The purpose of this study is to explore marketers’ reaction towards the recession in terms of the applied marketing strategies, tactics and activities and the examination of the marketing budget formulation and its allocation in the context of Greece, where the economic recession is lasting more than six years.
Theoretically, the meanings attached to luxury brands have been thought to be integrated in consumers’ identities, yet this possibility has not yet been explicitly investigated. This paper describes the development of a 23-item instrument for assessing the enrichment of an individual's personal identity through their identity as a luxury consumer. An exploratory factor analysis on data from a survey using this instrument indicates the existence of five factors (unburdening, pleasure, impressiveness, sensation and connectedness). The scale has a variety of potential applications and can serve as a framework for further empirical research.