Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s products and retail spaces. Exclusivity is a necessary component to create consumer desire despite limitations of accessibility, time, effort, and pricing. A new population of aspirational shoppers, known as Chandlers, highly value exclusive brands as they increase perceptions of social status. This study will examine the impact of loud vs. discrete luxury branding on perceptions of brand status and browsing intentions, and the moderating impact of the Chandler effect.
Beverly, Lauren E. and Foster, Jamye, "You Don't Belong: Exploring Luxury Branding Strategy" (2022). Association of Marketing Theory and Practice Proceedings 2022. 10.