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First Impressions
Status Signaling Using Brand Prominence

Authors:

Xavier Drèze
Young Jee Han
Joseph C. Nunes

Publisher:

MSI reports
2009, 09-107

Abstract:

Consumers use luxury goods to signal status in different ways. By varying brand prominence and price across products within a single brand, a company can target both the expert "Patricians" and those who desire status conferred by a luxury good.