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1
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.
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Yu, Xiaoyu, and Euitay Jung. "The Effect of Visual Consistency on Value Perception of Luxury Goods: Focusing on the Mediating Effect of Korean MZ Generation Purchase Motivation." korea soc pub des 11 (December 31, 2023): 31–40. http://dx.doi.org/10.54545/kspd.2023.12.31.
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The fields of marketing and consumer behavior study often focus on the formation of value and status of high-end consumer products. This study examines the impact of visual consistency on the perceived value of luxury products and correlates with the purchase motivation of Generation MZ. The purpose of this study is to explore the impact of visual consistency on the value perception of luxury consumer products. It revealed how visual consistency strategies can influence the perceived value and emotional value of high-end products and how they can improve the purchase decision-making of consumers. Through a research model and hypotheses, this study researched the interaction between visual consistency, perceived value of luxury brands, and purchase motivation of Generation MZ. The study used a mixed methodology combining qualitative and quantitative techniques, and hypotheses were developed to test the relationships between variables. Data was collected through a survey and analyzed. The results of the analysis confirmed a relationship between visual consistency, perceived value of luxury goods, and purchase motivation, and confirmed the mediating effect of purchase motivation. This study provided insights into visual consistency and its impact on the value perception of luxury consumer goods brands. The findings indicate that brands should carefully consider the visual elements and have implications for marketers, designers, and companies seeking to understand and leverage these dynamics of luxury branding and consumer behavior.
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Mazzoli, Valentina, Laura Grazzini, Raffaele Donvito, and Gaetano Aiello. "Luxury and Twitter: an issue of the right words." Qualitative Market Research: An International Journal 22, no. 1 (January 14, 2019): 33–49. http://dx.doi.org/10.1108/qmr-01-2017-0051.
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Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.
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Vijaranakorn, Ketsuree, and Randall Shannon. "The influence of country image on luxury value perception and purchase intention." Journal of Asia Business Studies 11, no. 1 (January 3, 2017): 88–110. http://dx.doi.org/10.1108/jabs-08-2015-0142.
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Purpose This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of country image, cognitive and affective dimensions, have been developed to evaluate perceived luxury value and purchase intention. However, no prior studies have considered all the types of perceived luxury values: utilitarian value, hedonic value, symbolic value and economic value, considered in relation to cognitive and affective country image in an emerging country’s market. Accordingly, this study has attempted to explore the ways Thai luxury consumers perceive the image of the country and the influence of the perceived value of Thai luxury brands, to learn which country attributes strengthen the luxury brand’s value and customers’ purchase intention. Design/methodology/approach A total of 407 Thai respondents, who were luxury-product consumers who knew and previously had bought either Thai luxury brands or global luxury brands, comprised the final sample examined. Structural Equation Modeling was employed in this research to test the research hypotheses. The structural model proposed a causal relationship between two endogenous constructs, cognitive and affective country images, and five exogenous constructs: utilitarian value, hedonic value, symbolic value, economic value and purchase intention. Findings The findings confirmed that countries are like brands in that the perceived image of each country’s aspects, cognitive and affective, influences the perceived value in each dimension differently, and so affects purchase intention. This implies that the evaluation of perceived quality or perceived value for money, as in past studies, cannot accurately demonstrate what particular benefits consumers receive when they utilize the country-image cue. Country image has both symbolic and emotional significances for consumers. The findings have provided a more precise measure of the effects of country image as well as important information on country positioning the in the world market. Research limitations/implications There are some limitations in this study. The reliance on Thai samples from one city has limited the generalizability of the findings. Moreover, this study considered only one country of brand origin, and only one product category has been chosen as the stimulus, which together are the major limitations of this study. Future research could also consider further testing country image effects on value perception with other extrinsic attributes, rather than using a single cue, as this study did. Additionally, antecedent variables that may have an influence on country-image effects should be considered in future studies. Practical implications The relation of country image and value perception could help both governments and companies support their national brands more effectively, or to export products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value. Moreover, it would be valuable for companies producing luxury products to know which country attributes strengthen the brand’s value. Luxury-brand managers will have to take these aspects into consideration when developing their communications strategies (Krupka et al., 2014). Originality/value There is a lack of research as regards the impact of a brand name’s perceived origin on the luxury perception associated with that brand (Salciuviene et al., 2010). This research is the first to investigate the theoretical framework of luxury value perception found in relation to cognitive and affective country images. From an academic perspective, this study sought to increase the theoretical research relating to the ambiguous conceptualization of the country-image effect on consumers’ perception of value in luxury products. Additionally, the relation of country image to luxury value perception could help both governments and companies support their national luxury brands more effectively, or to export luxury products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value.
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Hur, Won-Moo, Minsung Kim, and Hanna Kim. "The Role of Brand Trust in Male Customers' Relationship to Luxury Brands." Psychological Reports 114, no. 2 (April 2014): 609–24. http://dx.doi.org/10.2466/01.07.pr0.114k15w8.
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This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample ( N=400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the effect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.
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Chen, Xi, and Zhe Li. "Investigating the consumer evaluation of the co-branding of luxury brands." International Journal of Research in Business and Social Science (2147- 4478) 11, no. 4 (June 5, 2022): 01–15. http://dx.doi.org/10.20525/ijrbs.v11i4.1808.
