Limited research has described a segment of consumers who prefer subtly-branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into ‘inconspicuous consumption’, leading to calls for more research in the area. In this paper, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price and brand), peers’ attitudes and behaviours and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.
|Journal||Australasian Marketing Journal|
|Publication status||Accepted/In press - 2020|