Search results

This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.

Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered.

The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women.

The study reported in this paper contributes to the limited published research into the luxury-marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia.

The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context.

The hypotheses developed in the conceptual model are tested using survey data collected through mall intercept survey of real consumers (with sample sizes 382 and 544). Factor analysis and structural equation modeling are used to analyze the data.

Major results suggest a significant impact of consumer’s local/global orientation on the motivations and associations behind the luxury buying. Motivations and associations are found to influence luxury consumption, which in turn is found to have a positive effect on post-purchase thoughts/feelings. Social influence is found to have a moderating impact on the effects of motivations and associations on luxury consumption, respectively.

The study is restricted to a developing nation context. However, this is one of the novel attempts to validate a comprehensive model of luxury consumption that could be replicated in other contexts.

The findings provide guidelines for a luxury marketer on the factors to consider and monitor while marketing a luxury fashion brand.

The present study adds a new perspective to the literature on luxury buying behavior with its empirically validated comprehensive model.

The purpose of this study is to describe the effect of religiosity on luxury and counterfeit purchase intentions and to determine the role of consumer ethics in the context of counterfeit purchase intention. The conceptual framework is based on Theory of Planned Behavior (TPB). In the context of counterfeit consumption, religiosity is proposed to be an added component to the theory, while ethical consumption is proposed to mediate the relationship between religiosity and counterfeit purchase intention. In the context of luxury consumption, religiosity is proposed to precede TPB components which then affect luxury purchase intention.

This is a descriptive study; this study uses a mixed-methods approach, where eight semi-structured in-depth interviews and 500 surveys were conducted and distributed to Egyptian luxury consumers.

The major results suggest that religiosity and ethical consumption negatively affect counterfeit purchase intention as proposed. The results also reveal that religiosity did not necessitate a negative attitude toward luxury consumption. Religiosity was found to have a positive effect on attitudes, subjective norms and perceived behavioral control. Only subjective norms had significant effect on luxury purchase intention in the research context.

This paper contributes to the TPB by adding religiosity to the theory components as well as integrating the theory of planned behavior with Consumer’s Ethics theory in the context of counterfeit consumption. The study is an attempt to compare between luxury and counterfeit purchase intention while considering the role of individual’s religiosity in these purchases.

The sale of second-hand goods in the luxury fashion space continues to soar. However, existing literature on this segment is limited and the factors that draw consumers to this space are not well understood. This study aims to fill this gap and proposes a conceptual model demonstrating the linkage between the motivators and barriers toward re-commerce in the luxury fashion space and actual shopping behaviors.

A survey sample of USA second-hand luxury fashion shoppers was collected. Participants were asked questions about various motivators and barriers toward re-commerce, as well as the participants' attitudes and shopping behavior. The results were analyzed using SmartPLS structural equation modeling (SEM).

Economic reasons, originality and self-extension were found to be statistically significant motivators of attitudes toward re-commerce, while status consumption, nostalgia and ecological motivators were not. Superstitious beliefs were also found to be statistically significant motivators toward attitudes of re-commerce. Attitudes were also found to be a significant predictor of shopping behavior as measured by dollars spent and shopping frequency.

This study is among the first to propose a conceptual model depicting the relationship between motivators and barriers to actual shopping behavior in the second-hand luxury fashion space. Many of the motivators and barriers examined in this study are novel and have not been considered in prior research. Superstitious beliefs in particular have not been studied in the context of re-commerce.

This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group influence and accessibility. Prior studies focused less on the salience of consumer knowledge and sources of luxury information, in addition to their accessibility to luxury. Hence, a more nuanced luxury conceptualization is needed to reflect luxury’s conceptual fluidity, consumers’ different lived experiences, accessibility levels and persistent retail marketing changes.

In a survey involving 475 US respondents, five hypotheses were tested and analyzed with structural equations modeling, examining the relationships among knowledge and accessibility of luxury brands, as well as reference group influence and its impact on consumer value perceptions of luxury brands and consumer behaviors.

Significant relationships were found for all five hypotheses and demonstrated that knowledge, reference group influence and accessibility have strong relationships with consumers’ personal value perceptions of luxury brands and behavioral measures, including purchase intentions, willingness to recommend to a friend and willingness to pay a price premium.

This conceptualization recognizes that consumers must have luxury brand awareness prior to reference group influence, developing individual luxury value perceptions and entering the buying process. This research contributes to the literature by highlighting consumers’ views of the luxury category, which induce perceptions and potential outcomes. It also expands the understanding of consumer’s accessibility to luxury products, which impacts purchase intentions. While it was conducted in the USA, it yields broader consumer perspectives.

This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals.

This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses.

The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience.

To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand.

This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.

This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty.

The stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus: patron status, informativeness and entertainment; organism: perceived enjoyment and perceived usefulness; responses: impulse buying behavior and luxury brand loyalty). An online survey was conducted by 200 Chinese participants who experienced WeChat Mini Program and luxury brand purchase.

The results indicate that luxury consumption related factors, task-related factors and mood-related factors in WeChat Mini Program have positive effects on consumers' impulsive purchasing behavior through perceived enjoyment and perceived usefulness.

This study provides a new understanding about factors influencing consumers' behaviors and brand loyalty in WeChat Mini Program.

The mobile social platform has been considered as an advanced tool for advertising. As the most popular mobile social media used by over 1 bn monthly active Chinese users—WeChat, little research attention has been attracted by researchers. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies.

The purpose of this paper is to investigate how consumers’ luxury purchase behavior has been affected by COVID-19. A theoretical framework is proposed to determine how isolation leads to intention to purchase luxury brands through bandwagon luxury consumption behavior. Additionally, the moderating effects of COVID-19 anxiety and social capital on the relationship between bandwagon luxury consumption behavior and subjective well-being and intention to purchase luxury brands are tested.

Survey responses from a national sample of 261 luxury consumers in the USA were collected. The data were analyzed using a covariance-based structural equation modeling technique.

The results confirm that the feeling of isolation leads to a higher intention to purchase luxury brands. Both COVID-19 anxiety and social capital moderate the relationship between bandwagon luxury consumption behavior and intention to purchase luxury brands/subjective well-being related to the luxury brand purchase.

Luxury marketers should focus on highlighting bandwagon elements of their brands, such as their popularity and how they enhance social connectedness when tailoring their brand communication to isolated consumers. The data is limited to luxury consumers in the USA; thus, the findings are specific to the US market.

Given the paucity of research on luxury consumption for isolated consumers, this study adds to the literature on luxury brands by examining how the feeling of isolation affects the intention to purchase luxury brands.

Although Generation Y consumers contribute significantly to the luxury market, still there is a limited amount of research conducted to explain their luxury consumption behavior, particularly in context of emerging markets like India. The main objectives of this study are to understand the key factors that affect luxury purchase intentions of Generation Y consumers using the theory of planned behavior (TPB) and to examine the moderating effect of subjective norm on other TPB variables, namely, attitude and perceived behavioral control.

Purposive sampling method was used to collect data from Generation Y luxury fashion consumers in New Delhi, India. Confirmatory factor analysis and structural equation modeling was employed to analyze the data.

The findings of this study revealed subjective norm and perceived behavioral control were positively related to luxury purchase intentions. Further, subjective norm was found to moderate the relationship between attitude and luxury purchase intentions.

This study will help consumer behavior researchers and practitioners to understand the core reason behind luxury purchase intentions of Generation Y consumers in India. It will enable luxury brand companies to create suitable marketing strategies which align with the mindset of this new demographic segment.

The study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market, India.

Counterfeit studies have either resorted to a survey approach or modelling approach in investigating various aspects and dimensions. This study, among a few, attempted a GTA in building theory on CPVs. Based on the observations and recorded responses that emerged through several Focus Group Discussions (FGDs); conducted in two metropolitan cities (India), newer insights into this illicit phenomenon of “Counterfeiting” were derived.

Adding to the counterfeit literature, the study presents a comprehensive view of the CPVs. Findings reveal economic, socio-normative, pleasure-based, euphemistic, acquisition-centrality, self-regulating, situational and sustainable consumption values that influence counterfeit attitudes and in turn impact counterfeit buying intentions. Although Economic Values (ECV) have been the primary motivation for counterfeit purchase, complex and newer values that emerged through this research study bears significance.

As a single point of reference, this study will provide impetus to scholars and academicians in expanding the counterfeit research domain. While aiding policymakers and marketers in further understanding this illicit practice, it will also guide brand managers in strategizing their offerings and reaching out to the masses with strong brand aesthetic values.

Based on a systematic literature review using the 4 Ws framework, this study is one of the few attempts that has adopted a GTA to explore and develop theories on CPVs in counterfeit research.