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