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1 – 10 of over 1000Ekta Aggarwal, Anurupa B. Singh and Richa Misra
The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and…
Abstract
Purpose
The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.
Design/methodology/approach
The research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.
Findings
As per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.
Practical implications
As the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.
Originality/value
Previous studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.
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Despite the fact that online is predicted to become the major channel for luxury purchases by 2025, there is scant literature related to online luxury buying behavior, mainly in…
Abstract
Purpose
Despite the fact that online is predicted to become the major channel for luxury purchases by 2025, there is scant literature related to online luxury buying behavior, mainly in the context of Generation Y (Gen Y) consumers in emerging societies like India. Therefore, the primary objective of this study is to empirically test the theoretical framework developed to assess the factors influencing luxury consumers' online shopping behavior based on the stimulus-organism-response model and technology acceptance model (TAM).
Design/methodology/approach
Data were collected from 233 Gen Y luxury consumers in India via purposive sampling method. The study used AMOS and PROCESS SPSS Macro to establish the overall fit of the measurement model and examine the hypotheses.
Findings
The findings revealed that perceived usefulness of buying online, perceived ease of buying online, economic benefit and webstore quality have significant impact on online luxury purchase intention. The perceived experiential values and perceived functional values mediate the influence of antecedent variables on online luxury purchase intention. Bandwagon luxury consumption behavior (BLCB) moderates the relationship between perceived functional values and online purchase intention.
Originality/value
This is one of the pioneer studies conducted to understand the influence of BLCB on value–intention relationship in online space among Gen Y luxury consumers. This study will help luxury retailers to create targeted strategies for this segment.
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Kevin Teah, Billy Sung and Ian Phau
This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer…
Abstract
Purpose
This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer situational scepticism and brand resonance.
Design/methodology/approach
Structural equation modelling using multigroup analysis was used. Data were collected through a consumer panel.
Findings
Values-driven motives lowered consumer situational scepticism (CSS) significantly more in PBE than non-PBE. However, egoistic-driven motives increased CSS significantly more in PBE than non-PBE. Stakeholder-driven motives and strategic-driven motives did not elicit CSS, contrary to prior studies in non-luxury brands. PBE status also weakens the relationship between CSS and brand resonance more than non-PBE status.
Originality/value
This study is the first to provide empirical insights into PBE status and its effects on perceived motives, CSS of CSR initiatives and its influence in consumer and management outcomes in luxury brands.
Luxury as a construct warrants an assessment of entities promoting themselves as luxurious offerings. Therefore, this study attempts to evaluate the experiencescapes of luxury…
Abstract
Purpose
Luxury as a construct warrants an assessment of entities promoting themselves as luxurious offerings. Therefore, this study attempts to evaluate the experiencescapes of luxury trains operating in developed and developing countries to assess the presence of luxury values in the elements affecting tourists' experiences and immersion.
Design/methodology/approach
Two different types of luxury trains were selected from across developed and developing countries for a holistic assessment of the experiencescapes. Through netnography and hermeneutic interpretation, this study analyzes 218 experiential descriptions on Tripadvisor from luxury trains of Australia, UK, Peru and India.
Findings
Although luxury trains in both the regions entailed financial, functional, social and individual value, they struggled to offer these values in conjunction. While the positioning of luxury trains in developing countries under the “inaccessible luxury” segment is exaggerated, developed countries were also found to struggle with customer service and management.
Practical implications
By emphasizing on areas within the control of the service providers, short-haul luxury trains can be a better fit in developing countries. Better usability testing and employee training should be undertaken to improve the functional values of luxury in long-haul luxury trains of developed countries.
Originality/value
This article not only assesses the validity of luxury trains' positioning but also provides new insights into the nature of the tourist immersion process. Having extensively discussed experiences in the backdrop of luxury, it contributes to the progression of literature on luxury trains, experiencescapes and immersion.
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Rubal Rathi, Sheetal Jain and Ruchi Garg
This study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous…
Abstract
Purpose
This study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous growth in the past few years, but scholarly interest remains scant.
Design/methodology/approach
Drawing from an interpretivist paradigm, this study uses an exploratory qualitative approach with 26 semi-structured interviews with SHL buyers, analyzed using NVivo software.
Findings
The findings shed significant light on value drivers and find support for status value, uniqueness value, quality value and monetary value, while adding the role of emotional value in reasons for SHL adoption. The results reveal an interesting trait of Indian consumers: price, fashion and celebrity association outweigh sustainability concerns, where an attitude–behavior gap is observed. Also, the findings add depth to risk perceptions as a major reason against SHL adoption.
Originality/value
While most existing studies have only focused on the motivational drivers, this study offers in-depth insights into the growing SHL literature by drawing attention to the enablers and equally important inhibitors by applying the novel Behavioral Reasoning Theory. It also intends to enhance practitioner knowledge in understanding a culturally diverse market and developing strategies relevant to a new set of consumers. The study calls for SHL retailers to sensitize young consumers in India about the sustainability aspect of SHL consumption, which is currently less appreciated.
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Rambabu Lavuri, Dimple Kaul, Geetha Mohan, Nirma Sadamali Jayawardena and Park Thaichon
This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.
Abstract
Purpose
This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.
Design/methodology/approach
The data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.
Findings
Consumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.
Practical implications
As a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.
Originality/value
This study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.
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Jiarui Li and Jiyun Kang
Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to…
Abstract
Purpose
Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated).
Design/methodology/approach
Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (N = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM.
Findings
Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions.
Originality/value
This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.
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Fanny Saruchera and Lebohang Mthombeni
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Jung Eun Kwon, Jongdae Kim and Sang-Hoon Kim
This study aims to comprehend luxury brands' corporate social responsibility (CSR) strategies. In addition to facing a demand for new CSR strategies (consumer-centric CSR)…
Abstract
Purpose
This study aims to comprehend luxury brands' corporate social responsibility (CSR) strategies. In addition to facing a demand for new CSR strategies (consumer-centric CSR), changes in CSR discourse among luxury brands are observed. This study examines how CSR-related and luxury-related agendas relate in the news media, especially concerning the difference between traditional and new luxury brands.
Design/methodology/approach
A total of 117,171 fashion-related news articles were collected from January 2016 to December 2020. The word2vec method was used to determine the relationship between CSR and luxury agendas.
Findings
The results indicate that company-centric CSR is more prominent with traditional luxury brands, while consumer-centric CSR is more relevant for new luxury brands. In addition, specific CSR attributes and luxury-related attributes are associated with media discourse, which means that CSR and luxury are compatible.
Originality/value
Studies on CSR in the luxury industry are not extensive in the literature. This study addresses this gap through a unique framework that combines agenda-setting theory and existing CSR literature and applies them to the luxury industry. Specifically, this study captures the development of each construct (company-centric CSR to consumer-centric CSR and traditional luxury to new luxury) and identifies the specific relationships between them. This result provides a novel view of the luxury industry indicating that it has evolved to encompass CSR-related values. The empirical results also offer practical implications for luxury marketing.
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Aihoor Aleem, Sandra Maria Correia Loureiro and Ricardo Godinho Bilro
This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the…
Abstract
Purpose
This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking.
Methodology
This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies.
Findings
From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research.
Value
This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies.
Objetivo
Este artículo pretende revisar el “consumo de moda de lujo”, un tema de reciente interés para académicos y profesionales. Sin embargo, sigue faltando una revisión de la literatura que pueda ordenar el conocimiento existente y aglutinarlo en temas relevantes y que ofrezca una agenda de investigación futura.
Metodología
Este trabajo emplea una revisión sistémica de la literatura y la minería de textos para analizar 73 artículos sobre el consumo de moda de lujo con el objetivo de (i) aclarar, racionalizar e interpretar críticamente la literatura sobre el consumo de moda de lujo, (ii) identificar el tema central, crear un marco integrador de constructos clave y (iii) presentar las lagunas de la investigación y sugerir una agenda de investigación para futuros estudios.
Resultados
A partir de este análisis, se identifican y analizan ocho temas principales de investigación (el deseo de marca, la autenticidad, los mercados de lujo, las percepciones de valor, la experiencia de la venta al por menor de lujo, la comunicación de las marcas de lujo, el consumo responsable y la sostenibilidad, y la señalización de estatus). Sobre la base de estos temas y siguiendo el marco del TCM, esta revisión propone líneas para futuras investigaciones.
Originalidad
Esta investigación ofrece una revisión de la minería de textos sobre el consumo de moda de lujo para ayudar a los académicos y gestores a seguir desarrollando este campo, ya que no existe una revisión exhaustiva sobre el tema que explore los conceptos, teorías, constructos y métodos utilizados en estudios previos.
Tipo de papel
Revisión de la literatura
目的
本文旨在回顾 “奢侈时尚消费”, 这是学术界和从业人员最近关注的一个话题。然而, 目前仍然未能将现有知识分类并为未来研究提供议程的文献回顾。
方法
本文使用系统的文献综述和文本挖掘, 分析了73篇关于奢侈时尚消费的文章。此文目的是:(1)批判性地解释关于奢侈时尚消费的文献; (2)确定中心主题, 建立综合框架; (3)提出研究缺憾, 为未来的研究提出议程。
结果
从这个分析中, 我们发现并分析了八个主要的研究主题(品牌欲望、真实性、奢侈品市场、价值认知、奢侈品零售体验、奢侈品品牌传播、负责任的消费和可持续性、以及地位信号)。基于这些主题并遵循TCM框架, 本评论提出了未来研究的方向。
原创性
目前还没有关于该主题的全面文献回顾, 以探索以前研究中使用的概念、理论、构造和方法。本研究对奢侈时尚消费的文本挖掘进行了回顾, 以帮助学者和管理者进一步发展该领域。
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文献评论
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