Script for a presentation: Social Sciences Speech Presentation

Script For A Presentation
Name Course Instructor Date
Annotated article
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74(4), 15-30. doi:10.1509/jmkg.74.4.15
Different consumer segments signal status by associating or disassociating with groups that consume luxury products. Brand prominence reflects the conspicuousness of a brand, logo, or product where “loud” conspicuous consumption is associated with those who prefer showing off status symbols. In a luxury brand, high prominence or conspicuousness is associated with lower prices.
Brief summary
There is an inverse relationship between the loud luxury brands and their prices, where consumers keen on luxury brands and status are more willing to pay higher premiums for “quiet’ luxury brands. Counterfeit products are associated with flashiness to be identifiable with luxury brands. Different market segments may prefer conspicuously or inconspicuously branded luxury goods.
Open-ended discussion questions
Does knowledge of genuine brand sales affect brand prominence?
Does theowHo loud form of conspicuous consumption affect pricing compared to the more subtle ones?
Do all the consumers buying luxury goods recognize the price of these goods?
Do the consumers who prefer luxury branding and products want exclusivity?
Do counterfeiters understand how band prominence affects preference for their goods?
Is it easy to identify genuine luxury brands?
Summary
The article focuses on the construct of prominence in conspicuous consumption when conspicuous brands or loud luxury products appear more prominent than others as they signal that they are different from the less affluent goods. Brand prominence represents the visible markings that make brands recognizable. Han, Nunes & Drèze (2010) divided brand prominence into quiet goods and loud luxury goods where the goods signal luxuries' status. In study 1, the researchers assessed the relationship between brand prominence and price, and in study 2, between brand prominence and counterfeit goods. An increase in luxury gas and cars' br...