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China as a hot luxury market has witnessed high growth in luxury sales despite the COVID-19. In recent years, many luxury companies have further improved their brand value and influence via co-branding strategies, however, their brand cooperation received mixed evaluations. Drawing on the conceptual blending theory and self-concept consistency theory, this paper constructs and verifies the structural equation model of consumer evaluation of luxury co-branding from the perspectives of the brands and the consumers. The study reveals that luxury co-branding fit, advertising types and the consumers’ life-role transition have a positive impact on consumer evaluation. Both the type of advertising and consumers’ life-role transition have a moderating effect on consumer evaluation. Specifically, (i) In luxury co-branding, the co-branded products paired with a high fit between the values of the cooperative brands are more likely to receive high consumer evaluation; (ii) The publicity of the brand image of the co-branded products has a stronger moderating effect on the perceived quality, appeal and purchase intention of luxury users than the publicity of the features of the co-branded products; (iii) For luxury brands with a high degree of joint fit, consumers who have not experienced life-role transformation have a stronger regulatory effect on consumers' perceived quality, attractiveness and purchase intention than consumers who have experienced life-role transformation.
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Cervellon, Marie-Cécile. "Conspicuous Conservation: Using Semiotics to Understand Sustainable Luxury." International Journal of Market Research 55, no. 5 (September 2013): 695–717. http://dx.doi.org/10.2501/ijmr-2013-030.
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This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the signvalue of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes ‘ascribed luxury’ (discreet and emphasising traditional manufacturing techniques) to ‘achieved luxury’ (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.
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Kauppinen-Räisänen, Hannele, Johanna Gummerus, Catharina von Koskull, Åke Finne, Anu Helkkula, Christian Kowalkowski, and Anne Rindell. "Am I worth it? Gifting myself with luxury." Journal of Fashion Marketing and Management 18, no. 2 (May 6, 2014): 112–32. http://dx.doi.org/10.1108/jfmm-04-2013-0062.
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Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. The purpose of this paper is to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands. Design/methodology/approach – The study takes a multi-qualitative approach involving a small (n=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases. Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self and socially orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand. Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting. Originality/value – Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.
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Cui, Yajie. "Social media marketing strategies of luxury brands in the context of COVID-19 and their impact on consumer behavior." BCP Business & Management 23 (August 4, 2022): 49–56. http://dx.doi.org/10.54691/bcpbm.v23i.1335.
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During Covid-19, many luxury brands have treated the social media marketing campaign as their most crucial promotion approach, and these campaigns indeed have some impacts on Chinese customer behaviors. After perceiving this marketing campaign, most customers have increased their purchases of luxury goods. Simultaneously, some clients decrease their purchasing frequency because of the shortcomings of these social media marketing strategies. This article collects specific data via survey and interview to determine the particular social media marketing campaigns of these brands during the COVID-19, the changes in consumer purchase intention before and after the epidemic, and the perceived success and failure cases of marketing approaches of these luxury brands in the minds of customers. After reviewing these data results, this report discovered certain shortcomings of the luxury brands’ social media campaigns in terms of consumer interaction and the content and scope of the present advertisement. Finally, the article provides the luxury brands with a more thorough and tailored solution to these two difficulties, which has the potential to reverse customers’ negative attitudes against the brand and foster a deeper relationship between customers and brands.
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Loureiro, Sandra Maria Correia, Jano Jiménez-Barreto, and Jaime Romero. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands." Journal of Retailing and Consumer Services 57 (November 2020): 102211. http://dx.doi.org/10.1016/j.jretconser.2020.102211.
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Vera-Martínez, Jorge, Humberto Fuentes, and Diana Kolbe. "SUSTAINABLE BEHAVIORS AND PERSONALITY MODERATING THE STATUS GOAL AND PURCHASE INTENTION RELATIONSHIP OF LUXURY BRANDS." Journal of Business Economics and Management 25, no. 2 (May 6, 2024): 377–95. http://dx.doi.org/10.3846/jbem.2024.21062.
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Luxury brands are related to two major mechanisms of social adaptation: value-expressive and social-adjustive. Researchers have established that these two functions are likely to influence customer purchase intention. Additionally, evidence suggests an interaction between sustainability beliefs and personality traits. Traditional, luxury brand purchasers are considered carefree of sustainability considerations. Therefore, a research gap exists regarding sustainable behaviors and personality issues in relation to luxury brands. Thus, building on a model of the effects of the value-expressive and social-adjustive functions of luxury brands on purchase intention, this study analyzes the effects of two types of moderating variables, namely, sustainable consumption (anthropocentrism, perceived self-efficacy, ecological behavior, conservatism, and egoism) and personality traits (conscientiousness, extraversion, openness, and neuroticism). Results of a structural equation modeling analysis with nested models, using a sample of 299 U.S. luxury car consumers, reveal that for the value-expressive and purchase intention relationship, only perceived self-efficacy shows a negative moderating effect. Meanwhile, for the relationship between social-adjustive and purchase intention, anthropocentrism, egoism, extraversion, and neuroticism demonstrate moderating effects. Thus, the variables here proposed primarily moderate the social-adjustive and purchase intention relationship. Therefore, luxury product firms pursuing a long-term sustainability agenda may benefit from strategies based on social-adjustive needs.
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Colella, Giuseppe, Cesare Amatulli, and María Pilar Martínez-Ruiz. "Social media interactions and brand luxuriousness: the role of materialism." Journal of Consumer Marketing 38, no. 4 (June 8, 2021): 434–44. http://dx.doi.org/10.1108/jcm-02-2020-3650.
