1. Introduction
Luxury has been defined as anything that extends beyond an individual’s bare necessities, and something
which is generally associated with the affluent and rich (Ward & Chiari, 2008). The crave for luxurious supplies
is not only linked to our physiological needs but also related to our cultural needs that change according to theera in which we live in (Ward & Chiari, 2008). Lipovetsky (2007) argued that what satisfies individuals’ egocentric
desires is material luxury not the ideological luxury, which is responsible for meeting the moral and intellectual
needs. The study of Han et al. (2010) discovered that wealthy consumers who are in low need to show their
status pay an elevated price for quiet brands, whereas the affluent with high need of status buy loud luxury items to
distance themselves from the less affluent people; and finally the less well-off consumers who are high in need for
status use loud counterfeit goods to associate with the more affluent groups. However, some consumers can lead a
luxury life and have a strong social status and are practicing it, but they are not showing off their wealth and
affordability in purchasing an upscale brand or swanky item. On the contrary, the parvenus use goods with loud
and big logos to show off their possessions’ brands and to signal to the other groups, below and above, that they
are distinct from them (Han et al., 2010).