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Marketing Review St. Gallen

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01-02-2012 | Luxus und Konsum

Do Prestige Goods Enhance Self-Esteem and Professionalism? A Study on Users of Luxury-Branded Shirts

Authors: Gemini V. Joy, MBA, M. Phil., Dr. P. S. James

Published in: Marketing Review St. Gallen | Issue 1/2012

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Luxury/prestige-branded products play various roles, from self motivation to social acceptance, in the consumer market. Motives for purchasing premium brands vary from person to person and from profession to profession. The present study was conducted to analyze whether self-esteem and professionalism motives are satisfied or enhanced through the usage of luxury/prestige-branded shirts among male entrepreneurs, professionals and non-professionals. …

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Title: Do Prestige Goods Enhance Self-Esteem and Professionalism? A Study on Users of Luxury-Branded Shirts
Authors: Gemini V. Joy, MBA, M. Phil.
Dr. P. S. James
Publication date: 01-02-2012
Publisher: Gabler Verlag
Published in: Marketing Review St. Gallen / Issue 1/2012
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI: https://doi.org/10.1007/s11621-012-0106-9

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