New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?

New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?

Copyright: © 2021 |Pages: 20
ISBN13: 9781799843696|ISBN10: 1799843696|EISBN13: 9781799843702
DOI: 10.4018/978-1-7998-4369-6.ch003
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MLA

Rodrigues, Paula, and Ana Pinto Borges. "New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?." Building Consumer-Brand Relationship in Luxury Brand Management, edited by Paula Rodrigues and Ana Pinto Borges, IGI Global, 2021, pp. 45-64. https://doi.org/10.4018/978-1-7998-4369-6.ch003

APA

Rodrigues, P. & Borges, A. P. (2021). New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?. In P. Rodrigues & A. Borges (Eds.), Building Consumer-Brand Relationship in Luxury Brand Management (pp. 45-64). IGI Global. https://doi.org/10.4018/978-1-7998-4369-6.ch003

Chicago

Rodrigues, Paula, and Ana Pinto Borges. "New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?." In Building Consumer-Brand Relationship in Luxury Brand Management, edited by Paula Rodrigues and Ana Pinto Borges, 45-64. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-4369-6.ch003

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Abstract

Understanding the concept of luxury and knowing what luxury means is still necessary and pertinent research because the definition of what luxury is has not proved to be consensual, and those that exist leave out the understanding of how fragmented meanings of today's society appear and influence consumers' perceptions of luxury. While the terms of new and old luxury have gained popularity in the literature, there remains little empirical research comparing consumers' perceptions of new and old luxury brands. Therefore, it can be said that previous research on luxury contributes to improvements under the point of view centred on the product of the meaning of luxury while the current era of popularization and democratization of luxury causes confusion and, what luxury means today, remains unclear. This research intends, through an extensive literature review, to clarify the main differences between the concepts of new and old luxury brands.

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