Academic literature on the topic 'Luxury brands perceived as transgressive'
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Journal articles on the topic "Luxury brands perceived as transgressive"
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Shan, Juan, Ling Jiang, and William X. Wei. "Who is the real fan for luxury? Generational differences in China." Social Behavior and Personality: an international journal 44, no. 6 (July 15, 2016): 953–63. http://dx.doi.org/10.2224/sbp.2016.44.6.953.
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We investigated whether or not consumers' attitudes toward luxury brands differ between the young and older generations in China, and, if they do differ, how this manifests. In Study 1, data were collected from 210 participants. The results showed that Chinese consumers born after 1979 (young) value luxury brands more than do consumers born before 1979 (older). In Study 2, we conducted a survey with 623 consumers from the angle of perceived luxury value to investigate why such differences exist. The results showed that, for young Chinese consumers, luxury brands evoked a greater sense of perceived luxury value, that is, stronger self-identity, higher status, and more conspicuousness and hedonic value, than did nonluxury brands; the perceived luxury value related significantly to Chinese consumers' purchase intention for luxury brands.
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Rashid, MdSanuwar, and Veena Chattaraman. "Do consumers react differently to sweatshop allegations on luxury and non-luxury brands? A brand entitativity-based account." Journal of Fashion Marketing and Management: An International Journal 23, no. 1 (March 11, 2019): 138–55. http://dx.doi.org/10.1108/jfmm-12-2017-0139.
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Purpose Perceived brand entitativity, or the extent to which a collection of brands signifies a group to consumers, differentiates luxury vs non-luxury brands such that luxury brands are perceived to be more entitative than non-luxury brands. Framed by the concept of brand entitativity and the implicit theory, the purpose of this paper is to examine whether this difference in the perceived brand entitativity of luxury and non-luxury brands impacts how consumers respond to sweatshop allegations in context to these brands. Design/methodology/approach Two separate experimental studies employing between-subjects designs were conducted among a total of 162 and 276 student consumers from a Southern university of the USA. The authors operationalized sweatshop allegations at two levels, brand-specific allegations (the stimulus brand itself is accused) and industry-specific allegations (other brands of the same industry are accused) to examine the role that brand entitativity plays in these two types of allegations. Findings Experiment 1 demonstrated that industry-specific allegations hurt consumer attitudes for luxury brands to a greater extent than non-luxury brands, whereas brand-specific allegations hurt non-luxury brands more so than luxury ones. In experiment 2, the authors find that the above results hold true only for consumers who are more prone to social perceptions of entitativity (entity theorists), but not those who represent an incremental mindset (incremental theorists). Practical implications The results can help brand managers understand the negative downstream consequences of brand- and industry-specific allegations for their brand type (luxury vs non-luxury). Originality/value This study fills an important gap in understanding consumer reaction to brands’ sweatshop allegations by addressing the role of consumers’ perceived brand entitativity and how it differs for consumers holding different implicit beliefs.
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KANWAL, RIMSHA. "Impact of Perceived Risk on Consumer Purchase Intention towards Luxury Brands in Case of Pandemic: The Moderating Role of Fear." International Review of Management and Business Research 10, no. 1 (March 8, 2021): 216–26. http://dx.doi.org/10.30543/10-1(2021)-18.
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This paper explores the relationship between perceived risk, fear, and consumer purchase intention towards luxury brands in the case of COVID-19. An online survey was conducted on 750 consumers of luxury brands in Pakistan with a purposive sampling technique. The validity of the scale and the connection between the research model were identified by exploratory factor analysis (EFA). The study uncovered how COVID-19 wreaks havoc on luxury brands in Pakistan. It was found that perceived risk has a negative and significant effect on consumer purchase intention towards luxury brands in the case of COVID-19. Moreover, fear negatively moderating the relationship between perceived risk and consumer purchase intention towards luxury brands in the case of COVID-19. As fear playing a dominant role in the reduction of purchase intention in the case of an outbreak, a brand's industry needs to prepare some strategies in advance that control the negative emotions of consumers for shopping. Considering the uniqueness of the study, it is based on two theories include Psychometric Paradigm and Expectancy-Value model that explains how perceived risk changes the consumer purchase intention during an outbreak. Keywords: COVID-19, Perceived Risk, Fear, Consumer Purchase Intention, Luxury Brands.
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Shin, Hyejo Hailey, and Miyoung Jeong. "Redefining luxury service with technology implementation: the impact of technology on guest satisfaction and loyalty in a luxury hotel." International Journal of Contemporary Hospitality Management 34, no. 4 (January 28, 2022): 1491–514. http://dx.doi.org/10.1108/ijchm-06-2021-0798.
