Mapping the geographies of luxury cognitive “purity”

This study aims to profile the cognitive and perceptual constructs on place and luxury products shared by individuals on the Internet. A netnographic study was conducted on selected digital platforms (Q&A websites, Forum Groups, Blogs), with further engagement in interviews, participant
and non-participant observation. Building upon a corpus of about 3,000 posts, a specific interpretive framework was devised, based on “purity”. The findings indicate that, when referring to luxury goods in relation to places, the sampled individuals rely on a clear set of assumptions. This framework is put to the test when they are called to discuss specific issues related to the contemporary reality of the luxury industry, such as delocalization. In confronting these ambiguities and/or anomalies, they react in different ways. Some of them become sceptical and question the essence of luxury. Some loosen or stretch their expectations, thus coming to terms with the fragmented reality of luxury, while others positively suggest new criteria to re-define “pure” luxury. Further researchers can focus on specific luxury sectors or brands. In addition, the study can be quantified by measuring patterns of recurrence, correlations of variables, and moderation effects from other products’ indicators. Practical implications of the research include the observation that cognitive “purity” adds to the analytical tools of customer-based brand equity. By profiling consumers’ “pure maps” around brands and/or products, brand managers can monitor their evolution and act against potentially disruptive factors. This work builds on the constructionist approach to “place”, and provides an anthropological account on how individuals build, negotiate and act upon their views on “place” in relation to luxury.