An Exploration of Children’s Understanding of Luxury

A Visual Approach

Bibliographic Data

ID13014191
AuthorsYasmin Sekhon Dhillon (University of Southampton, corresponding author), Joanne Roberts (0000-0001-5337-1698, University of Southampton)
Year2019
Volume6
Issue1
Pages39-62
Publication date2019-01-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueLuxury (BOOK_SERIES)
Journal identifiersISSN: 2051-1817 • E-ISSN: 2051-1825
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/20511817.2019.1752532
OpenAlexW3025229619
LanguageEN
Citations received1
References cited36

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 eleven- and sixteen-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

Advertising · Aesthetics · Art · Business · Consumption (sociology · Luxury goods · Meaning (existential · Perception · Perspective (graphical · Sociology · Value (mathematics · Visual arts · Consumer Behavior in Brand Consumption and Identification · Media Influence and Health · Media, Gender, and Advertising · Psychology

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