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Purpose This study aims at investigating how the level of brand–consumer interaction between luxury brands and consumers on social media may affect the perception of brands’ luxuriousness. In particular, this study is focused on the moderating role of consumers’ materialism. Design/methodology/approach This study adopted a quantitative approach. Data were collected with two online experiments. Study 1 was run to test whether a luxury brand’s product description was perceived as more luxurious when published on a social media platform versus the brand’s website, and if consumers’ materialism influences this effect. Study 2 explains the underlying psychological mechanism by underlining the mediating role of psychological distance. Findings The results show that branded luxury products are perceived as more luxurious when these are communicated on a social media platform (vs on the brand’s Web page), and consumers are high (vs low) in materialism, due to high psychological distance. Originality/value Previous literature has neglected the relationship between materialism and social media communication, as well as the potential differential effect that a high versus low level of brand–consumer interaction may have, for luxury brands, in the online context. This study fills this gap by investigating the role of a consumer-related characteristic (i.e. the level of materialism) that represents an important dimension in luxury consumption. Moreover, this study sheds light on the mediating role of psychological distance in the context of luxury brands’ online communication.
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Léo, Trespeuch, and Robinot Élisabeth. "Exploring the Impact of Corporate Philanthropy on Brand Authenticity in the Luxury Industry: Scale Development and Empirical Studies." Sustainability 15, no. 16 (August 11, 2023): 12274. http://dx.doi.org/10.3390/su151612274.
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The objective of this study was to investigate the concept of perceived corporate philanthropy (PCP) among consumers of luxury goods and examine the differences these consumers perceive in terms of philanthropic actions, particularly within the luxury sector. To address this question, we adopted the following approach: (1) Defining the concept of PCP through an extensive analysis of 2590 articles using GEPHI methodology. (2) Developing a measurement scale for the PCP construct. (3) Exploring the impact of PCP on perceived brand authenticity by comparing consumers of luxury hotels and standard hotels. The results of our multigroup analysis indicated a significant difference among consumers. Corporate philanthropic strategies had a notably stronger influence on the perception of PCP among luxury hotel consumers. This finding underscores the substantial divergence within the luxury marketing literature. These consumers seek brands that align with their desire to associate themselves with robust and authentic brands that carry symbolic significance, which allows them to identify and connect with these brands. By consuming these brands, they are able to attain their desired status. This study sheds light on a significant variable in contemporary marketing, namely, PCP, which provides new avenues for differentiation and leverage within the luxury goods industry. As a result, this study provides valuable managerial recommendations to companies and NGOs, aiming to assist them in tailoring their philanthropic strategies to effectively resonate with their target audiences and bolster their brand reputation.
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Dobre, Costinel, Anca-Maria Milovan, Cristian Duțu, Gheorghe Preda, and Amadea Agapie. "The Common Values of Social Media Marketing and Luxury Brands. The Millennials and Generation Z Perspective." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 7 (September 25, 2021): 2532–53. http://dx.doi.org/10.3390/jtaer16070139.
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As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To determine the extent to which Millennials and Generation Z consumers perceive compatibility between social media marketing and luxury brands, a purposive sampling technique was employed. We collected data from 303 Romanian visitors of the Facebook page entitled Do You Like Luxury? This page, with postings from luxury producers, was specially created and sponsored in order to raise interest in completing the questionnaires. For data analysis, we used statistical tests, including confirmatory factorial analysis, regression, and independent-samples t-test. Our research shows that, for Millennials and Generation Z, luxury brands are compatible with social media apps as marketing channels. Even in the case of inadequacy, managers can still use the facilities of digital technologies to depict exclusivity, emotions, and sensory experiences specific to luxury. Unlike other studies, which only focused on a few dimensions, we proposed a multidimensional approach of the perceived value of luxury and social media marketing. Moreover, this is one of the few studies to focus on Eastern European consumers.
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Esmaeilpour, Fariba. "The role of functional and symbolic brand associations on brand loyalty." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 467–84. http://dx.doi.org/10.1108/jfmm-02-2015-0011.
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Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands. Design/methodology/approach – A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study. Findings – The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty. Research limitations/implications – Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media. Originality/value – This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.
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Rolling, Virginia, and Amrut Sadachar. "Are sustainable luxury goods a paradox for millennials?" Social Responsibility Journal 14, no. 4 (October 1, 2018): 802–15. http://dx.doi.org/10.1108/srj-07-2017-0120.
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PurposeThe purpose of this study is to examine how luxury brand descriptions influence millennials’ impression of luxury, impression of sustainability, attitude toward brand and purchase intention using the impression formation theory.Design/methodology/approachA between-subjects experimental design was used to test the research model, wherein two randomly assigned groups received an online experiment with either a luxury-only or a sustainable-luxury brand description.FindingsFindings included that the impression of luxury did not change for a sustainable-luxury brand describing the use of recycled materials as compared to a luxury-only brand without the description of recycled materials present. Therefore, millennials perceived the luxury-only and sustainable-luxury brands to provide an impression of luxury, which was the sole impression to significantly predict attitude toward the brand. In addition, the results indicated that attitude positively influenced purchase intention for both brand descriptions.Originality/valueThis study provides support for luxury brands to transition toward sustainable efforts of using recycled materials in their goods as the impression of luxury is preserved, and provide marketing communication that favors sustainable brand positioning. This is one of the first empirical studies that focused on exploring sustainability strategies for luxury brands targeting a specific market segment (i.e. millennials in the United States of America).
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Kumagai, Ken, and Shin’ya Nagasawa. "The Influence of Perceived Rarity and Luxuriousness on Consumers’ Brand Attitudes: Observations in Japan." Journal of Advanced Computational Intelligence and Intelligent Informatics 20, no. 4 (July 19, 2016): 504–11. http://dx.doi.org/10.20965/jaciii.2016.p0504.
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When a non-luxury apparel brand attempts to raise its brand value by employing the luxury strategy, rarity management is a brand manager’s concern. This study focuses on apparel brand’s rarity as perceived by consumers and its influence on consumers’ brand attitudes depending on the extent of the brand’s luxuriousness. In this paper, a consumer survey is conducted in Japan to analyze consumers’ perceptions and attitudes toward 10 leading apparel brands. The results of principal factor analysis and regression analysis suggest that the higher a brand’s luxuriousness is, the more strongly its perceived rarity positively impacts on consumers’ brand attitudes. On the contrary, it is suggested that the lower a brand’s luxuriousness is, the more strongly its perceived rarity negatively impacts on consumers’ attitudes. This result implies the existence of the snob effect for luxury brands. Conversely, investments to raise consumers’ perceived rarity potentially might harm consumers’ attitudes towards the brand when the extent of brand’s luxuriousness is low.
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Lionel Nunes. "Impact of Brand Image on Consumer Buying Behavior towards Luxury Automobile Segment." International Research Journal on Advanced Engineering and Management (IRJAEM) 2, no. 03 (March 16, 2024): 237–47. http://dx.doi.org/10.47392/irjaem.2024.0037.
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The luxury automobile market has witnessed significant growth in recent years, attracting global players such as Mercedes, BMW, Audi, Jaguar, Range Rover, and more. This research project delves into the intricate realm of consumer behavior within the luxury car segment, focusing on the state of India. It aims to unravel the multifaceted factors influencing consumers' decisions to invest in prestigious luxury car brands. Luxury cars are not merely vehicles; they are a fusion of opulence and prestige. This study seeks to comprehend the perceptions and motivations driving individuals to opt for luxury car brands. Wealthy consumers are drawn to these vehicles not solely for their superior technical features but also for their non-technical attributes, particularly the perceived image of the car brand. Luxury cars serve as a conspicuous display of wealth and social status.
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Jain, Sheetal, and Mohd Naved Khan. "Measuring the impact of beliefs on luxury buying behavior in an emerging market." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 341–60. http://dx.doi.org/10.1108/jfmm-07-2016-0065.
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Purpose Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption. Design/methodology/approach Researcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis. Findings The findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands. Originality/value This research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.
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Frida Thomas Pacho. "Self–Brand Connection and the Decision to Purchase Counterfeit and Original Luxury Brands in Tanzania." Journal of Consumer Sciences 8, no. 2 (June 26, 2023): 93–110. http://dx.doi.org/10.29244/jcs.8.2.93-110.
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The research employed the method of Perceived Counterfeit Detection (PCD) to determine the significance of individuals' considerations in determining their decision to purchase original luxury brands. The study explored the relationship between self-brand connection and the purchase of counterfeit luxury brands, and also, evaluated the influence of economic benefits. The research was conducted through a survey of prospective luxury goods consumers, both original and counterfeit, in six malls located in two cities using a questionnaire. A sample of 930 participants was used, and the hypotheses were tested using a structural equation model. The findings indicate that an individual's self-concept might play a role in deciding whether to purchase an original or counterfeit luxury brand. It is noteworthy that the Perceived Counterfeit Detection completely influenced the relationship between self-brand connection and the decision to buy an original luxury brand. Furthermore, the study discovered that economic advantages intensified the inclination of consumers to buy counterfeit products in emerging economies. This contributes to the Social Identity Theory, suggesting that in scenarios heavily influenced by personal development, social pressure from one's social group might override individual moral considerations such as self-brand connection. The findings of this study hold considerable importance for managers and marketers as they enhance their comprehension of the influential role that individuals play in influencing the purchase of luxury brands. Marketing strategies need to consider the influence of family and social groups on buying choices, and advertisements should be customized accordingly.
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Zhang, Yanbo, Chuanlan Liu, and Yanru Lyu. "Examining Consumers’ Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands’ Digital Fashion Specifically." Journal of Theoretical and Applied Electronic Commerce Research 18, no. 4 (October 25, 2023): 1971–89. http://dx.doi.org/10.3390/jtaer18040099.
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Digital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market success, indicating the future of digital fashion. This research aims to empirically investigate consumers’ general perceptions and evaluations of digital fashion and to specifically examine consumers’ purchase intention of luxury brands’ digital fashion. A total of 214 responses were collected from a U.S.-based research company’s consumer panel. Data were analyzed by using structural equation modeling (SEM). The results revealed that the general attitude toward digital fashion is influenced by four factors: the two specific attitudes toward outfitting avatars and dressing real people’s on-screen bodies in virtual spaces, the perceived social value of digital fashion, and consumer environmental involvement. Furthermore, the general attitude and perceived social value of digital fashion directly affect the purchase intention. This study attempts to extend established theories into the emerging digital fashion context and provides insights and suggestions for digital fashion marketers, particularly for luxury fashion brands.
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Canziani, Bonnie, Kittichai Watchravesringkan, and Jennifer Yurchisin. "A model for managing service encounters for neo-luxury consumers." Worldwide Hospitality and Tourism Themes 8, no. 1 (February 8, 2016): 41–52. http://dx.doi.org/10.1108/whatt-10-2015-0036.
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Purpose – This paper aims to explore a theoretical relationship among perceptions of consumer social class, the perceived legitimacy of customer requests for service and the delivery of intangible services. It focuses the discussion on service firm encounters with non-traditional consumers seeking to purchase from luxury brands. Design/methodology/approach – The paper reviews the literature for current trends in strategies of luxury brands and characteristics of evolving global and Asian consumer markets for luxury and neo-luxury goods and draws a theoretic model with propositions. Findings – Evidence suggests that service providers can improve efforts to expand services to the newly rich and trading-up neo-luxury consumer markets by focusing on the intangible elements of the service delivery system. Particular emphasis is placed on enhancing employee treatment of neo-luxury customers during service encounters by understanding the influence of employee perceptions of consumer social class and evaluations of the perceived legitimacy of customer requests for service. Originality/value – The paper contributes to the theoretical discussion in luxury brand management by suggesting that employees are influenced by impressions of customer worth and other attributes when determining responses to customers during service encounters. Implications for practitioners and future research directions for academics based on the framework are presented.
