All that Glitter! Motivation for Luxury Consumption from Multiple Perspectives

[...]Bellezza and Keinan demonstrate that low-fit downward brand extensions (e.g., Ferrari video game) as compared to high-fit downward brand extensions (e.g., Ferrari city car) enhance the brand image by boosting self-contentment for luxury brand owners. First paper explores a variable (political ideology) that is easy to be identified and utilized for managers while the second paper focuses on a highly marketing-relevant context, social media and the last two papers address the dilemma often faced by managers of luxury brands, namely, how to extend the market without diluting brand power. According to Jost and his colleagues (2003), political ideology is a powerful belief system that stems from one's motivation to see the world as preferred and can have consequential impacts on variety aspects of life. [...]we test our hypothesis using a real automobile purchase dataset from 38,939 automobile buyers who disclosed their political ideology.