Luxury goods are not demand products that solve a rational problem; rather, they are supply products that create a sensual experience, evoke emotions, and materialize dreams. Often, the selling price bears no reasonable relation to the production costs. Miriam Büttner, Frank Huber, Stefanie Regier, and Kai Vollhardt analyze and evaluate the determinants of brand loyalty in luxury brands. The focus is on sociological aspects, such as the luxury brand as an expression of personal development or as a tool for enhancing prestige and social status.