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Consumers Against Luxury Brands: Towards a Research Agenda

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Antigone G. Kyrousi

    (Deree—The American College of Greece)

  • Prokopis K. Theodoridis

    (University of Patras)

Abstract

Luxury branding is a highly dynamic and evolving area within brand management. Despite evidence from consumption practices which indicates that there is a negative side in consumers’ relationships with luxury brands and responses to them, existing literature on luxury branding seems to remain predominantly focused on the positive aspects of consumption. The paper synthesizes insights from literature on luxury branding, negative brand relationships and theoretical views on negative consumer responses. A research agenda highlighting issues that merit further investigation on this topic is subsequently proposed so as to guide subsequent research efforts. Promising topics for further research are identified research in the following domains: (a) negative internal responses to luxury brands, (b) the antecedents and consequences of negative responses to luxury brands, (c) the dynamics of negative consumer-luxury brand relationships, and (d) the interplay between consumer positivity and negativity.

Suggested Citation

  • Antigone G. Kyrousi & Prokopis K. Theodoridis, 2019. "Consumers Against Luxury Brands: Towards a Research Agenda," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1007-1014, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_116
    DOI: 10.1007/978-3-030-12453-3_116
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    Keywords

    Luxury brands;

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