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Brand Exclusivity, Privacy and the Perception of Luxury in the ‘Physiognomy Mystery’ Events

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  • Phala Pang

Abstract

This study analyses the importance of exclusivity and privacy of Physiognomy Mystery, a private community (club) in the entertainment and arts sector. Through short interviews with selected members, the case presents customer perceptions on how the attachment to these core values could construct a brand of perceived luxury, increasing the final customer experience. A strong emotional attachment, the sense of community belonging and trust reflect a unique experience for the participants that could be exceptionally inferior for outsiders. It is finally shown that the co-development and immediate involvement of members on every operational aspect may finally create a brand community with the essence of luxury, fulfilling the demand of the selected members for private, iconic experiences on apparently conventional services.

Suggested Citation

  • Phala Pang, 2022. "Brand Exclusivity, Privacy and the Perception of Luxury in the ‘Physiognomy Mystery’ Events," South Asian Journal of Business and Management Cases, , vol. 11(2), pages 119-128, August.
    • Handle: RePEc:sae:sajbmc:v:11:y:2022:i:2:p:119-128
    DOI: 10.1177/22779779221102197
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