Search results

Although extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.

The study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.

Findings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.

The study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.

South Africa is increasingly becoming an attractive market for luxury fashion brands due to the growing middle-income consumer segment, which is perceived to be upwardly mobile. Despite evidence of black South African's exhibition of heightened interest in conspicuous consumption (CC), there seems to be limited research addressing the drivers and implications of such behaviour. This study aims to investigate the antecedents of CC by middle-income black South Africans and the marketing implications thereof.

This study employed a survey questionnaire approach and a quantitative methodology for primary data collection. Data were gathered from a sample of 170 respondents across South Africa and analysed using structural equation modelling (SEM) through SPSS and Mplus software. Confirmatory factor analysis was used to test model fit, reliability and validity of measurement instruments, while path modelling was used to test hypotheses adopted by this report.

Among the major findings made by this report was that social class signalling positively influenced CC. In contrast, CC was not predicted by status consumption (SC). This study concluded that social factors motivated the CC of luxury fashion brands by middle-income black South Africans.

This study's key recommendations were for marketing professionals to imbue overt status cues in their brand campaigns to drive the consumption of luxury fashion brands. Future studies could investigate whether or not the findings of this study are applicable across ethnic demographics in South Africa.

The study extends the discourse of the antecedents of ethnic consumer behavioural patterns in a historically segregated market. It weighs in on the growing research addressing factors driving the middle-income population from emerging economies to consume luxury fashion brands conspicuously.

This article presents and discusses the results of a study designed to test the effectiveness of three ad appeals in triggering hedonic and behavioural responses to novel and familiar wines. The sensory appeal consisted of an objective description of each wine's aromatic qualities; the snob appeal included additional vague personality trait descriptors; sex appeal consisted of a short description and a suggestive background picture. Compared to men, women anticipated more pleasure from a wine described in objective sensory terms and were willing to spend more money for that wine. Men liked the ad with sex appeal more than other ads. anticipated more pleasure from the wine advertised with sex appeal, and were willing to pay the most amount of money for that wine. Compared to men, women recalled more of the ads' central claims. These results are discussed in terms of their implications for wine advertising.

Snob, the women's fashion chain, was a typical sixties product — brash, crude, with red interiors decked about with Portobello Road pseudo twenties enamel advertisements, and so it had remained. Its failure last year gave a wonderful opportunity for a new managemet to give it a drastic overhaul, and surprisingly perhaps it wasn't snapped up by one of the larger fashion groups. They were pipped to the post by a relative newcomer in the retailing world, the Coutwall group, who are better known for clothes manufacturing. Sue Sharples takes a look at the new owners, charts their journey up the retailing ladder and examines their latest acquisition, which has been redesigned by John Michael Design Consultants.

The purpose of the paper is to analyse the luxury market and determine the factors that determine luxury consumption. Luxury consumption has been neglected, and yet many questions arise concerning the underlying dimensions of luxury shopping.

Two scales were used: questions concerning luxury consumption were used in order to determine the sample of luxury consumers, and a PRECON scale was used to measure individual differences in consumers’ prestige shopping preferences. After the scale validation process, factor analysis was conducted, along with regression analysis of all PRECON factors.

The results show that in this market consumers perceive quality as a brand determinant. Further, strong patron status suggests a “snob effect” among respondents, who buy exclusive items in an attempt to distinguish themselves. Hence, rare products indicate respect and prestige among the respondents. Furthermore, this paper defines two sub‐categories, namely “old aristocracy” and “new money”, with the latter more ascendant in the case of a developing market. It also showed that luxury consumers behave similarly worldwide, regardless of economic or social surroundings.

Luxury consumption should be put in the context of psychological determinants, and perhaps tested according to lifestyle.

This paper brings attention to luxury consumption, its motives and consumer styles.

The purpose of the study is to investigate consumers’ perceptions of status motivations on retailers’ sustainability efforts and whether collectivism and materialism moderate this relationship.

A quantitative research methodology using survey data was used. Data were collected by administering questionnaires from millennial respondents (n = 386) from the USA and Turkey.

The results show that cultural value (collectivism) and materialism can serve as moderators of the effects of status motivation and sustainability. The findings indicate that the link between status motivation and sustainability perceptions (both environmental and social sustainability) is stronger for more collectivist consumers. In terms of materialism, while it did not moderate the relationship between status motivation and perceptions of environmental sustainability, it did moderate the relationship between status motivation and perceptions of social sustainability, particularly the uniqueness aspect of materialism.

The stronger link between status motivation and both environmental and social sustainability for collectivists suggests that the bandwagon effect may be impacting their need for status. The stronger link between status motivation and social sustainability for those more materialistic suggests that their need for status may be more impacted by a snob effect as they want to appear unique. The use of college students is a limitation of this study, and future research needs to explore a wider range of age groups to determine if there are generational differences. Additionally, future research could examine other cultural dimensions such as power distance and masculinity versus femininity.

