An investigation of the influence of the democratisation of luxury brands on brand resonance amongst luxury brand consumers in a South African context

Abstract

The luxury sector's substantial economic growth is attributed to a phenomenon known as the democratisation of luxury brands. While luxury brands are traditionally perceived as exclusive commodities accessible only to an elite few, the democratisation of luxury brands has resulted in the increased accessibility of luxury brands to a larger population of consumers. The proliferation of this phenomenon has encouraged some academics to suggest that the nature of luxury brands has brought forth a new luxury in which luxury brands are egalitarian, inclusive and ubiquitous. This study has sought to determine whether luxury brand consumers resonate with new, democratic notions of luxury, or whether they resonate with traditional, elitist notions of luxury. This study was supported by a qualitative research approach informed by an interpretivist paradigm. Semi-structured interviews were conducted with a sample of luxury brand consumers using an interview schedule as the data collection tool. The data was measured against Keller’s Brand Resonance Pyramid as the theoretical framework and the findings are reported in this document. The findings of this consumer-centric study suggest that luxury brand consumers resonate with the traditional associated of luxury being exclusivity, prestige and elitism.