Social prestige values in consumption experience: Prospects for a new approach
: Kibler Ewald, Nummelin Laura, Hakala Henri, Palmroos Jenni, Watne Torgeir
: Hartman Thomas, Steinþórsson Runólfur
: 2013
: NFF Conference proceedings
: 22 Nordic Academy of Management Conference proceedings
: 2298-3112
This paper seeks to clarify the conceptual values of social prestige and help assess its utility for marketing and consumption theory. We identify social legitimacy, social status, social reputation and uniqueness as four distinct, but interrelated values of social prestige, and explore their varying influence in pre-, core and remembered consumption experiences. Our conceptual analysis proposes that social legitimacy, which comprises three different forms of legitimacy - cognitive, pragmatic and moral legitimacy - is pre-conditional for status, reputation and uniqueness to reflect prestige values and thus necessary for the emergence of social prestigious consumption experience. The analytical framework and analysis developed herein is presented to guide future scholarship in the systematic analysis of how social prestige values co-create valuable consumption experience.