KOREASCHOLAR

DESIGNER AND CONSUMER PERCEPTIONS OF PREMIUM AND LUXURY: A SOCIAL CONSTRUCTIONIST ANALYSIS

Yael Pedro, Enav Friedmann
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422072
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.78-79
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The social constructionist theory of art states that the value of art and luxury brand design is constructed by social interactions. It distinguishes between an independent "reality" and a socially constructed "reality," in which meanings can differ. However, research on luxury fashion brands mainly focuses on consumers' reality and rarely examines the topic through a social constructionist lens. This paper looks at the impact of worldwide luxury fashion "designers’ reality" on "consumers’ reality” when evaluating the brand. Three studies investigated how consumers and designers perceive premium and luxury brand design.

Keyword
The social constructionist theoryBrand value perceptionPremium and LuxuryConsumersFashion designers
Author
  • Yael Pedro(Shenkar College of Engineering, Design, and Art, Israel)
  • Enav Friedmann(Ben Gurion University, Israel)