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1 – 10 of over 9000Susana C. Silva, Paulo Duarte, Fabio S. Sandes and Catarina Andreia Almeida
This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that…
Abstract
Purpose
This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking.
Design/methodology/approach
This is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco.
Findings
Throughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation.
Practical implications
Identifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market.
Social implications
The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
Originality/value
To the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
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The present study aims to demonstrate that the volunteering licenses people to indulge in luxury purchase, and both heightened moral self-evaluation and reduced guilt mediate the…
Abstract
Purpose
The present study aims to demonstrate that the volunteering licenses people to indulge in luxury purchase, and both heightened moral self-evaluation and reduced guilt mediate the effect of licensing on ratings of a luxury item by implementing three experimental studies. This study explained the moral licensing behavior using a passive goal guidance model: i.e., people license themselves to indulge when people perceive progress on one of their long-term goals.
Design/methodology/approach
In this paper, three experiments were used to test hypotheses.
Findings
The present paper is new in terms of three aspects. First, moral self-evaluation as a mediator is tested using a more stringent method in comparison to prior studies. Second, reduced guilt which had not yet been explicitly tested is established as a mediator. Third, the present study demonstrates that the passive goal guidance model as a valid theory in explaining the licensing behavior by showing that when people perceive progress in a long-term goal by helping others in need, they are more likely to engage in dysfunctional luxury brand purchases. Previous studies have used credentialing theory to explain this.
Originality/value
The present study established and confirmed that reduced guilt is a mediator in the licensing effect on the purchase of luxury items.
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Chanyanan Somtawinpongsai, Abu Bakar Abdul Hamid, Mohsin Raza, Anusara Sawangchai and Luigi Pio Leonardo Cavaliere
The purpose of the study is to measure the mediating relationship of online buying intentions between narcissism, materialism and brand experience and their effect on luxury…
Abstract
The purpose of the study is to measure the mediating relationship of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyse the data. The study's sample size is 250 respondents who prefer to buy luxury items. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items. This study suggests the theoretical and practical implications for purchasing luxury behaviour from managerial, policymakers and researched perspectives. This study also discusses the future directions and limitations.
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Sin Man Lai and Gerard Prendergast
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…
Abstract
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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Linda Lisa Maria Turunen and Hanna Leipämaa-Leskinen
The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of…
Abstract
Purpose
The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury accessories. Prior discussions of luxury consumption and marketing have focused on brand-new luxury goods, thus largely neglecting the emergence of markets for used luxury products.
Design/methodology/approach
The empirical data for this study were generated through interviews with ten Finnish women and through fashion blogs concerning luxury goods that are bought second-hand.
Findings
The findings show that second-hand luxury possessions are characterized by five different meaning themes: Sustainable Choice, Real Deal, Pre-loved Treasure, Risk Investment and Unique Find. The study highlights how consumers are able to achieve luxury experiences even without exclusive service, as the informants attached meanings of luxury to second-hand luxury possessions, especially with regard to the symbolic value and authenticity of the product. However, the meaning of authenticity appears to be a double-edged sword in this context, as consumers may also consider that they are taking a financial as well as reputational risk when acquiring a previously owned luxury item.
Originality/value
This study brings forward novel viewpoints to discussions on luxury brand marketing by connecting the issue with the topical phenomenon of second-hand and luxury consumption. The study suggests important managerial implications for luxury brand marketers.
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Eunsoo Baek, Eujin Park and Ga-eun (Grace) Oh
With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material…
Abstract
Purpose
With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.
Design/methodology/approach
A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.
Findings
The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.
Originality/value
Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.
Research limitations/implications
This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.
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Farrell Doss and Tammy Robinson
The purpose of this study is twofold: expand the body of empirical knowledge of consumer luxury brand perceptions by using the Brand Luxury Index (BLI) scale to compare and…
Abstract
Purpose
The purpose of this study is twofold: expand the body of empirical knowledge of consumer luxury brand perceptions by using the Brand Luxury Index (BLI) scale to compare and contrast young female consumers’ luxury perceptions for a luxury brand and counterfeits of that brand, and use the data from the research to investigate the psychometric properties of the BLI scale.
Design/methodology/approach
A convenience sample of 215 female students across multiple programmes of study completed separate, modified BLI scales for the luxury brand and the counterfeits of that brand. The BLI scale taps five dimensions or factors of brand luxury using non‐personal‐oriented perceptions and personal‐oriented perceptions.
