The objective of this paper is to define the conceptual domain of the brand charisma construct and identify its foundational dimensions. All luxury brands have image, symbolism and prestige to some degree, but those with charisma build on these to generate extraordinary levels of buyer...

Luxury consumption has been shown to convey prestige, signal wealth, boost self-esteem, and express self-concept and identity. Previous research has focused mainly on Western societies and in some cases, on gender differences. However, the relationship between gender and drivers of luxury...