How Luxury Experiences Contribute to Consumer Selves

Hitherto literature in the area of luxury and luxury brands predominantly applies a management-oriented view of luxury. This project departs from traditional views on luxury by focusing on consumers’ experiences with what they perceive as luxury. More specifically, the objective is to enhance understanding regarding how luxury experiences contribute to consumers’ selves. The empirical study is exploratory in nature and relies on consumer diaries regarding consumer luxury experiences. This project contributes to existing literature by outlining four different forms of how luxury relates to consumers’ selves