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Destruction or Desire? The Impact of Exclusionary Tactics in Luxury Branding Among Young Consumers

Resneli, Ceyda LU and Alisic, Halima LU (2025) BUSN39 20251
Department of Business Administration
Abstract
This thesis explores how exclusionary practices in luxury branding, such as high price barriers, selective staff behavior, and intimidating store design, shape consumer perceptions of trust, fairness, and willingness to buy, particularly among consumers aged 18–29. Grounded in Social Exclusion Theory and Boltanski and Thévenot’s Worlds of Worth framework, the study examines how branding strategies rooted in exclusivity may generate emotional harm, symbolic alienation, and moral misalignment across evaluative domains. Using a quantitative survey design, this study tests eight hypotheses through linear and logistic regression, as well as mediation analysis. Findings reveal that exclusionary tactics significantly increase feelings of social... (More)
This thesis explores how exclusionary practices in luxury branding, such as high price barriers, selective staff behavior, and intimidating store design, shape consumer perceptions of trust, fairness, and willingness to buy, particularly among consumers aged 18–29. Grounded in Social Exclusion Theory and Boltanski and Thévenot’s Worlds of Worth framework, the study examines how branding strategies rooted in exclusivity may generate emotional harm, symbolic alienation, and moral misalignment across evaluative domains. Using a quantitative survey design, this study tests eight hypotheses through linear and logistic regression, as well as mediation analysis. Findings reveal that exclusionary tactics significantly increase feelings of social exclusion, which in turn undermine brand trust and perceived fairness. However, not all exclusion leads to immediate behavioral backlash; emotional and symbolic harm may accumulate over time. Theoretically, the study contributes to branding literature by introducing the concept of inter-world fragility, showing how brand strategies justified in one moral world (e.g., market) may destroy value in others (e.g., civic, inspired). Practically, the findings call for emotionally intelligent, morally coherent branding strategies that balance exclusivity with inclusivity. As luxury brands navigate a more socially conscious and emotionally literate marketplace, success increasingly depends on more than symbolic appeal, it requires ethical resonance and cultural sensitivity. (Less)
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author
Resneli, Ceyda LU and Alisic, Halima LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Luxury Branding, Luxury Fashion, Exclusionary Tactics, Value Destruction, Worlds of Worth, Social exclusion
language
English
id
9208384
date added to LUP
2025-09-17 10:21:22
date last changed
2025-09-17 10:21:22
@misc{9208384,
  abstract     = {{This thesis explores how exclusionary practices in luxury branding, such as high price barriers, selective staff behavior, and intimidating store design, shape consumer perceptions of trust, fairness, and willingness to buy, particularly among consumers aged 18–29. Grounded in Social Exclusion Theory and Boltanski and Thévenot’s Worlds of Worth framework, the study examines how branding strategies rooted in exclusivity may generate emotional harm, symbolic alienation, and moral misalignment across evaluative domains. Using a quantitative survey design, this study tests eight hypotheses through linear and logistic regression, as well as mediation analysis. Findings reveal that exclusionary tactics significantly increase feelings of social exclusion, which in turn undermine brand trust and perceived fairness. However, not all exclusion leads to immediate behavioral backlash; emotional and symbolic harm may accumulate over time. Theoretically, the study contributes to branding literature by introducing the concept of inter-world fragility, showing how brand strategies justified in one moral world (e.g., market) may destroy value in others (e.g., civic, inspired). Practically, the findings call for emotionally intelligent, morally coherent branding strategies that balance exclusivity with inclusivity. As luxury brands navigate a more socially conscious and emotionally literate marketplace, success increasingly depends on more than symbolic appeal, it requires ethical resonance and cultural sensitivity.}},
  author       = {{Resneli, Ceyda and Alisic, Halima}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Destruction or Desire? The Impact of Exclusionary Tactics in Luxury Branding Among Young Consumers}},
  year         = {{2025}},
}