This paper discusses the existing consumer knowledge dealing with aspects of prestige, and based on this literature, develops a conceptual framework useful for the analysis of prestige-seeking consumer behavior (PSCB). The purpose of this paper is to combine the concepts of existing research on prestige consumers (rather limited) and studies which examined entirely different aspects of consumer behavior, but coincidentally produce valuable information. By examining all the sources of prestige consumption in a broad and integrated way, we shall provide a new perspective that draws from, rather than substitutes for, previous research. The objectives of this literature review can be summarized as follows: • Contribute to the emerging literature on prestige consumption in examining and defining the key perceived values which form the concept of prestige. • Interpret and expand existing consumer behavior models in order to develop a specific prestige-seeking consumer behavior framework. • Generate a framework to h...

A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior