Abstract
Increasing availability of luxury goods contradicts the rarity and scarcity at the core of luxury. This chapter discusses the element of perceived uniqueness, which is the consumer-driven counterpart of these brand management terms. Approaching the term through a consumer lens, Turunen emphasizes the role of the consumer as an interpreter: uniqueness is seen as a result of co-creation derived from consumption. Consequently, perceived uniqueness means more than simply inaccessibility and scarce distribution choices created through brand management. Turunen suggests that this element acquires its meaning content in relation to the consumption context and situation, such as special occasions or everyday use.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443–1451.
Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes (No. 736). France: HEC Paris.
Dubois, B., & Paternault, C. (1995). Observations: Understanding the world of international luxury brands: The dream formula. Journal of Advertising Research, 35(4), 69–76.
Festinger, L. (1954). A theory of social comparison process. Human Relations, 7(2), 117–140.
Fromkin, H. L., & Snyder, C. R. (1980). The search for uniqueness and valuation of scarcity: Neglected dimensions of value in exchange theory. Social Exchange, 57–75.
Groth, J. C., & McDaniel, S. W. (1993). The exclusive value principle. Journal of Consumer Marketing, 10(1), 10–16.
Juggessur, J., & Cohen, G. (2009). Is fashion promoting counterfeit brands? Journal of Brand Management, 16(5/6), 383–394.
Kapferer, J. N. (2012). Abundant rarity: The key to luxury growth. Business Horizons, 55(5), 453–462.
Kapferer, J. N. (2015). Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare. London, UK: Kogan Page.
Kapferer, J. N., & Bastien, V. (2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London, UK: Kogan Page.
Knight, D. K., & Young Kim, E. (2007). Japanese consumers’ need for uniqueness: Effects on brand perceptions and purchase intention. Journal of Fashion Marketing and Management: An International Journal, 11(2), 270–280.
Mason, R. (1981). Conspicuous Consumption. New York, NY: St. Martin’s Press.
Miller, K. W., & Mills, M. K. (2012). Contributing clarity by examining brand luxury in the fashion market. Journal of Business Research, 65(10), 1471–1479.
Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61–68.
Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the ‘rarity principle’. Journal of Brand Management, 8(2), 122–138.
Ritournelle. (2015). Art and luxury: A necessary relationship? Retrieved March 31, 2017, from https://ritournelleblog.com/2015/04/14/why-do-luxury-brands-use-art-in-their-marketing-strategy/
Ruvio, A. (2008). Unique like everybody else? The dual role of consumers’ need for uniqueness. Psychology and Marketing, 25(5), 444–464.
Sharma, E., & Alter, A. L. (2012). Financial deprivation prompts consumers to seek scarce goods. Journal of Consumer Research, 39(3), 545–560.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66.
Turunen, L. L. M. (2015a). Challenging the hierarchical categorization of luxury fashion brands. Nordic Journal of Business, 64(2), 119–138.
Turunen, L. L. M. (2015b). Consumers’ Experiences of Luxury—Interpreting the Luxuriousness of a Brand. Dissertation. Acta Wasaensia 323. Vaasa, Finland: Vaasan yliopisto.
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1–15.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484–506.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring consumers’ luxury value perception: A cross-cultural framework. Academy of Marketing Science Review, 7(7), 333–361.
Wong, N. Y., & Ahuvia, A. (1998). Personal taste and family face: Luxury consumption in Confucian and Western Societies. Psychology and Marketing, 15(5), 423–441.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Turunen, L.L.M. (2018). Perceived Uniqueness. In: Interpretations of Luxury. Palgrave Advances in Luxury. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-60870-9_8
Download citation
DOI: https://doi.org/10.1007/978-3-319-60870-9_8
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-60869-3
Online ISBN: 978-3-319-60870-9
eBook Packages: Business and ManagementBusiness and Management (R0)