Recent studies have examined the correlation between erotic capital and luxury brands, which is essential to social success. However, limitations of such research have been noted due to the ambiguity of the concept and measurement of erotic capital. Therefore, in this study, we clarify the components of erotic capital and develop measurement tools to study the expansion of the base of luxury brands. To this end, a survey targeted 200 consumers who had purchased luxury brands within six months. The results of this study show that the attraction value of individuals and expected social success increases purchases of luxury products. This study suggests that marketers of luxury brands based on traditional values should reflect the concept of erotic capital for product planning, promotion, and marketing to expand the consumer base.

As the demand for luxury brands faces uprising trends in popularity, marketing strategies strive to fully encompass the shifting tides of the market. Especially, high-end customers, hereby VIPs, are heavily nurtured based on their high-spending nature. With the understanding of VIP sales behavior based on social comparison and the adequate use of VIP marketing programs, luxury brands can optimize their sales of luxury brands. However, scant research examines the simultaneous impact of social comparison and VIP marketing in the luxury industry.