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Seifert, Christin, Tianyu Cui, and Veena Chattaraman. "Can brands deviate from their brand aesthetic? Brand luxury status as a moderator." Journal of Fashion Marketing and Management: An International Journal 23, no. 2 (May 13, 2019): 176–92. http://dx.doi.org/10.1108/jfmm-05-2018-0072.
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PurposeThe purpose of this paper is to examine the effect of brand design consistency (BDC) on consumers’ aesthetic judgment and purchase intention; and whether this effect of BDC is moderated by a brand’s luxury status.Design/methodology/approachA mixed-factorial experimental design that manipulated the BDC of handbags (prototypical/high/low) and brand luxury status (luxury/non-luxury) was conducted among 311 female participants to test the proposed hypotheses.FindingsResults obtained fromt-tests and repeated measures ANCOVA demonstrate that prototypical brand designs, followed by high, and then low BDC products, evoked the most positive consumer responses. Additionally, brand luxury status moderated the effect of BDC on consumer response, such that the effect was more salient for non-luxury than luxury brands.Practical implicationsLuxury brands are able to leverage the halo effect, as perceived brand design inconsistency has a lesser impact on consumers’ purchase intentions than for non-luxury brands. Non-luxury brands have less latitude to deviate from their brand aesthetic, and maintaining BDC in new products is imperative for these brands.Originality/valueDesigners constantly navigate the thresholds of their brand’s aesthetic in design decisions; however, few studies have investigated consumer responses to deviations from brand aesthetics. To the authors’ knowledge, no studies have examined this phenomenon in relation to a brand’s luxury status, a factor that critically impacts consumers’ design expectations.
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Delieva, Daniela, and Hyo Jin Eom. "Consumers’ Attitude Toward Socially Responsible Consumerism in the Sustainable Fashion Market." Business and Management Studies 5, no. 1 (March 25, 2019): 59. http://dx.doi.org/10.11114/bms.v5i1.4173.
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The fashion industry is one of the most toxic industries, which has led luxury brands to get involved in their efforts to build a more sustainable fashion future. Although the current fashion industry has put efforts into introducing ethical and sustainable consumption, customers have displayed contradictory attitudes toward green products in the luxury sector. Specifically, customers have generally shown an interest in environmentally friendly apparel while many customers are also shown to be reluctant in purchasing sustainable fashion clothing. This study was aimed at analyzing key variables in regards to attitude towards sustainable fashion advertising for luxury brands. The results showed three statistically significant regression coefficients: Interdependent-self, independent-self, and perceived personal relevancy. In light of the previous discussion, this study also sheds more light into the construal-level influence based on the notion of self-construals on attitude toward sustainable fashion advertisement. Therefore, the results of this study provides empirical evidence for luxury fashion brands seeking to influence and increase green purchase behavior and this gives more insight into the decision making for luxury brand advertisement strategy.
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Fournaise, Thérèse, Aurélie Kessous, and Pierre Valette-Florence. "When luxury brands use recycled materials: consumer and professional viewpoints on a transgressive effect." Décisions Marketing N° 110, no. 2 (June 28, 2023): 191–216. http://dx.doi.org/10.3917/dm.110.0191.
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Halwani, Lama. "The Online Experience of Luxury Consumers: Insight into Motives and Reservations." International Journal of Business and Management 15, no. 11 (October 22, 2020): 157. http://dx.doi.org/10.5539/ijbm.v15n11p157.
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Several research efforts provide insight into the corporate online strategies of luxury brands. However, little research has focused on how consumers perceive the luxury online experience. This research aims to understand the underlying motivations and reservations towards online luxury purchase. The perceived online experience of luxury consumers is examined within the framework of the functional theory of attitudes, rooted in the work of Katz (1960) and Shavitt (1989). An exploratory approach yielded a typology of five motivations: independent browsing, personalized communication, accessibility, and convenience; and three reservations: purchase of unfamiliar brands, lack of spontaneity and uninspiring online retail environments. This research contributes a much needed consumer perspective of luxury online retail to the existing literature. The findings have resulted in a comprehensive understanding of the online shopping luxury experience. Theoretically, the findings support the functional theory of attitudes and the influence of both hedonic and utilitarian dimensions on the online luxury experience. More practically, this work shows that recognition of the underlying motivations and reservations of online luxury consumers informs marketers and brand managers on how to adapt their online presence and initiatives.
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Majeed, Muhammad Ussama, Hira Aftab, Ali Arslan, and Zulaikha Shakeel. "Determining online consumer’s luxury purchase intention: The influence of antecedent factors and the moderating role of brand awareness, perceived risk, and web atmospherics." PLOS ONE 19, no. 2 (February 23, 2024): e0295514. http://dx.doi.org/10.1371/journal.pone.0295514.
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The Internet has become the fastest-growing way to sell luxury products. Purchase intention for luxury products in online stores has taken attention in the last few years since the sector has proliferated. The primary objective of this study is to examine the impact of various factors such as Product knowledge, Price consciousness, Perceived enjoyment, Perceived ease of usage, and usefulness on online luxury purchase intention in developing countries like Pakistan. Data was collected from 267 luxury fashion customers in Pakistan through an online questionnaire, and the results were analyzed using Smart PLS-SEM. In addition, the paper investigates the moderating effect of Perceived risk, Brand awareness and Web Atmospheric on the link between the Attitude and Online Luxury Purchase Intentions of the consumer to buy luxury fashion products online. The framework of this study is validated by structural equation modelling (SEM). The findings of this study show that perceived enjoyment, price consciousness, and Perceived ease of use significantly and positively impact online luxury purchase intention. Additionally, the findings indicated that brand awareness, perceived risk, and web atmospherics each intervened as moderators in the relationship between attitudes toward purchasing luxury products and online luxury purchase intentions. Product knowledge is not directly related to online purchase intention, but Attitude plays a mediating role in the relationship between product knowledge and online luxury buying purpose. In the context of luxury product intention, this study is one of the first to investigate the moderating effect that brand awareness, perceived risk, and web atmospherics play. It will help luxury brands develop the right tactics for selling luxury goods online in developing countries like Pakistan.
