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Constructing a typology of luxury brand consumption practices

机译：构建奢侈品牌消费行为的类型学

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摘要

Luxury branding has received much attention from marketing and consumer research scholars. Yet, research into how consumers themselves shape luxury brand meanings is underdeveloped. Following the resurgence of the application of theories of social practices in consumer research, we offer a novel and comprehensive typology of luxury consumption practices. In doing so, we shed light on how personalized meanings of brand luxury are emerging in the private sphere of everyday life, as luxury consumers integrate various materials, meanings, and competencies within their practice performances. The findings provide important insights for both scholars and practitioners in developing a more holistic understanding of the multi-dimensionality and fluidity of luxury brand meanings in the context of contemporary consumer culture.
机译：奢侈品牌已受到市场营销和消费者研究学者的广泛关注。但是，关于消费者自己如何塑造奢侈品牌含义的研究尚不完善。随着社会实践理论在消费者研究中的兴起，我们提供了一种新颖而全面的奢侈品消费实践类型。在此过程中，我们揭示了随着奢侈品消费者在实践行为中融合各种材料，含义和能力，品牌奢侈品的个性化含义如何在日常生活的私人领域中浮现。这些发现为学者和从业者提供了重要的见解，使他们对当代消费者文化背景下的奢侈品品牌含义的多维性和流动性有了更全面的了解。

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