大众营销的非正统途径:品牌拜物教、企业定价和消费者选择规则

IF 1 4区经济学 Q3 ECONOMICS

Review of Radical Political Economics Pub Date : 2023-08-29 DOI:10.1177/04866134231184939

Marko Lah, Andrej Sušjan

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引用次数: 1

摘要

大众奢侈品是一种现象，它需要一种非正统的经济方法，这种方法基于对企业权力的原始制度经济学观点，结合马克思主义的品牌拜物教概念和后凯恩斯主义的定价和消费者选择理论。简要概述了古典政治经济学著作中对奢侈的态度。通过运用后凯恩斯主义的寡头垄断定价理论，我们展示了奢侈品牌的力量如何使奢侈品企业集团获得高额利润。我们使用后凯恩斯主义的消费者选择理论来区分不同类型的大众买家。JEL分类:B52, D11, D21, D43

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A Heterodox Approach to Masstige: Brand Fetishism, Corporate Pricing, and Rules of Consumer Choice

Masstige, or luxury for the masses, is a phenomenon that requires a heterodox economic approach based on Original Institutional Economics view of corporate power combined with Marxian concept of brand fetishism and post-Keynesian theories of pricing and consumer choice. The attitude toward luxury in classical works on political economy is briefly outlined. By applying the post-Keynesian theory of oligopolistic pricing, we show how the power of luxury brands enables high profits of luxury conglomerates. We use the post-Keynesian theory of consumer choice to differentiate between various types of masstige buyers. JEL Classification: B52, D11, D21, D43

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来源期刊

Review of Radical Political Economics ECONOMICS-

CiteScore

2.50

自引率

7.70%

发文量

期刊介绍： The Review of Radical Political Economics (RRPE) promotes critical inquiry into all areas of economic, social, and political reality. As the journal of the Union for Radical Political Economics, RRPE publishes innovative research in political economy broadly defined including, but not confined to, Marxian economies, post-Keynesian economics, Sraffian economics, feminist economics, and radical institutional economics. We are actively seeking submissions concerned with policy, history of thought, and economics and the environment. RRPE reflects an interdisciplinary approach to the study, development, and application of radical political economic analysis to social problems.