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Purpose To explore the impact of luxury hotel brands’ technologies on guests’ perceived value enhancement and its consequences, this study aims to examine how task–technology fit (TTF) and luxury–technology fit (LTF) affect luxury hotel guests’ perceived value enhancement, satisfaction and brand loyalty. Design/methodology/approach A scenario-based online survey was conducted with existing and potential luxury hotel guests. The relationships among TTF, LTF, value enhancement, satisfaction and loyalty were examined using partial least square structural equation modeling. Moreover, the respondents were asked their preferred service agent (human staff vs technology) in a luxury hotel to further understand luxury hotel guests’ perception toward technological services in a luxury hotel setting. Findings The results reveal that both TTF and LTF have significant impacts on the luxury hotel’s value enhancement, and the impacts of TTF and LTF on value enhancement are moderated by the guests’ technology optimism. The findings of this study suggest that the luxury hotel brands must consider the fit between the image of their brand and the technology to increase guests’ perceived value enhancement, satisfaction and loyalty. Research limitations/implications Applying categorization theory, this study extended the concept of brand extension to technology implementation. The findings advance the current understanding of how technology affects luxury hotel consumers’ perceived value enhancement, and how consumers’ optimism influences the impacts of TTF and LTF on value enhancement. Practical implications By examining the effects of TTF and LTF on luxury hotel guests’ perceived value enhancement, this study would shed light on luxury hotel brands’ technology implementation strategies. By understanding how TTF and LTF affect consumers’ perceived value enhancement, luxury hotel brands will be able to better design their technology implementation plans. Originality/value Even though luxury hotel brands are well known for offering high-level and personalized services through interpersonal interactions between employees and consumers, they have been actively implementing a variety of technologies to enhance guest experience and satisfaction. This study investigates the role of technological innovations in a luxury hotel setting. Particularly, this study examines how technologies improve guests’ perceived value of a luxury hotel and lead to satisfaction and loyalty.
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Kalyoncuoglu, Selma, and Begum Sahin. "Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands." International Journal of Marketing Studies 9, no. 4 (July 28, 2017): 76. http://dx.doi.org/10.5539/ijms.v9n4p76.
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The use of counterfeits of luxury brands has become a phenomenon in Turkey in recent years since they are the most significant facilitator for consumers to reach luxury consuming products. Limited number of studies in the literature shows that consumers prefer counterfeits of luxury brands for a variety of reasons. Within this study, it is believed that perceived value of products in consumers’ minds and consumers’ materialistic tendencies demonstrating the worth attached to physical assets could have an impact on their purchase intention of counterfeits of luxury brands. Within this framework, this study aims to identify the effect of perceived value on consumer purchase intention of counterfeits of luxury brands and the moderating role of materialism in this effect. Data of the study are being collected through face-to-face survey method with university students who have bought and used counterfeit products before. Exploratory Factor Analysis is carried out for construct validity and reliability of the research model, and relationships between variables are measured with Hierarchical Regression Analysis to test the model. The result expected to be reached based on the findings of the study is to be able to present whether the relationship between consumers’ perceived value of counterfeit products and their purchase intention of counterfeits of luxury brands are dependent on consumers’ materialistic tendencies. Therefore, it is envisaged that consumers who have high materialistic tendencies will show more purchase intention of counterfeits of luxury brands compared to consumers having low materialistic tendencies when they perceive high value for counterfeit products. However, it was found that materialism did not have any moderating role in the effect of perceived value of counterfeit products on purchase intention of counterfeits of luxury brands.
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Devanathan, Sangeeta. "Indian Consumers’ Assessment of ‘Luxuriousness’: A Comparison of Indian and Western Luxury Brands." IIM Kozhikode Society & Management Review 9, no. 1 (August 3, 2019): 84–95. http://dx.doi.org/10.1177/2277975219859778.
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The concept of luxury is relative in nature and the perceived luxuriousness of a brand is influenced by a number of subjectivities. In the Indian context, the history of colonization and the dominance of Western cultures for the past many decades have created a preference for luxury brands of Western origin, which is reflected in the perceptions of luxuriousness of the brand. However, the ‘Westernization’ of the Indian society is intertwined with a milieu of traditions and cultures which are strongly embedded in ‘Indian-ness’, where, consumptions linked to the Indian cultural traditions and celebrations create a distinction between products that have their origins in Indian culture versus those that stemmed from the Western world. This study compares the perceived luxuriousness of Western brands (LV and Hermes) to Indian luxury brands (Sabyasachi and AND) and examines the effect of the cultural origins of a product in the context women’s fashion, where a saree is seen as a product that originates from Indian culture, vis-à-vis evening dresses, which are perceived as a primarily Western concept. The results of the study reveal that though the perceived luxuriousness of Western brands is higher than those of Indian origin, there is a clear moderating effect of the cultural origin of the product. Western brands attempting to occupy the luxury space in products which have their cultural origins in India (example Hermes marketing sarees) are perceived as being less luxurious than Indian brands present in the same product category (Sabyasachi sarees). The reverse was also found to be true, where Indian luxury brands attempting to create a space for themselves in products which are considered to be of Western origins were perceived to be less luxurious than brands their Western counterparts.
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Zhang, Liu Fang, and Ing Grace Phang. "Unlocking the Secret of NFTs in China: The Role of NFT Characteristics in Purchase Decision Making." Asian Journal of Business Research 13, no. 3 (December 1, 2023): 53–72. http://dx.doi.org/10.14707/ajbr.230157.
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Non-fungible tokens (NFTs) are scarce digital assets, whose limited supply significantly affects consumers’ product perception and purchase behavior. Few studies have examined consumers’ cognitive evaluations and purchase intention towards NFTs in the context of Chinese luxury fashion brands. This paper aims to close this gap by investigating the impact of consumers’ cognitive perceptions (i.e., perceived scarcity, perceived uniqueness, and perceived value) and personality trait (i.e., need for uniqueness) on their purchase intention towards luxury fashion NFTs. The mediating effect of perceived value between perceived uniqueness and purchase intention was also tested. A total of 251 valid questionnaires were collected via purposive sampling and analyzed using partial least squares structural equation modeling. Drawing on the commodity theory, significant relationships were found between scarcity, need for uniqueness, the resulting cognitive factors (perceived uniqueness and perceived value) and purchase intention. Chinese consumers perceive the NFTs of luxury brands to be scarce and need uniqueness, which enhances their perception of uniqueness and consequently, their perception of value. Perceived value then positively affects purchase intention, which supports the mediating role of perceived value. This study validates the importance of scarcity for NFTs from luxury fashion brands in China, providing valuable references for luxury brand marketers and academicians.
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Harun, Amran, Nur Adzwina Abdul Rahman Beldram, Norazah Mohd Suki, and Zuhal Hussein. "WHY CUSTOMERS DO NOT BUY COUNTERFEIT LUXURY BRANDS? UNDERSTANDING THE EFFECTS OF PERSONALITY, PERCEIVED QUALITY AND ATTITUDE ON UNWILLIGNESS TO PURCHASE." Labuan e-Journal of Muamalat and Society (LJMS) 6 (June 30, 2012): 14–29. http://dx.doi.org/10.51200/ljms.v6i.2966.
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This study aims to examine the underlying reason why consumers do not have the willingness to purchase counterfeit luxury brand by focusing on the effects of personality, perceived quality and attitude towards the behavior of not purchasing counterfeit luxury brands. Personality factor is conceptualized to have six dimensions namely value consciousness, novelty seeking, integrity, personal gratification, status consumption and materialism. A survey on 115 non-purchaser of counterfeit was conducted amongst adults in Kota Kinabalu, Sabah, Malaysia. Results revealed that attitude towards counterfeit luxury brands played an important role as it has a positive relationship with intention not to purchase counterfeit luxury brands and value conscious, novelty seeking and integrity. Attitude towards counterfeit luxury brands also has a fully mediation effect on the relationship between novelty seeking and intention not to purchase counterfeit luxury brands. However, novelty seeking consumers do not influence the intention to purchase counterfeit luxury branded product as they have a negative attitude towards the behavior of purchasing the counterfeit brands.
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M.M, Tharaka Punchibandara, Wanninayake W.M.C.B., and Kumari D.A.T. "Status and Conspicuous consumption: Understanding consumers’ Psyche. Reference to luxury car brands." Asian Journal of Interdisciplinary Research 4, no. 1 (December 25, 2020): 01–10. http://dx.doi.org/10.34256/ajir2111.
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In this study, researcher is trying to investigate whether status and conspicuousness are two different constructs in measuring brand prestige utilizing new luxury market as a reference point. In other words, the attempt will determine if consumers can differentiate between the perceived status and perceived conspicuousness of the brands in product category (luxury car brands) selected in the Sri Lankan context. According to many research studies, revealed some of the evidence that these two dimensions are distinct constructs, nevertheless this was limiting in terms of the sample used (students), the methodology (confirmatory factor analysis only), the scope of the product categories and the context of the study conducted (Western countries). The current study is an extension to O’Cass and Frost (2004) study by using the real consumers as a sample (300 respondence). Exploratory factor analysis was performed among nine brands of luxury and semi luxury car brands in Sri Lankan context.
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Shaari, Hasnizam, Siti Nadia Sheikh Abdul Hamid, and Hashed Ahmed Mabkhot. "Millennials' Response Toward Luxury Fashion Brands: The Balance Theory’s Perspective." Gadjah Mada International Journal of Business 24, no. 1 (February 7, 2022): 101. http://dx.doi.org/10.22146/gamaijb.66352.
