任何具有品牌的商品,它所提供给消费者的都不仅仅是使用价值,还包括无形的情感价值。这种特点在奢侈品消费中尤为突出。奢侈品的使用价值和价格之间存在着巨大的差距,一件看似平凡无奇的棉布衬衫,因为香奈尔的双C标志其价格可能是一般商品的数百倍。这种差距之所以能够合理化,促使人们争相购买高价商品,是因为奢侈品还具有一种无形价值——超越产品的象征价值。 Any brand of goods, which it provides to consumers are not just use value, but also includes intangible emotional value. This feature is particularly prominent in luxury goods. There is a huge gap between the value and the price of luxury goods, a seemingly ordinary cotton shirt, because the double C logo Chanel’s price may be hundreds of times the average commodity. The reason why this gap can be rationalized, prompting people to compete for the purchase of high-priced goods, luxury goods also have an intangible value - beyond the symbolic value of the product.