Abstract
This study adopts a life course perspective to broaden our current understanding of the complex nature of consumer luxury experiences. Narrative biographical interviews with members of Generation Y elicit how luxury experiences over the life course relate to significant individual life events and illuminate how the macro- and micro-environment bring about changes in Generation Y’s luxury experiences. Essentially, luxury experiences relate to changes in the technological, social, economic, cultural, and individual environment. Our findings have important implications for luxury brand managers targeting Generation Y consumers.
Original language | English |
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Title of host publication | Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions |
Editors | Enrique Bigné |
Number of pages | 8 |
Place of Publication | Brussels |
Publisher | European Marketing Academy. EMAC |
Publication date | 2014 |
Publication status | Published - 2014 |
Event | The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 Conference number: 43 http://www.emac2014.eu/ |
Conference
Conference | The 43rd EMAC Annual Conference 2014 |
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Number | 43 |
Location | The University of Valencia |
Country/Territory | Spain |
City | Valencia |
Period | 03/06/2014 → 06/06/2014 |
Internet address |
Series | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |