ǂA ǂheterodox approach to masstige
brand fetishism, corporate pricing, and rules of consumer choice
Povzetek
Masstige, or luxury for the masses, is a phenomenon that requires a heterodox economic approach based on Original Institutional Economics view of corporate power combined with Marxian concept of brand fetishism and post-Keynesian theories of pricing and consumer choice. The attitude toward luxury in classical works on political economy is briefly outlined. By applying the post-Keynesian theory of oligopolistic pricing, we show how the power of luxury brands enables high profits of luxury conglomerates. We use the post-Keynesian theory of consumer choice to differentiate between various types of masstige buyers.Masstige, or luxury for the masses, is a phenomenon that requires a heterodox economic approach based on Original Institutional Economics view of corporate power combined with Marxian concept of brand fetishism and post-Keynesian theories of pricing and consumer choice. The attitude toward luxury in classical works on political economy is briefly outlined. By applying the post-Keynesian theory of oligopolistic pricing, we show how the power of luxury brands enables high profits of luxury conglomerates. We use the post-Keynesian theory of consumer choice to differentiate between various types of masstige buyers.
Ključne besede
consumption;luxury;masstige;Original Institutional Economics;post-Keynesian economics;
Podatki
| Jezik: | Angleški jezik |
|---|---|
| Leto izida: | 2024 |
| Tipologija: | 1.01 - Izvirni znanstveni članek |
| Organizacija: | UL EF - Ekonomska fakulteta |
| UDK: | 366:330.821.5 |
| COBISS: |
162772227
|
| ISSN: | 0486-6134 |
| Št. ogledov: | 397 |
| Št. prenosov: | 83 |
| Ocena: | 0 (0 glasov) |
| Metapodatki: |
|
Ostali podatki
| Sekundarni jezik: | Slovenski jezik |
|---|---|
| Sekundarne ključne besede: | blagovne znamke;trženje;vedenje potrošnikov;Potrošnja (ekonomija);Blagovne znamke;Keynesianizem; |
| Vrsta dela (COBISS): | Članek v reviji |
| Strani: | str. 214-232 |
| Letnik: | ǂVol. ǂ56 |
| Zvezek: | ǂno. ǂ2 |
| Čas izdaje: | Jun. 2024 |
| DOI: | 10.1177/04866134231184939 |
| ID: | 22766827 |
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