Luxury Branding

Promotors: Patrick Vyncke and Mario Pandelaere
Duration: January 2006 to December 2011

Description

This PhD examines why people spend large amounts of money on luxury brands. It focuses on the rewarding nature of luxury consumption by examining how luxury spending can impact one's subjective well-being and self-esteem. The study shows that spending money on luxury brands is positively related to subjective well-being. In addition, luxury spending appears to be more rewarding in terms of happiness for highly materialistic consumers. Furthermore, owning luxuries can positively affect one's self-esteem.