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Constructing a typology of luxury brand consumption practices

机译：构建奢侈品牌消费实践的类型

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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：奢侈品牌从营销和消费者研究学者中获得了很多关注。然而，研究消费者自己如何塑造奢侈品牌含义欠发达。在消费研究中的社会实践理论中的复苏之后，我们提供了一种新颖综合的奢侈品消费实践类型。在这样做时，我们阐明了品牌奢侈品的个性化含义在日常生活中的私人领域，因为奢侈品消费者在其实践表演中融入了各种材料，含义和能力。这些调查结果为学者和从业者提供了重要的见解，以在当代消费者文化背景下制定对奢侈品牌意义的多维质量和流动性的更加全面了解。

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