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Lou, Xingqiu, Ting Chi, Justin Janke, and Gianna Desch. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers." Sustainability 14, no. 18 (September 19, 2022): 11730. http://dx.doi.org/10.3390/su141811730.
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The second-hand luxury market is currently experiencing rapid growth. Despite the existing knowledge on consumer second-hand luxury shopping behavior, little is known about second-hand luxury consumption in the U.S. The purpose of this study is to investigate how U.S. consumers perceive second-hand luxury goods and the various factors that influence their purchase intentions, including economic, emotional, social, quality, green values, and perceived risk. An online survey was conducted to test the proposed relationships between the related variables in the conceptual model. A total of 340 eligible responses was collected. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Results of this study indicated that perceived emotional value, perceived social value, perceived quality value, and perceived green value positively influence U.S. consumers’ intention to purchase second-hand luxury products. The proposed research model shows a good explanatory power, accounting for 75.4% of variance in U.S. consumers’ purchase intention towards second-hand luxury goods. This research is one of the first attempts to understand the second-hand luxury consumption of U.S. consumers, a critical segment in the luxury resale market. Understanding consumers’ desired values regarding second-hand luxury goods will enable retailers and brands to develop effective marketing strategies and promote sustainable consumption.
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Salman, Mehrukh. "Brand Equity Creation through a Moderated Mediation Model in the Luxury Brand Industry." Lahore Journal of Business 11, no. 1 (April 1, 2023): 81–102. http://dx.doi.org/10.35536/ljb.2023.v11.i1.a4.
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This research gauges the role of brand experience and perceived social media marketing activities in the creation of consumer based brand equity using a stimulus organism response model. The data was collected through a structured questionnaire focused on luxury fashion brands. The sample, consisting of 243 usable responses, was analyzed using structural equation modelling in Smart PLS4. Our results show that perceived social media activities play a vital role in the creation of brand equity. Brand experience partially mediates the association between consumer based brand equity and perceived social media marketing. Interestingly, high brand trust contributes to higher consumer based brand equity. This study is adds value to the literature by focusing on the role of perceived social media marketing activities in the creation of consumer based brand equity through a second stage approach to moderated mediation using brand experience and brand trust. The study also has valuable managerial implications that could help businesses enhance their consumer based brand equity. Luxury fashion brands should maximize customer experience through social media activities and engagement. Fashion brands should also invest in personalized recommendation engines on social media platforms to improve consumer experience.
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Colella, Giuseppe, Andrea Sestino, and Cesare Amatulli. "The Role of Consumers’ Individual Differences and Perceived Product Quality in Sustainable Luxury Marketing: An Experimental Study in a Social Media Context." International Journal of Marketing Studies 14, no. 1 (February 27, 2022): 34. http://dx.doi.org/10.5539/ijms.v14n1p34.
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Sustainability has become a central issue for luxury marketers and managers. By considering the luxury sector, consumers are more interested in buying sustainable products. However, luxury brands need to find the right way to communicate their sustainable products, especially in the online context. This paper sheds light on the differentiated effect of a luxury product communication message focused on an internalized versus externalized luxury approach in social media platforms context. Internalized luxury refers to luxury consumption mainly driven by individual style, while externalized luxury consumption refers to luxury consumption mainly driven by status. Results show that a sustainable luxury product communication focused on internalized (vs. externalized) luxury activates a greater perception of product quality, which in turn leads to a greater intention to buy. Theoretical contributions and implications for luxury brand managers are discussed.
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He, Danyang. "The Influence of Vlog on Consumers’ Luxury Purchasing Behavior in the Chinese Market—Based on the Theory of Planned Behavior." Journal of Innovation and Social Science Research 8, no. 8 (August 30, 2021): 40–48. http://dx.doi.org/10.53469/jissr.2021.08(08).11.
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In the digital era, more and more industries are taking social media marketing seriously, especially for the luxury industry. They need to build a better relationship with their consumers through social media. Among the various social media, vlogs have become one of the marketing tools that luxury brands have to focus on because of their visual nature that allows consumers to better understand the brand's products. As China is a potential market for luxury goods, this study aims to investigate the impact of vlogs on Chinese consumers' luxury goods purchasing behavior. Based on the theory of planned behavior and the influence of social media on consumers' intention to consume luxuries, this study constructs a model of consumers' behavioral mechanism of purchasing luxury goods, and uses the PLS-SEM modelling algorithm and Smart PLS3.0 software to process and analyze the collected questionnaire data. By comparing the behavioral mechanisms of consumers who have not watched a brand vlog with those who have, the findings show that vlogs have a positive impact on the attitudes, subjective norm and perceived behavioral control of consumers' luxury purchases, with a greatest impact on the subjective norm. The study also shows that the influence subjective norm on intention increases because of vlog. The results of this study can help luxury brands to develop more effective social media marketing strategies to increase consumers' purchase intentions and bring more revenues to luxury brands in the Chinese market.
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Hansanti, Prof Songporn. "Social Gratification and Second-Hand Fashion: An Exploratory Study of Luxury Brand Watches in Thailand." 13th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 13, no. 1 (June 16, 2022): 1. http://dx.doi.org/10.35609/gcbssproceeding.2022.1(50).
