Purpose – Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for established products and services. The purpose of this study is to address this research gap....

Purpose – The aim of this paper is to offer a discursive perspective on luxury brand consumption. Design/methodology/approach – Discourse analysis is used to examine how consumers construct their luxury brand consumption amidst countervailing cultural discourses in the market (Thompson and...