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The mushrooming growth of luxury brands has been evidenced worldwide, especially among developing countries such as Malaysia. Despite Malaysian consumer confidence slowing due to uncertainty about the economic conditions, the demand for luxury brands is still expected to rise. Interestingly, a significant rise in the demand for luxury brands has been observed in the millennials group. This study examines the relationship of electronic word-of-mouth and the country of origin’s image on millennials' attitudes toward luxury brands and the intention to purchase luxury fashion brands. The study among 333 millennials revealed that the country of origin’s image has both direct and indirect effects on the intention to purchase luxury fashion brands. Electronic word-of-mouth (eWOM) was found statistically insignificant in explaining the intention to purchase, but eWOM had a significant relationship on intention to purchase through its mediation effect of the attitude toward luxury brands. Accordingly, the findings found support for the balance theory. The results also suggest that the owners of luxury brands should carefully manage the country of origin because it will affect the overall brand image, as perceived by consumers. Limitations and future directions of the study are also included at the end of the article.
Dissertations / Theses on the topic "Luxury brands perceived as transgressive"
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Fournaise, Thérèse. "Marque de luxe et transgression : conceptualisation, mesure, contributions théoriques et implications managériales." Electronic Thesis or Diss., Aix-Marseille, 2022. http://theses.univ-amu.fr.lama.univ-amu.fr/221201_FOURNAISE_393oeamw272y645kz52cxy_TH.pdf.
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Les marques de luxe semblent de plus en plus transgressives. Cette tendance bouscule les codes établis du secteur et se propage à toutes les composantes du mix-marketing. Ce travail doctoral s’attache à investiguer les relations des consommateurs aux marques de luxe dans le cas spécifique de la transgression. Plus précisément, il vise à répondre à la problématique suivante : dans quelle mesure la transgression peut renforcer ou détériorer les relations que les consommateurs entretiennent avec des marques de luxe ? Son objectif est double. Un premier objectif tente de mieux appréhender le concept de transgression. Un second objectif vise à déterminer les variables d’action pertinentes d’une stratégie de marque centrée sur la transgression. Dans ce cadre, il propose un instrument de mesure de la perception transgressive des marques de luxe du point de vue du consommateur. Ce travail doctoral contribue à l’avancée des recherches sur les relations des consommateurs aux marques de luxe, et ce, plus précisément dans le cas de la transgressionLuxury brands seem to be more and more transgressive. This trend challenges the established codes of the sector and spreads to all components of the marketing mix. This doctoral work aims to investigate the relationship between consumers and luxury brands in the specific case of transgression. More precisely, it aims to answer the following question: to what extent can transgression strengthen or deteriorate the relationships that consumers have with luxury brands? Its objective is twofold. The first objective is to better understand the concept of transgression. A second objective is to determine the relevant action variables of a brand strategy focused on transgression. Within this framework, it proposes an instrument to measure the transgressive perception of luxury brands from the consumer's point of view. This PhD work contributes to the advancement of research on consumer relationships with luxury brands, more specifically in the case of transgression
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Cademan, Arvid, Richard Henriksson, and Viktor Nyqvist. "The Affect of Counterfeit Products on Luxury Brands : An Empirical Investigation from the Consumer Perspective." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19378.
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Introduction: Counterfeiting is considered as the crime of the 21st century. A highly affected market of counterfeits is the market of luxury branded goods. These goods are bought by consumers who want to express their social class and belonging by being admired, recognized and accepted by other people. The counterfeits of luxury brands that flourish on the market makes it possible for anyone to be a luxury brand user which is against the core of luxury brand, which strives for a low distribution to keep the demand high to be able to keep the consumer associations of luxury brands. Purpose: The purpose of this thesis is to create knowledge of how counterfeit products affect the consumer perception of luxury brands. Methodology: The research approach was a deductive, quantitative research and the data was collected through a questionnaire distributed through Facebook and the internal e-mail of the Linnaeus University. The sample frame was generation Y in Sweden. A total of 432 completed questionnaires were collected and was the foundation for the analysis and result. Conclusion: The consumers' perception of counterfeit products have a negative effect on the consumer perception of luxury brands. Both the consumer's brand associations and how consumers perceive the quality of luxury brands are affected by counterfeit products. However, what the consequences are of this negative relationship cannot be answered by the result of this thesis.
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Das, Moumita. "How To Sell A Luxury Brand From A Non-Luxury Store. Essays on Managing a Salesperson's Motivation Towards Selling Luxury Brands From A Non-Luxury Multi-Brand Store." Thesis, Jouy-en Josas, HEC, 2014. http://www.theses.fr/2014EHEC0012/document.
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La recherche en gestion de la force de vente concernant les produits du luxe en est à ses prémices. Compte tenu du poids accru des marques de luxe et des perspectives futures très prometteuses, il importe d’enrichir la recherche et de comprendre les leviers de ventes des produits de luxe. L’industrie du luxe dispose de deux voies d’accès aux consommateurs finaux. D’une part, un réseau spécialisé / dédié contrôlé directement par les fabricants du luxe et d’autre part, des boutiques généralistes multi-marques (en dehors du contrôle des fabricants du luxe). Une part importante des ventes de produits de luxe est réalisée dans ces boutiques non dédiées au luxe où de multiples marques de luxe coexistent et côtoient d’autres marques aux divers statuts. Cette thèse s’attache à expliquer le niveau d’effort que la force de vente de ces boutiques généralistes va dédier aux marques de luxe. Cette thèse repose sur une vaste littérature sur la dissonance cognitive et la théorie de l’identité socialeThe domain of sales management research for luxury products is still nascent. With the persistent growth of luxury brands and ongoing optimistic projections for the future, it is imperative to take a step forward in this field and understand the triggers that enable luxury sales. The personal luxury goods industry operates via two routes to market – “retail” (directly controlled by luxury brand manufacturers) and “wholesale” (outside of luxury brand manufacturer’s control). A significant amount of sales happen via the “wholesale” route, in multi-brand stores where a mix of luxury brands co-exists with non-luxury brands. Drawing from a literature on cognitive dissonance and social identity theory, using multilevel methods, this dissertation raises the question of how to predict salespeople’s effort allocation towards a focal luxury brand in this multi-brand selling environment
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Rozwadowska, Aleksandra Katarzyna. "Does social media presence of luxury brands affect consumers´ perceived luxury value?" Master's thesis, 2021. http://hdl.handle.net/10362/132587.
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Social media has fundamentally transformed the business environment. In fact, in most industries social media adoption has been relatively rapid, however, luxury brands’ relationship with social media is slightly more complicated. The appeal of luxury products stems from their prestige and exclusivity. This is not the case for social media platforms. They pose both a challenge and an opportunity for luxury sector. Hence objective of this study is to investigate whether social media presence of luxury brands affects consumers’ perceived luxury value. Through an experimental research design and quantitative data collection, results show that the former has little to no effect on the latter.
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Sampaio, Marta da Costa. "The impact of the consumers’ social and environmental awareness on luxury brands’ valuations." Master's thesis, 2018. http://hdl.handle.net/10400.14/26913.
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The present dissertation studies the impact of luxury brands’ ethical positioning on consumers’
brand valuations for purchase intention, perceived aesthetics and consumers’ perceived
ethicality. Moreover, it provides insights into the moderating role of consumers social and
environmental awareness on the relationship between luxury brands’ ethical positioning and
consumers’ brand valuations. An experimental study was conducted to investigate different
levels of ethical luxury positioning (ethical luxury brand vs. mainstream luxury brand) and
analyze what are consumers’ valuations. Results show that consumers brand valuations are
higher for ethical luxury brands, suggesting that they are more likely to purchase those brands,
perceive them as more aesthetically appealing and with a higher ethicality perception. Further,
consumers’ ethicality perceptions about a brand show to mediate the relationship between the
luxury brand type and brands’ valuations. Overall, this study provides empirical evidence that
not only luxury and sustainability are not opposite concepts, but they are actually strong allies
in the eyes of the consumer.A presente dissertação analisa o impacto que a ética das marcas de luxo tem nas avaliações da marca por parte dos consumidores, no que diz respeito a intenção de compra, perceção da estética do leque de produtos e perceção da ética da marca. Adicionalmente, fornece informação sobre o impacto que o conhecimento dos consumidores em relação a assuntos ambientais e sociais tem na ligação entre o nível de posicionamento ético das marcas de luxo e as avaliações dos consumidores sobre as mesmas. Um estudo experimental foi desenvolvido com o intuito de analisar qual a preferência do consumidor relativamente aos diferentes níveis de posicionamentos de marcas na área da ética (marca de luxo ética vs. marca de luxo comum). Os resultados mostram que os consumidores avaliam mais positivamente as marcas com posicionamento ético, sugerindo que há uma maior intenção de compra e perceção mais positiva quanto à estética e ética da marca. A dissertação mostra ainda o efeito mediador que a perceção do consumidor sobre a ética das marcas de luxo tem na relação entre o tipo de marca de luxo e as avaliações do consumidor quanto à marca. Concluindo, o presente estudo fornece provas empíricas de que não só os conceitos de luxo e sustentabilidade não são opostos, como são fortes aliados aos olhos do consumidor.
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Coelho, Catarina Lima. "The effect of perceived social power on consumers’ purchase intentions for alternative modes of luxury brands acquisition." Master's thesis, 2021. http://hdl.handle.net/10400.14/35010.
