Prestige Marketing: Defining and Measuring Prestige in the Car Industry
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Despite the size and growth of global prestige markets- the fact it is an extensively used term providing the focus for a vast amount of marketing literature in newspapers, magazines, trade journals and on the Internet- prestige to date has attracted only a modest amount of scholarly research. By reviewing the existing literature, this work in progress paper presents a conceptual overview of the term and identifies an opportunity to establish and evaluate the constructs of prestige, with a proposed study into consumer perceptions of prestige in the car industry.
2nd Biennial Conference of the Academy of World Business, Marketing and Management Development