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1 – 10 of over 1000Xujia Wang, Billy Sung and Ian Phau
The purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether…
Abstract
Purpose
The purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.
Design/methodology/approach
Online questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.
Findings
The results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.
Practical implications
The results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.
Originality/value
This study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.
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Beulah Pereira, Kevin Teah, Billy Sung and Min Teah
The purpose of this paper is to conduct an in-depth interview with the Chief Executive Officer (CEO) of Larry Jewelry, a luxury jeweller with boutiques in Hong Kong and Singapore…
Abstract
Purpose
The purpose of this paper is to conduct an in-depth interview with the Chief Executive Officer (CEO) of Larry Jewelry, a luxury jeweller with boutiques in Hong Kong and Singapore. Given the ever-evolving luxury jewellery market in South East Asia, it is paramount to understand the success factors of the luxury jewellery sector.
Design/methodology/approach
An in-depth interview approach is used to understand the antecedents of the success of the luxury jewellery sector. Specifically, this paper presents a complex business model of Larry Jewelry and an in-depth interview with the CEO of Larry Jewelry for current insights in the sector.
Findings
This paper highlights the history of Larry Jewelry, its product segments and the key elements of its business blueprint. Specifically, the success of Larry Jewelry is attributed to its business model and strong branding on quality, craftsmanship, rarity, human interaction and trust.
Originality/value
Despite the substantial growth in the luxury jewellery sector, there is relatively little research on the success factors of this industry, especially in South East Asia. The current research provides practical insights into business blueprint of a successful luxury jeweller in Hong Kong and Singapore.
The purpose of this article is to assess consumer evaluations of bonus packs offered with price discounts.
Abstract
Purpose
The purpose of this article is to assess consumer evaluations of bonus packs offered with price discounts.
Design/methodology/approach
Four laboratory experiments and a content analysis were conducted.
Findings
The opportunity to obtain a price discount was available for approximately 25 per cent of the bonus packs found in a content analysis. Consumers evaluated an offer containing a low bonus amount and a high price discount more positively than an offer containing a high bonus amount and a low price discount, despite both offers providing a similar underlying price per unit. Moreover, consumer evaluations of a bonus pack can be enhanced by providing a price discount rather than offering it at the regular price.
Research limitations/implications
Future research could examine consumer reactions to bonus packs offered with discounts contingent on obtaining multiple quantities (e.g. BOGO; a multiple-unit price providing a lower price per unit than the single unit’s price) to determine whether the results of the present research extend to these situations.
Practical implications
Manufacturers and retailers can evoke more positive consumer reactions to a bonus pack offered with a price discount if specifying a high amount for the latter rather than the former (if high amounts cannot be specified for both). It is possible for retailers to enhance consumer evaluations of a bonus pack by providing a price discount.
Originality/value
This research is the first to examine consumer evaluations of promotional offers containing both a bonus pack and a price discount.
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The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions…
Abstract
Purpose
The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.
Design/methodology/approach
The authors conducted three studies using an experimental approach.
Findings
Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.
Research limitations/implications
This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.
Originality/value
To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.
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Carlos Diaz Ruiz and Angela Gracia B. Cruz
This study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations…
Abstract
Purpose
This study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury brands are exploring new branding strategies due to the growing commercial importance of Chinese luxury consumers.
Design/methodology/approach
An in-depth qualitative study informs this paper. Interviews with young adult luxury consumers self-identifying as Chinese reveal a growing interest for luxury brands that collaborate with odd partners in social media and online culture.
Findings
Unconventional collaborations between luxury brands and non-luxury partners catalyze shifting meanings of luxury through the following juxtapositions: ephemeral instead of timeless, trendy rather than inaccessible, and playful in contrast with traditional. First, young Chinese consumers construct luxury meanings through ephemerality, like digital possessions, social media fame and fleeting experiences. Second, luxury meanings emerge in trendiness among social media influencers and online culture rather than in the seemingly inaccessible taste regimes of the upper class. Third, younger consumers appreciate fun, rebellious and over-the-top aesthetics in luxury brands.
Originality/value
The study contributes to the nascent field of unconventional luxury by conceptualizing how unusual, odd and unexpected collaborations constitute new forms of luxury consumption. The shifting meanings of luxury consumption that this study conceptualizes raise new opportunities and challenges for luxury brands. One of such is the release of limited collections with non-luxury partners seemingly at the opposite spectrum of design, image and values. Moreover, the study adds nuance to the understanding of luxury consumption among young Chinese consumers.
