Abundant rarity: The key to luxury growth

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How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper (2018, background): “Although the growth in the global luxury market has started to decline, consumers' appetite for luxury goods continues (Kapferer, 2012; Li, Li, & Kambele, 2012).”
Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing (2019, background): “For example, luxury brands often collaborate with celebrities or online influencers and use product placement to provoke excitement and build recognition of the brand (Dauriz et al., 2014; Kapferer, 2012; Scott, 2015).”
Toward a 'masstige' theory and strategy for marketing (2018, background): “4 Global market penetration model (Kapferer, 2012): Kapferer (2012) explained how luxury brands could penetrate mass global markets, particularly the emerging Asian markets without compromising their exclusive appeal, by shifting from rarity tactics to “virtual rarity” tactics, creating elitism…”