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2012 | nr 590 | 315
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Zachowanie nabywców produktów luksusowych

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Abstrakty
W niniejszej pracy przedstawiono znaczenia pojęć "luksus" i "produkt luksusowy", omówiono rożne próby ich definiowania oraz wymieniono cechy marki luksusowej. Autor pracy zaproponował dwie definicje produktów luksusowych: dla produktów z kategorii luksusu niedostępnego i dla produktów z kategorii luksusu dostępnego. Cechy wyróżniające te dwie kategorie są rożne, poza marką. Jest to ujęcie odmienne od dotychczasowych, gdyż wcześniej autorzy albo próbowali opracować definicję produktów luksusowych obejmującą całość tego pojęcia, albo dzielili produkty luksusowe na poziomy, różniące się ?natężeniem" czy stopniem obecności tych samych cech. Pojęcie i teorie konsumpcji na pokaz, uważanej za najważniejszy pojedynczy czynnik skłaniający do zakupu produktów luksusowych, zostały przedstawione w rozdziale drugim. Zwrócono w nim uwagę na niedostateczne zbadanie związków pomiędzy mierzonymi za pomocą skal wieloelementowych postawami wobec konsumpcji na pokaz: zachowaniami świadczącymi o praktykowaniu takiej formy konsumpcji (utożsamianej z albo odróżnianej od konsumpcji symboli statusu), pragnieniem poprawy albo utrzymania własnego statusu społecznego (które jest jednym ze składników definicji konsumpcji na pokaz), kupowaniem (a nie samym preferowaniem albo oceną) produktów będących symbolami statusu lub produktami luksusowymi. (abstrakt oryginalny)
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315
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Bibliografia
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