Sekhon Dhillon, Yasmin Rapindar and Roberts, Joanne (2020) An exploration of children’s understanding of luxury: a visual approach. Luxury: History, Culture, Consumption, 6 (1), 39-62. (doi:10.1080/20511817.2019.1752532).
Abstract
In this article we investigate children’s perception and visual understanding of luxury and luxury brands. We explore what luxury means to children and whether their understanding of luxury is based on their own individual views or on those projected by luxury brands. Children’s appreciation of luxury, ranging from its personal meaning to its design and aesthetic value and to the importance of the brand, is investigated. While a plethora of studies have examined luxury, luxury consumption and the meaning of luxury, scant work focuses on luxury from the perspective of the younger consumer, and specifically those between 11-16 years old. This article is the first to use visual collages to gain an understanding of children’s perception of luxury and luxury brands. The findings provide important insights into how children’s understanding and perception of luxury and luxury brands vary by gender and age. Hence, the article is of value to scholars and practitioners seeking to gain an appreciation of children’s understanding of luxury and luxury brands.
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- Current Faculties > Faculty of Arts and Humanities > Winchester School of Art > Research and PGR Studies
Winchester School of Art > Research and PGR Studies - Current Faculties > Faculty of Arts and Humanities > Winchester School of Art > PG Studies
Winchester School of Art > PG Studies - Faculties (pre 2018 reorg) > Faculty of Engineering and the Environment (pre 2018 reorg) > Southampton Marine & Maritime Institute (pre 2018 reorg)
- Faculties (pre 2018 reorg) > Faculty of Business, Law and Art (pre 2018 reorg) > Winchester School of Art (pre 2018 reorg)
Current Faculties > Faculty of Arts and Humanities > Winchester School of Art > Winchester School of Art (pre 2018 reorg)
Winchester School of Art > Winchester School of Art (pre 2018 reorg)
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