Findings
This study used a modified version of the original BLI scale. Results show that all rated perceptions of the luxury brand were significantly higher than those for the counterfeits of that brand. Between‐subjects effects revealed that luxury perceptions of those whose last handbag acquisition was a luxury brand significantly differed from the luxury perceptions of those whose last handbag acquisition was a counterfeit brand. SEM results produced inadequate fit values for the luxury brand; but suggested adequate fit for the counterfeit of the luxury brand.
Research limitations/implications
As more luxury brand producers and retailers seek to expand their presence on the world arena, brand equity may be compromised by making luxury brands so ubiquitous in the market place. Reported perceptions in this research suggest the market may be saturated with luxury brands and that luxury brands may be “overexposed”. Results from this study may only be applicable to young female college consumers. Also, since a particular luxury brand was used, results may not be generalized to other luxury brands. Additional research is needed that looks at other populations’ perception of luxury brands.
Originality/value
No research has been found that compared young consumer luxury perceptions for both luxury brands and their counterfeits. An investigation of this area would provide additional insight on consumer perceptions for luxury and counterfeit brands.
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Given an increasingly volatile and competitive fashion environment, the purpose of this paper is to qualitatively explore current consumer behaviour and psychological perspectives…
Abstract
Purpose
Given an increasingly volatile and competitive fashion environment, the purpose of this paper is to qualitatively explore current consumer behaviour and psychological perspectives of luxury in women's undergarment fashion purchasing, with specific examination of whether this under‐investigated area of discrete or inconspicuous fashion appraisal is consistent with other luxury purchases.
Design/methodology/approach
The study employs an interesting methodological approach using multiple qualitative techniques including research interviews, group forums, and narrative capture, to investigate women's undergarment purchasing in a changing fashion environment in relation to the issues of branding, self‐image, perceived self‐image, motivational perspectives, and consumer behaviour, as identified by 119 female consumers aged between 18 and 60.
Findings
This study supports in part previous research that indicated consumer behaviour is determined by the congruency between the consumer's self‐image and the consumer's image of brands, although early research suggested this only applied to conspicuous products and social consumption. The current study confirms the self‐image link in the area of inconspicuous fashion, and strongly relates inconspicuous products consumed privately to self‐esteem and perceived sexy self.
Practical implications
The findings indicate that for intimate apparel marketing to be effective and credible, the marketed fashion items, and actions taken by designers, and retailers need to be consistent with the consumer's personal style, value perceptions, and self‐image.
Originality/value
This research examines several neglected areas in fashion and consumption research, and contributes to our understanding of key motivational elements important in the consumption of inconspicuous fashion, and the relationship of self‐image to inconspicuous consumption.
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The purpose of this paper is to examine whether any differences exist between high- and low/middle-income Generation Y luxury consumers in terms of their service quality…
Abstract
Purpose
The purpose of this paper is to examine whether any differences exist between high- and low/middle-income Generation Y luxury consumers in terms of their service quality perceptions on luxury fashion brands’ own official e-commerce sites.
Design/methodology/approach
This study focused on actual luxury consumers who purchased luxury fashion items from luxury fashion brands’ e-commerce sites. An online survey asked participants to evaluate their perceptions of e-service attributes available on luxury fashion brands’ own official e-commerce sites based on their experience with the site. A total of 123 usable respondents obtained.
Findings
Of the nine e-service quality dimensions identified, efficiency and web appearance were significant dimensions affecting high-income Generation Y luxury fashion consumers’ overall e-satisfaction. For low/middle-income Generation Y luxury fashion consumers, order/delivery management, personalization and trust were crucial factors that affected overall e-satisfaction.
Originality/value
Despite the growth of luxury e-commerce sales and the increasing interest in luxury consumption by consumers from a variety of demographic groups, little research has focused on how luxury consumers perceive luxury brands’ own official e-commerce site and how luxury fashion brands develop their own e-commerce sites to meet demographically dissimilar customers’ necessities. The findings of the study provide valuable practical implications to luxury fashion brands by proving that luxury consumers are unalike and that their perceptions on e-service quality are dissimilar based on different income levels.
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Yushi Jiang, Miao Miao, Tariq Jalees and Syed Imran Zaman
The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity…
Abstract
Purpose
The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention.
Design/methodology/approach
The scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model.
Findings
All the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies.
Research limitations/implications
Samples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region.
Practical implications
A few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers.
Social implications
A few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions.
Originality/value
The primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.
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