ABSTRACT
The appetite for luxury goods is attributable to the inherent characteristics of luxury brands and the beneficial values (Roux, Tafani, and Vigneron, 2017) gained by having, owning, and using them (Cristini, Kauppinen-Räisänen, Barthod-Prothade, and Woodside, 2017). Luxury offerings provide outstanding quality (e.g., Choo, Moon, Kim, & Yoon, 2012) and have a more appealing appearance than non-luxury products. Luxury products are also attractive owing to features like quality materials, connoisseurship, and the core competencies of creativity, craftsmanship, and innovation that go into their making.