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Karim Marini Thomé, Guilherme da Mata Pinho, Daiane Pereira Fonseca and Ariel Barros Pirangy Soares
The purpose of this paper is to analyze the consumers’ luxury value perception in Brazilian premium beer market.
Abstract
Purpose
The purpose of this paper is to analyze the consumers’ luxury value perception in Brazilian premium beer market.
Design/methodology/approach
Data from a survey of 418 Brazilian consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modeling was used to analyze the consumers’ luxury value perception.
Findings
The analytical results showed that the dimensions of social, individual and functional values featured items with high significance. For the fourth dimension (financial value), just one item presented relevance. Along with it, correlation between dimensions was analyzed. All four dimensions have higher significance and great estimates.
Research limitations/implications
This research was executed in a single country environment.
Practical implications
Results suggest that the only significant item to the consumers’ luxury value perception in the dimension of financial value is the higher price of premium beers. Other dimensions are well fit for the premium beer market.
Originality/value
To present date, marketing literature in the beer issue approaches its consumption as an economic phenomenon. This paper develops a notion that beer consumption can also be approached in a luxury consumption perspective. The framework developed in this paper can assist future researchers to consider consumption of different types and levels of beer, based on luxury value perception.
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This paper aims to study antiques enthusiasts’ perspectives on the recent stagnancy in the antiques market, along with their suggestions on how the antiques trade can forge a more…
Abstract
Purpose
This paper aims to study antiques enthusiasts’ perspectives on the recent stagnancy in the antiques market, along with their suggestions on how the antiques trade can forge a more secure path forward.
Design/methodology/approach
Using a qualitative analysis approach through netnography, this paper examines archived comments of antiques enthusiasts on a “r/antiques” subreddit.
Findings
This research studies connoisseurs’ insights into the reduction in antiques sales experienced by a wide cross-section of sellers, particularly independent and small business retailers. Specifically, the results of this paper’s discourse analysis show that technological advances on one hand and socioeconomic factors (e.g. income, family structure and lifestyle) on the other hand have had a significant negative impact on demand for antiques. In addition, specific attributes such as authenticity and sustainability emerged as potential key marketing elements for invigorating the broader public’s interest in purchasing antiques.
Originality/value
Despite their significant insights into the antiques market, antiques enthusiasts have not received the academic attention they deserve. Through discourse analysis of comments in an online antiques community, this paper draws attention to the vulnerabilities of antiques markets to a protracted climate of slow sales, while highlighting potential strategies on how to turn the tide for struggling antiques stores.
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Jose Figueiredo and Vasco Eiriz
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…
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.
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Aki Jääskeläinen and Jussi Heikkilä
How do purchasing and supply management (PSM) practices create value for the business customers of a focal company? The purpose of this study is to approach the question by…
Abstract
Purpose
How do purchasing and supply management (PSM) practices create value for the business customers of a focal company? The purpose of this study is to approach the question by investigating the delivery of value over three tiers in the supply chain, that is, from suppliers to the focal company, and further to the focal company’s customers following value chain logic.
Design/methodology/approach
The study is carried out as a qualitative interview study in four focal companies operating in business-to-business markets. A total of 32 interviews are conducted targeted to managers and directors of sales and marketing, purchasing, product/service development and business units.
Findings
The study unveils the characteristics and interplay of supplier-oriented and cross-functional PSM practices in customer value creation. The findings indicate that cross-functional integration between purchasing and the other functions of a focal firm is most beneficial in improving supply flexibility to fulfill customer preferences, identifying new supplier offerings for the customer and facilitating time-to-market of new products.
Research limitations/implications
This study enhances managers’ understanding of the characteristics of the non-financial benefits of purchasing and the role of PSM practices in customer value creation and business success. The findings are indicative of potentially successful practices in the contexts studied.
Originality/value
This study contributes to the supply chain management literature on the benefits of the purchasing function by highlighting the value created for the customer of a focal company. It also extends the discussion in the supply chain management literature on customer value creating interaction processes in business relationships by focusing on PSM practices.
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Emmanuelle Reynaud and Eric Simon
This article seeks to examine the ability of a French winery from Anjou (Pays de la Loire) to market its wine locally with higher value added than another local winery through the…
Abstract
Purpose
This article seeks to examine the ability of a French winery from Anjou (Pays de la Loire) to market its wine locally with higher value added than another local winery through the application of the concept of core competences.
Design/methodology/approach
This concept is first explained, and then the two Angevin vineyards analysed in terms of their particular core competences, using interviews.
Findings
It is demonstrated that wine quality reflects the presence of core competences and the nature of those core competences is specified.
Originality/value
The transcribed material was analysed by thematic content in order to evaluate the process for creating competences.
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