jct. Victoria 3161 Australia. The authors thank the editor Morris B. Holbrook for his helpful suggestions as well as three anonymous JCMR reviewers for their useful comments on earlier versions of the manuscript. EXECUTIVE SUMMARY This paper discusses the existing consumer knowledge dealing with aspects of prestige and based on this literature develops a conceptual framework useful for the analysis of prestige-seeking consumer behavior (PSCB). The purpose of this paper is to combine the concepts of existing research on prestige consumers (rather limited) and studies which examined entirely different aspects of consumer behavior but coincidentally produce valuable information. By examining all the sources of prestige consumption in a broad and integrated way we shall provide a new perspective that draws from rather than substitutes for previous research. The objectives of this literature review can be summarized as follows: Contribute to the emerging literature on prestige consumption in examining and defining the key perceived values which form the concept of prestige. Interpret and expand existing consumer behavior models in order to develop a specific prestige-seeking consumer behavior framework. Generate a framework to help marketers build and monitor the prestige of brands. Stimulate further research on prestige-seeking cons ...

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