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The present research examines the impact of perceived social power on individuals’ decisions for alternative modes of luxury brands acquisition, whether for first-hand, second-hand or counterfeit luxury goods. It also explores whether these decisions are moderated by the level of luxury of the brand, i.e. entry-level or top-level luxury brands. Thus, through an experimental study with a mixed design, this paper showed that high-power individuals are less willing to purchase counterfeit products than their powerless counterparts and that are also less price-sensitive. Also, it proposes that high states of social power lead to more conservative socially risky decisions than low states of social power in a purchasing context. Nevertheless, it can also lead to more risky decisions when purchasing products that carry high levels of financial risk.
There was a consensual difference between groups: regardless of the perceived social power, individuals have more purchase intentions for authentic luxury products (first and second-hand) than for the non-authentic ones (counterfeits). However, while the purchasing intentions of the latter are identical among both authentic products, low-power individuals demonstrated a greater willingness to purchase second-hand luxury products than the first-hand ones. Moreover, contrary to expectations, low-power individuals show more propensity to buy counterfeit products than their powerful counterparts. The conclusions and implications of these results are discussed throughout the dissertation.O presente estudo analisa os efeitos do poder social no processo de decisão por diferentes tipos de aquisição de marcas de luxo, quer seja em primeira-mão, segunda-mão ou contrafeitos. Além disso, examina o facto destas decisões serem moderadas pelo nível de luxo da marca, isto é, por marcas de luxo de gama básica e por marcas de luxo topo de gama. Assim, através de um estudo experimental com um design misto, esta dissertação mostra que os indivíduos com elevado poder social estão menos dispostos a comprar produtos contrafeitos do que os que detêm menos poder, assim como também são menos sensíveis ao preço. Além disso, propõe que níveis elevados de poder social leva a que os indivíduos tomem decisões socialmente mais conservadoras num contexto de aquisição de bens, comparativamente aos indivíduos com baixo poder social. Não obstante, também pode levar a decisões mais arriscadas na compra de produtos que acarretam maior nível de risco financeiro. Verificou-se também que independentemente do poder social percecionado, existem mais intenções de compra por produtos autênticos (primeira-mão e segunda-mão) do que por produtos não autênticos (contrafeitos). No entanto, enquanto que as intenções de compra dos indivíduos com elevado poder social são idênticas entre produtos autênticos, os indivíduos com pouco poder demonstraram-se mais dispostos a adquirir produtos de luxo já usados do que em primeira-mão. Além disso, e contrariamente ao esperado, os indivíduos com baixo poder social demonstram uma maior propensão na compra de produtos contrafeitos do que indivíduos com elevado poder social.
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Chen, Sheng-hsien, and 陳盛賢. "A Study of Relationship among Brands' Image, Products Quality, Service Quality, Perceived Value and Customer Satisfaction of Luxury Cosmetic." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/19691931577238473112.
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碩士世新大學
資訊傳播學研究所(含碩專班)
104
Abstract Cosmetic market size has been expanding in recent years, and the emerging of big and crossover brands has intensified vicious competition in Taiwanese cosmetic industry. Whereas cosmetic companies can start from differentiating brand image or improving product quality, service quality and relationship quality to compete in this highly competitive environment with limited resources and to create self competitive advantages to win consumer support. The purpose of this study focuses on how to effectively raise customer loyalty. This thesis, using statistical software Statistical Product and Service Solution (SPSS) to study different demographic variables and consuming habits, discusses the influence of cosmetic industry’s brand image, product quality, service quality, perceived value on customer loyalty, and to further understand the implication of management and then formulate corresponding marketing strategies. This thesis found that the establishment of luxury cosmetic companies must build good images and provide excellent product quality and service quality. By doing so one can improve customers’ perceived value of luxury cosmetics while at the same time can increase customer satisfaction and returned customers. The results show that brand image has a significantly positive effect on perceived value, product quality has a significantly positive effect on perceived value, service quality has a significantly positive effect on perceived value, perceived value has a significantly positive effect on customer satisfaction, and great difference between demographic variables and dimensions. Keywords: Brand Image, Service Quality, Customer Satisfaction.
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Chen, Wei-Shiuan, and 陳韋諠. "A Study of the Relationship between the Vanity Traits and Luxury Brands Purchase Intention: Perceived Risk and Social Comparison as Moderators." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/nfcqaw.
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碩士靜宜大學
國際企業學系
105
The key focus of the study is to investigate the influence of vanity traits on luxury brands purchase intention when making a purchase decision, as well as the moderator effect of perceived risk on the relation between vanity traits and luxury brands purchase intention. Lastly, the moderator effect of social comparison on the relationship between vanity traits and luxury brands purchase intention. Furthermore, quantitative method is employed using web questionnaire to conduct evidence-based study. Finally, data is colleted and analyzed based on 392 valid samples, and the following conclusion is established: 1.Vanity traits has significant positive influence on luxury brands purchase intention. 2.Social comparison has significant moderator effect on the relation between vanity traits and luxury brands purchase intention. The more the positive social comparison is, the more positive effect the vanity traits have on luxury brands purchase intention. 3.Perceived risk has significant moderator effect on the relation between vanity traits and luxury brands purchase intention. The higher perceived risk is, the less positive influence vanity traits will have on luxury brands purchase intention.
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Sun, Chih-Li, and 孫芝俐. "The Effect of Perceived Risk Motivation on Attitudes and Intention of Second-Hand Luxury Brands: The Moderatering role of Consumer Knowledge and Vanity." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/a9k6n2.
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碩士銘傳大學
企業管理學系碩士班
101
In order to maintain Consumers’ status or self-image in a peer group, they want to have luxury brands even more than they could afford the amount. Therefore, consumers turn to consume the second-hand luxury brands because its price cheaper than new luxury brands. In the past, much literature referred to new luxury brands and counterfeit luxury brands, but relatively few studies about second-hand luxury brands. The research has targeted on consumers who are familiar with luxury brands, and use SPSS to discuss hypothesis test on the regression. We want to know the effect of perceived risk motivation on attitude and intention of second-hand luxury brands. We also examine the effect of moderatering on consumer knowledge and vanity. According to results, the motivation of financial risk, performance risk, psychological risk and social risk would negatively affect the attitude of consumers to buy second-hand luxury brands, and when consumer knowledge sufficiently, the motivation of physical risk and time risk on the purchase of second-hand luxury brands attitude was a significant moderating effect; if consumers are under the influence of vanity, for the purchase of second-hand luxury brands, financial risk, performance risk, psychological risk and social risk have increased negative effect, as well as for the purchase of second-hand luxury brands between attitudes and intentions are positive reinforcement effect.
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Elin, Norell, and Larsson Emma. "Consumer Perception of the Value of Brand Heritage." Thesis, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35652.
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Brand heritage and consumer perceived value are two concepts which separately have received a growing interest among academics for quite some time. However both of them combined, hence consumers’ perception of the value of brand heritage is a relatively unexplored field of research. This study therefore intends to explore how consumers perceive the value of brand heritage of luxury fashion brands. To achieve this purpose, the study will investigate consumers’ perception of the value of brand heritage of four European luxury fashion brands – Burberry, Chanel, Gucci, and Louis Vuitton – which serve as illustrative/reference brands in this study. These four European luxury fashion brands are chosen as illustrative brands in this study based on the determination that heritage is a central part of their brands. Secondary data was collected through Internet based document analysis of the illustrative brands to determine whether these qualify as heritage brands. Furthermore, semi-structured interviews were conducted to collect primary data for the purpose to explore how consumers perceive the value of brand heritage of the illustrative brands. The findings of the study reveal that consumers perceive the value of the brand heritage of the illustrative brands because it serves as a source of credibility and trust between the consumers and the brands. There is a perception that the brands have managed to maintain a certain standard regarding quality and craftsmanship, and likewise delivered according to consumers’ expectations over time. Furthermore consumers perceive the value of the brand heritage of the illustrative brands since it contributes to a sense of belongingness and social acceptance. They value the identity and meaning of the illustrative brand, hence the perception that the brands have managed to persistently deliver according to their core values and promises over time. It provides the consumers with the opportunity to connect with the brands on a personal level and to create their own individual identities and lifestyles through the brands. All this, in combination with the perception of the brands as timeless and durable, that they inhabit a sense of credibility and trust, which in the long run may generate loyalty - they value that the brands are loyal to them - conclude how consumers perceive the value of the brand heritage of the illustrative brands.
Book chapters on the topic "Luxury brands perceived as transgressive"
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Barata, Madalena, and Paulo Duarte. "The Values Perceived by Fashion Consumers in Luxury Brands." In Advances in Fashion and Design Research II, 232–41. Cham: Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-43937-7_20.
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Patten, Elena. "The Key Drivers of Perceived Omnichannel Service Quality in Fashion." In The Art of Digital Marketing for Fashion and Luxury Brands, 3–30. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-70324-0_1.
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Malik, Ritika, Swati Luthra, Naveen Nandal, and Chakshu Mehta. "Customer Perceived Value of Luxury Brands with a Perspective of Price Sensitivity and Aesthetics." In Advancements in Business for Integrating Diversity, and Sustainability, 170–76. London: Routledge, 2024. http://dx.doi.org/10.4324/9781032708294-30.
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Amatulli, Cesare, Matteo De Angelis, Andrea Sestino, and Gianluigi Guido. "Omnichannel Shopping Experiences for Fast Fashion and Luxury Brands." In Advances in Marketing, Customer Relationship Management, and E-Services, 22–43. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch002.
