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RISS 인기검색어
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- 저자 : Aditi Grover,Mardie Miller,Kirsten Cowan (검색결과 1 건)
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GLOBAL LUXURY BRANDING & CONSUMER WELL-BEING: THE TWAIN (SHALL) MEET
Aditi Grover,Mardie Miller,Kirsten Cowan 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The paper proposes to develop a framework to help examine the factors and processes by which luxury advertising can impact consumer health across the globe. While luxury products such as Burberry and Gucci have been a source of much pride and might accentuate the need for conspicuous consumption (Veblen 1899) within a society, we seek to examine how luxury brands across categories can produce both favorable and unfavorable consequences on consumer health. The model would offer insights into essential factors and processes not only those who aspire such luxury brands, but also for those who have no such desire. With the theoretical underpinnings, the suggested model will draw its predictability powers across the fields of marketing (e.g., branding), psychology (i.e., cognitive dissonance theory, social perception theories) and network theories (social contagion theory). This suggested framework will focus on body image, specifically eating disorders (e.g., anorexia), and will exemplify how luxury brand communication can have quick detrimental effects on young adolescent females across the globe. At the same time, the model will also demonstrate how and what factors can lead the global community down a more healthy socially integrated pathway with luxury branding still being the driving force.
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