This paper proposes an empirical exploration of this question how a customer evaluates prestige from a symbolic interactionist point of view.

The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are :(...)

An interpretative analysis of in-depth consumer interviews explores the relationship between the concepts of "luxury" and "prestige" as applied to brands.