This paper investigates the behavior and perceptions of luxury consumers in a situation where groups are competing to own status symbols. It uses the South African luxury market as the context to demonstrate how established elites attempt to prevent status deprivation by inhibiting the...

This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves...

This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves...