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This study collects and analyzes previous research of luxury car consumption to gain knowledge about brand prominence and conspicuous consumption through luxury cars. The study looks into the communication process (1) between the owners of luxury brand cars and the public and (2) between the luxury brand car companies and the potential or actual owners of luxury brand cars. The research focuses on BMW brand and its past and current business and marketing strategies to discuss how a luxury car brand can establish its brand image and build effective relationships with car owners. The findings of this research can be beneficial to relatively new luxury brands that were originated from mass car brands, such as Genesis by Hyundai and Acura by Honda.
conspicuous consumption, luxury cars
Dong, Ha, "Conspicuous Consumption: A Study of Luxury Cars" (2018). Zyzzogeton Posters. 3.