Social values, which represent society’s goals, ideals, and conceptions of preferred states (Kahle 1996), are dynamic and always changing. Thus, a continuous understanding of changes in values over
Luxury brands symbolize cultural ideals and signal desirable qualities such as power, influence, and success, which embody individuals’ aspirations and vision of their ideal selves (Belk 1998).
When high-end designers work with low-cost retailers to create co-branded collections (e.g., Karl Lagerfeld for H&M), such alliances are referred to as designer-for-retailer collaborations. Though
Resource scarcity has been a very pervasive phenomenon and plays an important role in consumer behavior. To date, plenty of research has examined the consequences of resource scarcity (Mehta and Zhu
Popular products are often thought of as being popular for a particular reason. Consumers may come up with different reasons to assess a popular product’s subjective value. This value may express