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This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implementation of omnichannel activities on the perception of luxury and fast fashion brands. Interestingly, consumers perceive omnichannel strategies as something projected for luxury brands, thus as a way for them to improve the luxury shopping experience. Consequently, when applied to fast fashion brands, omnichannel strategies may lead consumers to perceive such brand as more prestigious, activating a sort of “luxurization.” For a luxury company, omnichannel strategies may represent an opportunity because they can increase the perceived luxuriousness of the brand, but also a threat because they may help fast fashion brands to be perceived as luxurious, thus “imitating” luxury companies.
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Mosca, Fabrizio, Philip J. Kitchen, and Valentina Chiaudano. "Investigating the Impact of Luxury Brands' Traditional and Digital Contents on Customer-Based Brand Equity." In Advances in Marketing, Customer Relationship Management, and E-Services, 81–100. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch005.
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After a period of initial scepticism, luxury-branded companies now understand the necessity of integrating digital technologies into their marketing actions. Therefore, most luxury companies approach emerging digital tools commencing from communication strategies. The direct consequence is the adoption of social media such as blogs, applications (apps), and social networking as new communication tools alongside and in conjunction with traditional media. The purpose of this chapter lies in seeking to understand the extent to which luxury brand consumers appreciate the contents of luxury brand communications and in comparing digital and traditional ranges. In addition, the chapter investigates the existence of a correlation between the level of satisfaction perceived by luxury consumers and the dimension of customer brand equity according to the Aaker model. In this endeavour, this study is an attempt to provide academics and practitioners with insight about the expectation of luxury brand consumers from contents delivered, comparing digital and traditional platforms.
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Lourenço, Vera Lúcia, André Whiteman Catarino, Manuel José Fonseca, and Bruno Barbosa Sousa. "Consumer-Brand Relationship and Use of the Website in Virtual Communication in the Luxury Furniture Industry." In Building Consumer-Brand Relationship in Luxury Brand Management, 158–77. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4369-6.ch008.
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Luxury management can be considered the management of paradoxes between intangibility and functionality, rationality and emotion, modern technology with traditional craftsmanship, showing that luxury comes from creation, timelessness, emotion, excellence, heritage, and authenticity. This chapter results from two methods, a qualitative analysis, which presents an analysis grid with the most varied characteristics; these are divided into six groups: identification, content, product page, utility, entertainment and complementary relationship, speed and other presences visible on three websites of luxury furniture brands. The other method is the quantitative one, which was a questionnaire with the understanding the perceived quality of the website using the WebQual scale, as well as understanding the purchase intention and the importance of the internet in the purchase decision process.
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Ansarin, Madina, and Wilson Ozuem. "Social Media and Online Brand Communities." In Global Branding, 709–35. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch035.
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It is widely recognised that a better understanding of social media and its implications is essential for formulating effective branding strategies in evolving Computer-Mediated Marketing Environments (CMMES). However, few studies have examined how social media influences brand image in the luxury sector. The current study intends to examine whether increased exposure through social media influences brand image in technologically infused marketing environments. Drawing on extant literature from various perspectives (in areas such as marketing, information management, and communications studies), this chapter examines exposure to social media and how this influences consumer perceptions of luxury fashion brands. The current analysis develops a critical examination of social media and the perceived prevalence on brand image by elucidating overwhelming perspectives in the evolving technological marketing environments.
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Ansarin, Madina, and Wilson Ozuem. "Social Media and Online Brand Communities." In Advances in Marketing, Customer Relationship Management, and E-Services, 1–27. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6595-8.ch001.
Full textAbstract:
It is widely recognised that a better understanding of social media and its implications is essential for formulating effective branding strategies in evolving Computer-Mediated Marketing Environments (CMMES). However, few studies have examined how social media influences brand image in the luxury sector. The current study intends to examine whether increased exposure through social media influences brand image in technologically infused marketing environments. Drawing on extant literature from various perspectives (in areas such as marketing, information management, and communications studies), this chapter examines exposure to social media and how this influences consumer perceptions of luxury fashion brands. The current analysis develops a critical examination of social media and the perceived prevalence on brand image by elucidating overwhelming perspectives in the evolving technological marketing environments.
Conference papers on the topic "Luxury brands perceived as transgressive"
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Zahari, Nurfareena, and Fang Liu. "GENDER DIFFERENCES IN PERCEIVED LUXURY VALUES: AN EMPIRICAL STUDY ON LUXURY FASHION BRANDS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.04.03.04.
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Kumagai, Ken, and Shin’ya Nagasawa. "THE INFLUENCE OF STORE LOCATION PRESTIGE ON THE PERCEIVED STATUS OF LUXURY AND NON-LUXURY BRANDS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.01.04.04.
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Kim, Juran, and Ki Hoon Lee. "3D PRINTING AD CAMPAIGN EXPERIENCES: PERCEIVED VALUE OF LUXURY BRANDS AND PURCHASE INTENTION." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.04.03.
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