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Download unisa application form for 20222 2025

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The document discusses the concept of 'brand prominence' in luxury goods, which refers to the visibility of a brand's logo on products. It categorizes consumers into four groups based on their wealth and need for status: patricians (wealthy, low need for status), parvenus (wealthy, high need for status), poseurs (less affluent, high need for status), and proletarians (less affluent, low need for status). The research shows that preferences for conspicuous versus inconspicuous branding correlate with these groups' social signaling motives. Wealthy consumers with low status needs prefer subtle branding to associate with their own kind, while those with high status needs favor loud branding to dissociate from lower classes. The study includes empirical evidence from market data and experiments supporting these findings.

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