Context Specificity of Luxuriousness

Abstract

The luxuriousness of a brand is a relative, context-dependent and highly subjective interpretation. This chapter discusses context specificity and its emphasis on the society and time in which interpretations of luxury are made. Turunen separates different layers of context specificity: the temporal context, the sociocultural and environmental context, the local context and social networks, and the consumption situation and personal context. This chapter concentrates on how consumers’ interpretations of perceived luxuriousness come into being in relation to these various contexts.