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Article
Publication date: 10 June 2019

Hannele Kauppinen-Räisänen, Johanna Gummerus, Catharina von Koskull and Helene Cristini

The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts.

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Abstract

Purpose

The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts.

Design/methodology/approach

A mixed-methods qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups.

Findings

The study contributes to the field of luxury research by highlighting consumers’ interpretations of luxury as highly subjective, relative and contextual; showing that according to consumers, luxury relates to both consumption and non-consumption contexts; illustrating the value of luxury as a multidimensional construct in both contexts; and demonstrating how luxury may relate to a consumer’s desire to be meaningful and genuine, thereby generating prudential value. In these cases, luxury is closely linked to consumers’ perceptions of meaningfulness and well-being.

Practical implications

For marketing managers, the findings suggest that the wave of new luxury – seeking meaningfulness – may serve as a novel means of branding.

Originality/value

This study demonstrates that the significance of the concept of luxury transcends commercial settings and offerings, i.e. the brand, product or service. The findings show that luxury may also be generated in non-commercial contexts and specific activities (e.g. running, gardening). Based on these findings, it is proposed that luxury in non-commercial settings is characteristic of the new wave of luxury, and that in such settings, luxury may contribute to personal well-being, thereby generating prudential value.

Details

Qualitative Market Research: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 29 November 2019

Hannele Kauppinen-Räisänen, Helene Cristini and Marie-Nathalie Jauffret

This chapter focusses on travellers’ pursuit of silence. This quest may be a counteraction to the current invasion of noise in everyday life. Silence has become something…

Abstract

This chapter focusses on travellers’ pursuit of silence. This quest may be a counteraction to the current invasion of noise in everyday life. Silence has become something rare, unique and exclusive – which conveys luxury in its pristine and simplest form. The study focussed on silence in the setting of a church, which is a place typically intrinsically attached to silence. A qualitative semi-structured study was designed to explore how churches’ atmospheres contribute to the experience of silence, as well as what such moments of silence mean to the contemporary traveller. Silence in a church is very much defined by the place itself. For the traveller, silence is (1) a code of conduct, (2) an inner state, (3) a break, (4) an empowering experience and (5) a precious moment. The findings of this study can be used to promote moments of silence for weary travellers in the need of quiet.

Details

Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Type: Book
ISBN: 978-1-83867-070-2

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Book part
Publication date: 29 November 2019

Abstract

Details

Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Type: Book
ISBN: 978-1-83867-070-2

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Book part
Publication date: 29 November 2019

Michael Volgger and Dieter Pfister

This introduction to the volume Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Emerald…

Abstract

This introduction to the volume Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Emerald) positions the atmospheric turn in the context of recent paradigmatic turns such as the linguistic turn, iconic turn, cultural turn, spatial turn, mobility turn and design turn. The specific contribution of the atmospheric turn is its profoundly holistic interest in overarching connections which are perceived with all senses and include both matter and idea. With its 22 chapters, this volume sets out to sharpen the atmospheric gaze and perception in research and beyond.

Details

Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Type: Book
ISBN: 978-1-83867-070-2

Keywords

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