Search results
1 – 10 of over 27000James Mowle and Bill Merrilees
This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building…
Abstract
Purpose
This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building research seeks further to understand branding from the perspective of the SME winery, and in doing so, go some way in addressing the current deficit in the literature.
Design/methodology/approach
Bhat and Reddy's conceptualisation of brand functionality and symbolism is used as a branding framework to underlie the research. A multiple case study design was adopted as a research method to provide case data on eight SME wineries. Data were collected through in‐depth interviews with the owner/manager of each winery, direct observation and document analysis.
Findings
The findings are presented in the form a model of SME winery branding, which, in addition to distinguishing two approaches to branding, highlights the functional and symbolic values inherent in the brand. The findings endorse the notion that brands can simultaneously have both functional and symbolic appeal. More radically, the emergent model suggests interdependence between the functional and symbolic properties of branding.
Practical implications
Practically, the findings highlight the importance of developing the symbolic values associated with the brand, which represent a more sustainable competitive advantage.
Originality/value
By establishing a tentative theory on SME winery branding, this study has begun to address the current deficit in wine marketing literature and has set a foundation for further research.
Details
Keywords
Albert Hasudungan and Harriman Samuel Saragih
This study aims to explore the relationship between personal innovativeness, perceived symbolic value and green purchase intentions within the context of sustainable consumption…
Abstract
Purpose
This study aims to explore the relationship between personal innovativeness, perceived symbolic value and green purchase intentions within the context of sustainable consumption. Specifically, it investigates how personal innovativeness influences both green purchase intentions and perceived symbolic value and examines whether perceived symbolic value mediates the relationship between personal innovativeness and green purchase intentions.
Design/methodology/approach
Using a survey-based quantitative approach, data were collected from a sample of Indonesian consumers using online panels via SurveyMonkey®. The study used Rogers’ diffusion theory to conceptualize personal innovativeness and drew on theories of symbolic consumption to frame perceived symbolic value. Partial least square structural equation modeling was used to test the proposed hypotheses and explore the relationships among the constructs.
Findings
The results indicate that personal innovativeness positively affects green purchase intentions and enhances the perceived symbolic value of green products. Moreover, perceived symbolic value influences green purchase intentions and partially mediates the relationship between personal innovativeness and green purchase intentions. These findings underscore the critical role of symbolic value in the adoption of green products and highlight personal innovativeness as a key driver in sustainable consumer behavior.
Originality/value
This research contributes to the sustainable consumption literature by integrating personal innovativeness with symbolic value considerations in green purchasing decisions, offering a novel insight into how individual traits and product symbolism interact to influence consumer behavior in the context of environmental sustainability.
Details
Keywords
Michael W. Allen, Sik Hung Ng and Marc Wilson
The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human…
Abstract
The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human values, the type of meaning to which they prefer to attend in products (i.e. utilitarian or symbolic), and how they choose to evaluate the products (i.e. a piecemeal or affective judgement). The study found that individuals who favoured instrumental to terminal human values showed a predisposition to attend to the utilitarian meanings of products and make piecemeal judgements. In contrast, individuals who favoured terminal over instrumental values preferred symbolic meanings, affective judgements, and human values in general. Study 2 found that individuals who favoured instrumental to terminal values had stronger instrumental attitudes towards cars and sun‐glasses. The results suggest that: psychological functions are not limited to attitudes or human values but span the breadth of the value‐attitude‐behaviour system; that two such psychological functions are instrumental and expressive; and that instrumental and terminal values serve instrumental and expressive functions, respectively.
Details
Keywords
In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of…
Abstract
Purpose
In the purchase intention of green products context, researchers have mainly investigated the role of symbolism but have mostly discussed symbolic attributes/meanings in terms of social status only. This research aims to investigate the impact of four perceived symbolic meanings of green clothing (status, environmentalism, innovation and fashion symbols) on consumers' purchase intention of green clothing through their attitude toward it. Besides, the moderating role of a consumer mindset in the indirect relationship between symbolic attributes and the purchase intention of green products through consumer attitude is examined.
Design/methodology/approach
The data were collected through a survey from a sample of 325 respondents in Turkey, especially younger ones. The data were analyzed via confirmatory factor analysis and hypothesized relationships were tested with multiple and simple regression analyses and PROCESS macros in SPSS.
Findings
All symbolic meanings of green clothing impact purchase intention positively and indirectly through consumers' attitudes toward it. The results of moderated mediation analyses showed that the impact of symbolic meanings, except for environmentalism symbol, on purchase intention through consumer attitude was significantly moderated by the consumer mindset.
Originality/value
This research contributes to the under-researched areas of the impact of various symbolic attributes/meanings of green clothing on consumers' purchase intention. Besides, this study advances the role of consumer mindset in consumer behavior research in such a way that it connects mindsets of personality, consumers' attitudes toward green products and their green purchase intention. Furthermore, this study addresses the gap in regard to the role of mindsets of personality on sustainable/environmental behaviors. It will provide implications for fashion marketing managers to develop appropriate targeting, positioning and communication strategies for consumers' mindsets.
Details
Keywords
Ho Jung Choo, Heekang Moon, Hyunsook Kim and Namhee Yoon
The purpose of this paper is to conceptualize luxury customer value and empirically test the reliability and validity of the proposed structure of it. In addition, it aims to…
Abstract
Purpose
The purpose of this paper is to conceptualize luxury customer value and empirically test the reliability and validity of the proposed structure of it. In addition, it aims to identify luxury customer value factors that influence brand relationship and behavioural intention.
