PERCEIVED SOCIAL CLASS APPEALS OF BRANDED GOODS AND SERVICES
Kjell Grønhaug
(Professor at the Norwegian School of Economics and Business Administration.)
Paul S. Trapp
(Assistant Professor at Valpraiso University. After several years of work experience he entered the Ph.D. program at University of Illinois, where he is in the process of completing his Ph.D. dissertation.)
539
Abstract
Social class is assumed to be a crucial determinant in consumer behavior. Most previous research has focused on purchase and consumption behavior across social class segments at the generic product class level. In contrast, this article reports an exploratory study on how brands from narrowly defined groups of products and services are perceived to appeal to different social classes.
Citation
Grønhaug, K. and Trapp, P.S. (1988), "PERCEIVED SOCIAL CLASS APPEALS OF BRANDED GOODS AND SERVICES", Journal of Services Marketing, Vol. 2 No. 3, pp. 71-76. https://doi.org/10.1108/eb024736
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited