To read the full version of this content please select one of the options below:

Fragrances' luxury brand extension: consumer behaviour and influences

Jose Figueiredo (Escola Superior de Gestão e Tecnologia, Instituto Politecnico de Santarem, Santarem, Portugal)
Vasco Eiriz (Department of Management / NIPE, School of Economics and Management, University of Minho, Braga, Portugal)

EuroMed Journal of Business

ISSN: 1450-2194

Article publication date: 4 August 2020

Issue publication date: 8 June 2021

1396

Abstract

Purpose

This article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.

Design/methodology/approach

This research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.

Findings

This research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.

Originality/value

This article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

Keywords

Citation

Figueiredo, J. and Eiriz, V. (2021), "Fragrances' luxury brand extension: consumer behaviour and influences", EuroMed Journal of Business, Vol. 16 No. 2, pp. 241-258. https://doi.org/10.1108/EMJB-04-2020-0038

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles