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.

• Johannes Winter(Johannes Gutenberg University Mainz, Germany)
• Oliver P. Heil(Heil, Johannes Gutenberg University Mainz, Germany)