KOREASCHOLAR

THE SOCIAL ACCEPTABILITY OF LUXURY AUTOMOBILES

Johannes Winter, Oliver P. Heil
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314669
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.220-230
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Due to the widening social gap, creation of social acceptability has become a key factor of success in luxury brand-building for automotive companies. We develop and apply an acceptability scale in the context of luxury cars. The empirical results confirm strong influences of brand associations, socio-demographic characteristics and materialistic preferences.

Keyword
social acceptabilityluxury automobileluxury brand-buildingautomotive company brand associationssocio-demographic characteristicsmaterialistic preferences
Author
  • Johannes Winter(Johannes Gutenberg University Mainz, Germany)
  • Oliver P. Heil(Heil, Johannes Gutenberg University Mainz, Germany)