Findings from this research provide insights for retailers, especially those targeting the status and luxury market when developing their sustainability plans. An interest in sustainability may aid consumers in meeting their need for status, particularly for those status consumers who are more collectivist, as a means to fit in with their group. For more materialistic consumers, retailers may want to focus more on unique social sustainability efforts that are more publicly noticeable.

Social sustainability, a topic not studied as frequently as environmental sustainability, has significant implications for consumers. The findings suggest that the link between status motivation and social sustainability is stronger for collectivists, suggesting a bandwagon effect. Additionally, the authors find that the link between status motivation and social sustainability is stronger for materialists, particularly the uniqueness dimension of materialism, suggesting a snob effect.

The originality of this study lies in the exploration of how status motivation impacts consumers’ perceptions of retailers’ environmental and social sustainability efforts and if these relationships are moderated by collectivism and materialism. Few studies have examined social sustainability, especially in terms of culture.

General economic theories of consumer demand work well in describing market behaviour with respect to most purchases and the explanation of consumer choice between competing commodities is clearly acceptable for the great majority of scarce goods. However, these theories do not easily accommodate the many non‐economic factors associated with preference formation and with the shaping of consumer attitudes and values. They also pay little or no attention to the dynamic process of choice, purchasing and consumption; in effect, they treat purchasing, consumption and satisfaction as synonyms.

What consumers know about a product affects many aspects of their behaviour and is particularly important for marketers to understand when it comes to developing marketing strategy. The purpose of this paper is to understand the components of consumer knowledge of wine and to investigate these as a potential basis for wine market segmentation and targeting.

A quantitative, descriptive research design is adopted. An online survey consisting of three sections, measuring objective knowledge, subjective knowledge and classificatory variables, was developed and fielded, and data were collected from US wine consumers via Amazon.com’s MTurk platform. The psychometric properties of the measures used were determined, and a two-dimensional segmentation typology was developed.

The study supported the positive relationship between objective and subjective wine knowledge, while the combination of the two components led to the identification of four groups of consumers titled: neophytes, snobs, modest and experts.

In a market that is highly fragmented, consumer knowledge about wine has been shown to provide a useful basis for wine market segmentation allowing for different marketing activities to target the four groups identified.

While other research has considered either objective or subjective knowledge on its own, this study’s major contribution is the investigation of the wine consumer segments on the basis of the combination of objective and subjective consumer knowledge. A consumer knowledge type grid is developed that has implications for marketing segmentation and targeting. Implications of this new typology for future research are identified.

Muscadine (Vitis Rotundifolia Michx.) is a native vine that grows wild and that is also cultivated in the Southern USA. Today, many wineries located in this region produce and sell wines made of muscadine grapes. While much of contemporary research focuses on the many health properties of muscadine grapes, very little is known of muscadine wines from an entrepreneurial or operational perspective, including muscadine wines' marketing potential. This paper aims to investigate these areas, examining some of the challenges that Southern winery operators face in successfully marketing muscadine wines.

Using telephone interviews (29), coupled with two face‐to‐face interviews, data were collected among 31 winery owners located in different Southern states.

More than one‐third of respondents (11) considered dealing with consumer snobbery as the main challenge their wineries faced. Operators of this group argued that there appears to be a stigma attached to muscadine wines, particularly among many consumers who consider muscadine wines as inferior to Vitis Vinifera wines. In addition, eight participants mentioned consumers' lack of knowledge of muscadine wines as their main challenge. The prevalence of these two main challenges clearly suggests the need for consumer education if any images of inferiority in muscadine wines are to be dispelled.

The number of this study's participants (33) is limited and may not allow for making generalisations about muscadine winery operators.

The study explores a distinctive sector, namely, that of grapes and wines native to the Southern region. With growing interest in local products that, as in the case of muscadine grapes, also have a close association to healthy components (e.g. resveratrol, nutraceutical products), the study's findings may have important implications for the future marketing of muscadine wines and grapes.

To date muscadine wine entrepreneurship has received almost no attention from academic research, particularly as it relates to the areas of marketing, hospitality and tourism.

The spending capacity of the middle-income class increases with growing economies. With this increase, luxury goods are not only consumed by rich people alone. For this reason, luxury brands are expanding their target population and enriching their products and services accordingly. Thus, the luxury market which addresses the middle- and upper-middle-income groups is changing and its importance is increasing. In this chapter, the definition of luxury, the classification of luxury goods, the requirements of the luxury marketing mix (product, price, distribution and promotion) and applied strategies are examined. This chapter also covers how luxury products have authentic features, premium and masstige brands, fake luxury products that are the exact copies of original luxury brands, and how and why this fake luxury market grows. At the end of the chapter, the luxury market in Turkey, which has been growing rapidly, especially in recent years, is examined in detail and all the features of the market are presented. It is expected that this market will continue to grow in the future, as a large number of tourists from nearby regions, Central Asia and Arab countries come to Turkey to buy luxury branded products and services.