Design/methodology/approach
A thorough literature study produces a comprehensive model of luxury consumer value. For an empirical test of the model, a web‐based on‐line survey is performed using a consumer sample in Korea. Statistical tests including CFA, second order factor analysis and structural model testing using covariance analysis are conducted.
Findings
The findings show that the luxury customer value represents a second‐order construct. The results provide satisfactory support for the four‐value structure model composed of utilitarian, hedonic, symbolic and economic values. Utilitarian value includes excellence and functional values, whereas hedonic value encompasses aesthetic, pleasure and experiential values. Symbolic value is reflected in self‐expressive and social values. Regarding the effect of luxury customer value on relationship quality, customers who perceive high symbolic, economic and functional values for luxury brands are more likely to develop a positive relationship with the brands.
Originality/value
In an attempt to confirm the luxury customer value structure in an emerging economy under a collective culture, this study expands previous studies on the conceptualization of luxury customer value. Through the empirical phase of the study, measures with both high reliability and validity for luxury customer value are produced, which will provide great benefits for further studies in the subject area. The association between customer value and brand relationship is examined.
The luxury segment of the hospitality industry has experienced substantial growth in the past decade. Unfortunately, the notion of perceived luxury values has received scant…
Abstract
Purpose
The luxury segment of the hospitality industry has experienced substantial growth in the past decade. Unfortunately, the notion of perceived luxury values has received scant attention, and there is a lack of valid framework to capture consumers’ value perceptions in the context of luxury hospitality services. Using luxury restaurant as an example of luxury hospitality services, this paper aims to establish the structure of luxury hospitality values and their measures and to investigate the relationship between luxury hospitality values and purchase intentions.
Design/methodology/approach
A survey questionnaire was developed to test the proposed luxury value framework. Confirmatory factor analysis and hierarchical linear regression were used to test the hypotheses.
Findings
Four luxury restaurant value dimensions including functional value, hedonic value, symbolic/expressive value and financial value were identified. The study results further reveal that a consumer’s purchase intention is influenced primarily by hedonic value, followed by functional value and financial value. Interestingly, unlike in the context of luxury goods, the purchase of luxury restaurant services is not substantially influenced by symbolic/expressive value.
Practical implications
Hospitality firms catering to the affluent might use the luxury value framework to better understand what drives their customers’ purchase intentions, and use such knowledge to create new services or to improve current product offerings. In addition, luxury hospitality companies can use this luxury value framework to position their brands/products.
Originality/value
To the best of the authors’ knowledge, this study is the first that empirically tests a luxury value framework in the luxury hospitality context and investigates the relationship between luxury hospitality values and purchase intentions.
Details
Keywords
Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari and Gabriel Sperandio Milan
The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand…
Abstract
Purpose
The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.
Design/methodology/approach
The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.
Findings
This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.
Originality/value
One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.
Details
Keywords
Ruizhi Yuan, Martin J. Liu and Markus Blut
This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green…
Abstract
Purpose
This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green products. Using Thaler’s utility theory, the authors investigate the indirect effect of values on purchase intention through acquisition utility and transaction utility. Two moderators (materialism orientation and value consciousness) further influence the strength of the effect of consumption values on transaction utility.
Design/methodology/approach
The authors used a survey design (N = 437 Chinese customers recruited through a Chinese online panel provider) and structural equation modeling (SEM) to test six hypothesized relationships in the proposed model. Moderated SEM was used for moderation analysis.
Findings
Most hypothesized relationships in the model were confirmed, with the exception of the functional value–transaction utility link and the moderating effect of materialism on the experiential value–transaction utility relationship.
Research limitations/implications
Larger-scale research may help to determine whether there are more significant differences in consumer evaluations of different types of green products.
Practical implications
As the concept of green marketing in China evolves, firms should continue to stress the importance and value of green products regarding individuals’ care for the environment, status and self-image. Further, firms should conduct systematic utility analyses and address acquisition and price equity in a strategic process.
Originality/value
To the best of the authors’ knowledge, this study is the first to adapt utility theory to green consumption and proposes a clearly defined and well-substantiated set of utility types by merging economic and green consumption literature.
Details
Keywords
Ning Li, Andrew Robson and Nigel Coates
Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting levels…
Abstract
Purpose
Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting levels of sophistication and is risk averse, consequently, purchasing intention and willingness to pay more represent areas for marketer consideration, as do the potential impact of consumer‐perceived brand value and affect on these outcomes.
Design/methodology/approach
A survey of 431 Chinese consumers located in Beijing was undertaken within shopping malls specialising in luxury brands, fashion items included. The analysis undertaken considers the influence of value and affect on purchase intention and consumers’ willingness to pay extra, achieved by deploying confirmatory factor analysis (CFA) and structural equations modelling (SEM).
Findings
Functional and social value positively influence consumers’ willingness to pay premium prices, impending purchase intentions and affective attitude towards luxury brands, functional value consistently acting as the more dominant predictor, with attitude further directly influencing purchase intention. Symbolic values afforded by consumers influence to some extent affective attitude, but not willingness to pay, whilst the direct effect on purchase intention is counter intuitive.
Research limitations/implications
The research was restricted to Beijing, where consumer behaviour understanding is transferable to other key Chinese conurbations, but not necessarily to the majority of the country, where disposable income levels and consumer relationships with fashion and luxury are recognisably different.
Originality/value
This centres on setting and recognition of the key antecedents of purchase intention and a propensity to pay more for items of fashion and luxury.
Details
Keywords
Ekta 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.
Details