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Luxury brands represent substantial consumer product sales worldwide and are predicted to have a steady growth. However, the outbreak of COVID-19 epidemic has put a halt on world markets of luxury brand watches, providing the opportunity for the second-hand luxury watches to grow. This study aims at examining the factors impacting consumers‟ social gratification of second hand luxury brand watch. The data were collected from two hundred members of second-hand luxury brand watches Facebook group which is a private and closed group on Facebook in Thailand. The structural equation model was conducted to analyze the results of the study. The research findings reveal several factors which significantly influence subjects‟ social gratification of second-hand luxury brand watch. The results also showed that the perceived symbolic value plays an important mediating role between the perceived experiential value and the social gratification. Keywords: Second-hand Luxury Brand Watch, Social Gratification, Thailand.
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Wong, Jia Yun, and Ganga Sasidharan Dhanesh. "Corporate social responsibility (CSR) for ethical corporate identity management." Corporate Communications: An International Journal 22, no. 4 (October 2, 2017): 420–39. http://dx.doi.org/10.1108/ccij-12-2016-0084.
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Purpose The purpose of this paper is to examine the framing and rhetorical devices employed by luxury brands to build CSR-based, ethical corporate identities while managing complexities of the CSR-luxury paradox, the perceived clash between the self-transcendent values of CSR, and the self-enhancement values of luxury. Design/methodology/approach Qualitative frame analysis was conducted to create detailed frame matrices for each dimension of CSR message content, followed by quantitative content analysis to establish the extent of usage of these frames across 43 luxury brand websites in the apparel, beauty, jewelry, and watch categories. Findings Luxury brands predominantly framed their CSR efforts as discretionary, driven by altruistic motives. They foregrounded brand over social issue and highlighted substantial input into CSR efforts consistently over a period. CSR efforts were put into programs that were congruent with the brands’ business and that conveyed impact in abstract terms, evoking emotions over logic. Such framing across the CSR message-dimensions of issues, motives, importance, commitment, fit, and impact reflected a sophisticated understanding of communicating to a socially and environmentally conscious demographic while simultaneously aligning with the central, enduring, and distinctive characteristics of luxury. Originality/value This study contributes to emerging empirical work on CSR as a tool to build ethical corporate identity. This study also adds to the literature on identity management and CSR communication in the luxury industry, a sector that exceeded €1 trillion in retail sales in 2016.
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Chen, Mingliang, Zhaohan Xie, Jing Zhang, and Yingying Li. "Internet Celebrities’ Impact on Luxury Fashion Impulse Buying." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6 (September 19, 2021): 2470–89. http://dx.doi.org/10.3390/jtaer16060136.
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This study investigates how the endorsements of Internet celebrities (ICs) may drive consumer trust in their marketing campaigns, and subsequently affect impulse buying in relation to luxury fashion brands. Drawing on the framework of persuasion with a particular emphasis on the role of receivers, this study identifies five main characteristics, namely, the popularity of ICs, identification, IC adoration, social distance, and the perceived fit that may contribute to promoting impulse buying. A survey was conducted with 585 followers of IC in China. The findings reveal that trust is an essential factor that affects impulse buying. Identification and perceived fit both significantly contribute to increasing impulse buying through trust. Alternatively, large social distance may impair the relationship between trust and impulse buying. We conclude with implications for marketers that luxury fashion brands should seek cooperation not only with the most popular, but also with the most relevant ICs. An IC with a humble and relatable image can earn consumers’ trust and lead to an enhanced endorsement effect.
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Rajan, Rohanna, Shahira Shahina Mobil, Jati Kasuma, Mohd Amirul Adenan, and Norazimah Mejri. "Influence of Perceived Quality and Self-Esteem on Women’s Purchase Intention: Luxury Makeup Brands." Journal of International Business, Economics and Entrepreneurship 4, no. 2 (December 31, 2019): 73. http://dx.doi.org/10.24191/jibe.v4i2.14318.
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Luxury brands have often been associated with the core competences of creativity, exclusivity, craftsmanship, precision, high quality, innovation and premium pricing. These product attributes give consumers the satisfaction of not only owning expensive items but the extra-added psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group of only a select few, who can afford these premium items. Thus, this research aims to investigate the relationship between and influence of Perceived Quality and Self Esteem on luxury branded makeup purchase. Data from 141 questionnaires were completed by women living in Kuala Lumpur. The findings of the study showed that perceived quality and self-esteem have significant effects on consumers’ intention towards buying luxury branded makeup. Implication and areas for future research are further discussed.
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Intan Fauzi, Fadilah, and Luki Adiati Pratomo. "FACTORS AFFECTING LUXURY CONSUMERS ON WEBROOMING INTENTION." Jurnal Ekonomi Trisakti 3, no. 2 (August 18, 2023): 2683–92. http://dx.doi.org/10.25105/jet.v3i2.17624.
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The purpose of this study was to analyze the influence of perceived online search usefulness, perceived online search ease, need for touch, self-help staff, and socialization about webrooming intentions. This research uses quantitative method with Amos tool. Data collected by questionnaire technique. Respondents in this study were 251 people. The criteria for luxury goods are bags, shoes, and various products under the Kate Spade, Michael Kors and Coach brands. Five hypotheses were formulated and tested. The results showed that the perceived benefits of online search, perceived ease of online search, and self-help staff did not have a positive influence on webrooming intentions. Need for touch, and socialization have a positive influence on webrooming intentions. Thus, the company must improve information about luxury products available online is expected to be more attractive.
