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Book part
Publication date: 21 August 2012

Shih-Ching Wang, Primidya K. Soesilo, Dan Zhang and C. Anthony Di Benedetto

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can…

Abstract

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study examines the effects of a co-branding strategy between luxury brands and retailers on consumers’ evaluation of the luxury brand's image. We use information integration theory (IIT) as the basis for our study, as it can be used to explore how attitudes are formed and changed as new information is combined with existing cognitions and thoughts. A theoretical model based on IIT is built and empirically tested using a sample of 240 Taiwanese adult consumers. We conduct an experimental survey study in which we manipulate luxury brand familiarity and product and brand fit between luxury brand and the co-brand, and assess prior-attitudes and post-attitudes toward the luxury brand and attitudes toward the co-brand. We find support for many of our hypotheses: prior-attitudes toward the luxury brand is positively related to the attitude toward the co-brand, brand fit is related to attitudes toward the co-brand, and brand fit is marginally related to the post-attitude toward the luxury brand. Other hypotheses, however (such as those regarding product fit) were not supported. We conclude by discussing our theoretical and managerial contributions.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

Keywords

Article
Publication date: 17 September 2019

Cheng-Yue Yin, Nan Bi, Patrick Poon and Yang Sun

The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward

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Abstract

Purpose

The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the above-mentioned interaction.

Design/methodology/approach

Two online experiments were conducted. Study 1 was a 2×2 factorial design (with 280 participants), while Study 2 was a 2×2 ×2 factorial design (with 320 participants). Data were analyzed using a multivariate analysis of variance (MANOVA) test and simple effect analysis.

Findings

Results demonstrated that Chinese female consumers are more likely to have a positive attitude toward advertisements for luxury goods and brands when a local Chinese (vs Western) endorser is used and portrayed as smart (vs sexy), particularly if consumers have low appearance self-esteem.

Research limitations/implications

The research focused only on female consumers and only one product type was used for the experiments. The use of controls for potential confounding effects was insufficient in this study design.

Practical implications

To maximize profits, marketers should choose the most appropriate combination of endorser ethnicity and portrayal in the Chinese luxury goods market. Accordingly, if adopting a localization strategy and using a Chinese female endorser, the endorser should be portrayed as smart rather than sexy. In contrast, if a luxury brand adopts an internationalization strategy and uses the same Western female endorser as in other countries, it is more effective to portray her as sexy rather than smart. Furthermore, advertisers should pay particular attention to Chinese female consumers who have low appearance self-esteem when advertising their product and/or brand.

Originality/value

Compared with past studies concerned with consumers’ perceptions of endorser image in advertisements through a focus on endorser ethnicity, this study linked endorser portrayal with his/her ethnicity and discussed the interaction effects between these two factors on consumers’ attitudes toward the advertisement and the brand portrayed in the advertisement. The findings herein contribute new insights to the body of work on luxury marketing and endorser advertising.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 29 February 2008

Ian Phau and Yip Siew Leng

The purpose of the current research is to determine if status and non‐status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy…

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Abstract

Purpose

The purpose of the current research is to determine if status and non‐status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel.

Design/methodology/approach

A total of 365 teenagers participated in this study through a self‐completed questionnaire. Fishbein's Multi‐Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t‐tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”.

Findings

The research findings indicate that status‐seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non‐status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort.

Research limitations/implications

The findings is only limited to Australian teenagers and cannot be generalized to other nationalities or age cohorts.

Practical implications

The study suggests that the Australian apparel industry should concentrate its marketing strategy on enhancing the attributes of “fashionable” and “brand name” of Australian apparel that both status and non‐status seeking teenagers prefer in foreign apparel.

Originality/ value

The paper fills a gap in the literature by validating the study in Australia and focusing on the attitudes of status (and non status) seeking teenagers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 19 October 2022

Ebaidalla M. Ebaidalla and Asma Malkawi

This study aims to investigate the simultaneous impact of religion and modernity on attitude toward luxury consumption in Qatar, with emphasis on the mediating effect of…

Abstract

Purpose

This study aims to investigate the simultaneous impact of religion and modernity on attitude toward luxury consumption in Qatar, with emphasis on the mediating effect of self-construal. The authors propose the idea that self-construal is a significant mediator through which religion and modernity influence attitude toward luxury consumption.

Design/methodology/approach

The data for this study are sourced from a survey of 190 Qatari respondents. The conceptual model is estimated using both the covariance-based and the partial least squares structural equation modeling techniques for the purpose of robustness check.

Findings

The results indicate that religion has a positive and significant association with both independent and interdependent self-construal. The impact of modernity on independent self-construal is positive and significant, while its effect on interdependent self-construal is not significant, implying that modernity has no impact on individuals’ interdependence in the Gulf communities. Moreover, the results reveal that self-construal significantly mediates the effect of both religiosity and modernity on luxury consumption attitude, as expected.

Originality/value

The originality of this article lies in investigating the impact of religion and modernity on attitude toward luxury consumption through the self-construal paradigm. To the best of the authors' knowledge, this is the first study examining the simultaneous impact of religion and modernity in a Muslim community, from a self-construal perspective. Second, unlike the prior studies, this paper addresses the issue of non-normality in the data using the maximum likelihood robust estimator.

Details

Journal of Islamic Marketing, vol. 14 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 6 March 2017

Fawzi Dekhil, Hajer Boulebech and Neji Bouslama

The purpose of this paper is to describe the effects of religiosity on attitude and personal orientation toward luxury brands and on purchase and repurchase intentions…

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Abstract

Purpose

The purpose of this paper is to describe the effects of religiosity on attitude and personal orientation toward luxury brands and on purchase and repurchase intentions. Determining the effects of religiosity on the consumers’ behavior toward luxury has proved to be a crucial matter. As far as the authors know, academic research on this topic is almost non-existent. This is an exploratory study at the level of the direct effects of religiosity. Following a literature review, a model was constructed to represent the various interrelationships between the variables investigated in this research.

Design/methodology/approach

A quantitative study was conducted among 227 individuals having varying levels of religiosity. The authors verified, before, that those interviewed have purchased a luxury brand.

Findings

The findings show that religiosity does not hinder the consumption of luxury brands. Indeed, the authors detected a positive relationship between attitude and personal orientation toward luxury brands and the level of religiosity. The effect of religiosity on attitude and personal orientation is stronger for persons having higher incomes. Moreover, this effect is slight more marked among women.

Research limitations/implications

Just as for all other research work, it is important to identify the limitations of this study. The authors need only to acknowledge its exploratory nature for these relationships to be identified as preliminary ones and as the first elements of proof rather than as a conclusive demonstration. This research suffers from certain other limitations, especially concerning its convenience sampling and the fact that it covered only a limited geographical area, namely, the capital, Tunis, and its adjacent suburbs.

Practical implications

This research has shown that whatever the level of religiosity, its effect is stronger among persons having a high income. Therefore, Muslims, whatever their religiosity, can be a target for marketers and luxury brand.

Social implications

Islam is not against luxury brand but against ostentation.

Originality/value

It is the first research, as the authors know, that study the relationship between religiosity and consumer luxury behavior, especially among Muslims.

Article
Publication date: 14 September 2015

Hyeonsoo Kim, Yun Jung Choi and Yuri Lee

The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact…

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Abstract

Purpose

The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential to build valid strategies for e-retailing.

Design/methodology/approach

An empirical study was conducted and quantitative analyses of 292 respondents’ shopping experiences yielded findings that confirm the impact of atmospherics upon the shopper’s views of the web site and the brand. Structural equation modeling was used to test the research hypotheses.

Findings

Both low task-relevant atmospherics (web site design, responsive customer service) and high task-relevant atmospherics (product information, convenience) affect the consumers’ revisit intentions toward the web site, while web site design directly affected brand attitude. The study also illustrates the mediating roles of product information and convenience to the relationships between web site design and responsive customer service and the consumers’ revisit intentions toward the site.

Practical implications

This study provides insights for luxury e-tailing. Luxury e-tailers should understand the different effects depending upon the types of web atmospheric qualities and use them strategically.

Originality/value

The main contribution of the study is to highlight the unique aspects of luxury online shopping in the Korean context. This study also contributes to e-commerce research by providing an expanded understanding of the interrelationship between types of web atmospheric qualities.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 20 November 2017

Dalia Abdelrahman Farrag

This study aims to examine the factors influencing Qatari youth’s attitude toward luxury brands and intentions to purchase luxury brands. The appetite for luxury spending in the…

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Abstract

Purpose

This study aims to examine the factors influencing Qatari youth’s attitude toward luxury brands and intentions to purchase luxury brands. The appetite for luxury spending in the Gulf region and specifically in Qatar is accelerating even with the fall in oil prices and faltering economic growth.

Design/methodology/approach

Both qualitative research in the form of in-depth interviews and quantitative research in the form of survey were utilized in this study. Initially, eight in-depth interviews were conducted with luxury store owners and/or salespersons to identify the most important factors influencing attitude toward luxury brands. Furthermore, 330 Qatari respondents between the ages from 16 to 25 years were interviewed via a mall-interception method at two different malls with high-end/ luxury stores in Doha. Structural equation modeling using AMOS was run to analyze the hypothesized relationships between variables and test the model fit.

Findings

The findings indicated the overall fitness of the model. More specifically, the results indicated that fashion involvement, brand consciousness, social comparison and experiential needs have a significant impact on attitude toward luxury brands and consequently on their purchasing intentions.

Research limitations/implications

This study has several limitations. A more comprehensive framework can be proposed including more variables that may also influence the attitude of youth toward purchasing luxury, for example, brand prominence, vanity and functional value. Comparative studies across demographics (e.g. male vs female and adult vs young luxury buyers) as well as across different cultures and countries can also provide interesting insights related to luxury purchasing behavior among youth. Developing a typology for Qatari luxury consumers can also be very insightful, specifically for supporting brand owners in fine-tuning their marketing and targeting strategies. Finally, other moderating variables like influence of social media or peer influence can also be considered in future studies.

Originality/value

The study sheds light on a significantly important and emerging phenomenon; the increasing consumption of luxury in the gulf region and specifically in Qatar in an attempt to understand the main drivers to their attitude toward luxury brands in general.

Details

Young Consumers, vol. 18 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 7 January 2022

Jaewoo Park, Hyo Jin Eom and Charles Spence

This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products.

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Abstract

Purpose

This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products.

Design/methodology/approach

Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect.

Findings

Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products.

Practical implications

This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products.

Originality/value

This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.

Details

Journal of Product & Brand Management, vol. 31 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 June 2016

Beate E. Stiehler, Albert Caruana and Joseph Vella

This paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an…

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Abstract

Purpose

This paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an aesthetic and ontological framework.

Design/methodology/approach

Using recognized scales, consumers’ ontological and aesthetic orientation and attitudes toward luxury wine brands as part of a product category are measured. Data for the USA sample were collected using Amazon’s Mechanical Turk platform, whereas the South African sample data were collected from a sample of Generation Y consumers. Using the two orientation scores, it was possible to create a 2 × 2 matrix with low and high scores for the two countries investigated. To determine the relationship between the resultant groups and attitude toward wine, ANOVA was performed. Differences among the groups were identified via a comparison of means.

Findings

The results suggest that the use of aesthetics and ontological orientations enables the identification of different luxury wine consumer modes in the two countries studied. In addition, these demonstrate significantly different attitudes toward luxury wine brands as part of a product category.

Research limitations/implications

The samples for both countries were collected using a non-probability sampling method, and any generalization to the greater populations must be undertaken with caution.

Practical implications

The findings demonstrate a unique approach that provides an alternative form of segmentation for luxury wine brands. Recommendations to target the different identified modes and how these impact attitudes toward luxury wine brands as a product category in the two countries are made.

Originality/value

The study contributes to the literature by providing a unique and alternative method of market segmentation and shows how this affect attitudes toward luxury wine brands as a product category.

Details

International Journal of Wine Business Research, vol. 28 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 1 December 2022

Mei Mei Lau, Peggy Mei Lan Ng, Elaine Ah Heung Chan and Cherry Tin Yan Cheung

This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned…

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Abstract

Purpose

This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness.

Design/methodology/approach

A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square.

Findings

The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention.

Research limitations/implications

This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry.

Originality/value

This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.

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