We study consumers' valuation of status signals by estimating consumers' willingness to pay for a luxury item with a quiet vs. a prominent logo. We collected data from two online markets on sales of two luxury handbags that differ only in the prominence of their logo. We use these data to...

As the luxury market is permanently changing, becomes essential for luxury researchers and marketers to better understand how consumers perceive luxury and which are the drivers behind their buying behavior. This study proposed an integrated conceptual framework regarding status seeking or...