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Baltezarević, Radoslav. "The role of normative conformism in the digital environment in creating consumer attitudes towards luxury brands." Megatrend revija 19, no. 1 (2022): 177–88. http://dx.doi.org/10.5937/megrev2201177b.
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The digital environment is increasingly becoming the first place where consumers will seek information about luxury products and services in the purchasing decisionmaking process. Attitudes of the reference group usually play the biggest role in creating consumer attitudes in real world towards luxury brands. However, in collectivist societies, social norms and expectations of society can lead to conformist behavior of individuals in order not to be excluded from the social community. Conformist behavior and adoption of attitudes towards luxury brands can be motivated by the desire of an individual to present themselves as a member of a higher social status, to which they do not otherwise belong, or to stand out from representatives of their own status group by using such brands. Normative conformism is also present in the digital environment. Users of social networks often blindly imitate and adopt the views of the creators of public opinion. Micro and macro influencers are perceived as credible sources of information, which are mostly unreservedly trusted. However, their luxury brand recommendations are often commissioned by the companies that produce them, so the credibility of their recommendations is often questioned.
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Lim, Chae Mi. "Perceived values, price fairness, and behavioral intentions toward luxury fashion brands - A comparison of luxury, luxury-bargain, and non-luxury consumers -." Research Journal of the Costume Culture 27, no. 1 (February 28, 2019): 20–32. http://dx.doi.org/10.29049/rjcc.2019.27.1.020.
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Hanslin, Kamilla, and Anne Rindell. "Consumer-brand relationships in step-down line extensions of luxury and designer brands." Journal of Fashion Marketing and Management 18, no. 2 (May 6, 2014): 145–68. http://dx.doi.org/10.1108/jfmm-04-2013-0057.
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Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury brands. The study is positioned within fashion industry. Design/methodology/approach – A qualitative research approach is adopted analyzing data from 13 open consumer interviews. Photo collages of luxury brands and their step-down line extension logos were used as inspiration for informants in the interviews. Findings – Findings show that consumer-brand relationships mostly follow earlier identified consumer-brand relationships. However, five new relationship types (status, inspirational, impulse, rewarding and turncoat) are identified. All but status relationships can be generalized also to other contexts than the luxury brand context. Research limitations/implications – The study advances the understanding of luxury products and their step-down line extensions from a consumer perspective. However, due to the exploratory nature of the study the data are limited. Practical implications – This study showed that step-down line extensions are not perceived as that important that they could not be replaced with another brand in the same product category. Informants often preferred step-down line extensions to parent brands due to their more suitable design, even when the informant was hypothetically asked if the opinion would change if economic issues were not a restraint. Managers are encouraged to analyze their brands based on a brand-relationship approach. Originality/value – The study uses the concept consumer-brand relationship as a new way to understand how consumers relate to line extensions in a luxury brand context. The approach is novel.
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Lai, Sin Man, and Gerard Prendergast. "How men interpret women’s luxury brand signals." Journal of Fashion Marketing and Management: An International Journal 23, no. 2 (May 13, 2019): 209–23. http://dx.doi.org/10.1108/jfmm-02-2018-0025.
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Purpose Women’s conspicuous display of luxury brands is known to serve the purpose of sending signals to other women, but little is known about how men interpret those signals. The purpose of this paper is to elucidate how men interpret the signals sent by women displaying luxury brands. Design/methodology/approach An interpretivist approach and phenomenological methods were applied, involving interviews with selected men in Hong Kong. Findings The men interviewed suggested that if a woman’s overall image matches that of the brands she displays and the situation, luxurious brands can amplify the woman’s beauty and perceived class status. However, if these factors clash, men react negatively and tend to view the woman as engaging in impression management and pretending to have high social status unjustifiably. Research limitations/implications The sample for this phenomenological study was limited to Hong Kong men only. Culture must, almost by definition, influence men’s views toward women and branded products, so similar exploratory research in other cultures seems justified. Practical implications The findings suggest that marketers should offer “brand education” to help make their female consumers aware of the images their products are trying to establish, and what are the appropriate usage situations. Such consumer education would also reduce the risk of negative image transfer from the brand user to the brands. Originality/value The current understanding of female luxury brand signals is limited to female-vs-female intra-sexual competition. By examining how men interpret female luxury brand signals, this research addresses an important research gap.
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Luo, Shuchan, Claudia E. Henninger, Aurelie Le Normand, and Marta Blazquez. "Sustainable what…? The role of corporate websites in communicating material innovations in the luxury fashion industry." Journal of Design, Business & Society 7, no. 1 (March 1, 2021): 83–103. http://dx.doi.org/10.1386/dbs_00021_1.
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COVID-19 has heightened consumers environmental and social consciousness in the luxury industry, which fosters luxury consumers’ appetite for sustainable luxury, thus, puts renewed interest and pressure on the industry to act upon. Past research highlights that sustainability and luxury may be paradoxical, due to a lack of information on material adoption. Yet, sustainable luxury products are positively perceived by consumers, who see luxury and sustainability as compatible. Material innovations can enhance this perception further, which requires careful communication strategies. Sustainability communication enables companies to broadcast material innovations through a manifold channel. Luxury brands predominantly communicate these innovations through official websites, as it is often the first touchpoint between consumers and the brand. This article addresses a knowledge gap on how to communicate sustainable luxury in an effective and efficient manner, by focusing on material innovations that are increasing in popularity in the sector. This article explores the role of corporate websites in communicating material innovations based on two luxury brands. Data are extracted from company websites to perform a qualitative content analysis. Data highlight that terminologies used affect information accessibility. Sustainable information can be a key selling point for consumers that are more environmentally, thus it is vital to provide this information in a straightforward manner. Data may not be generalized from only two case studies, yet it provides insights that can guide future research.