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Segmenting luxury consumers based on LUXURY BRAND MANAGEMENT

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Segmenting luxury consumers based on physical
and psychosocial attributes of luxury brands
Hudders, Liselot, “Consumer Meaning Making,” International Journal of Market Research 2013
Rarity
Expensiveness
Uniqueness
Conspicuousness
Exclusivity
Inaccessibility
ExcellentQuality
Craftsmanship
Durability
Refinement
Elegance
Sophistication
Innovativeness
Comfort
Handicraft
Creativity
Psychosocial
attributes
Psychosocial
attributes
Physical
attributes
Expressive dimension Impressive-functional Impressive-emotional
LUXURY BRAND MEANING
3.0
3.5
4.0
4.5
5.0
5.5
6.0
6.5
7.0
Expressive segment
Impressive segment
K-means Clustering
Experiential valueFunctional valueSymbolic value

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