Extended Product: Value in Use and Consumption

Abstract

Product excellence and exclusivity of service are often highlighted as key factors when discussing luxury branded products. Product characteristics play an important role in consumers’ interpretations of the luxuriousness of a brand. This chapter introduces the element of extended product, which intertwines product characteristics with symbolic and experiential dimensions. Turunen demonstrates how meaning and value are derived through use and consumption. Luxuriousness is more than an impression evolving from product characteristics; it is an interpretation involving co-creation and consumption.