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PATRICIAN POSEUR PARVENU PROLETARIAN STATUS LUXURY BRAND MANAGEMENT

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PATRICIAN
POSEUR
PARVENU
PROLETARIAN
STATUS NEED
WEALTH
LOW
HAVE-NOTSHAVES
HIGH
Quietly signal
each other
Use loud signals to
associate with Haves and
disassociate with Have-Nots
Aspire to be Haves that
they mimic parvenus
Do not engage in
signaling
Han, Young Jee et al., “Signaling Status with Luxury Goods,” Journal of Marketing 2010

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