Academic literature on the topic 'Consumer's Attitude toward Luxury'
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Journal articles on the topic "Consumer's Attitude toward Luxury"
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Delieva, Daniela, and Hyo Jin Eom. "Consumers’ Attitude Toward Socially Responsible Consumerism in the Sustainable Fashion Market." Business and Management Studies 5, no. 1 (March 25, 2019): 59. http://dx.doi.org/10.11114/bms.v5i1.4173.
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The fashion industry is one of the most toxic industries, which has led luxury brands to get involved in their efforts to build a more sustainable fashion future. Although the current fashion industry has put efforts into introducing ethical and sustainable consumption, customers have displayed contradictory attitudes toward green products in the luxury sector. Specifically, customers have generally shown an interest in environmentally friendly apparel while many customers are also shown to be reluctant in purchasing sustainable fashion clothing. This study was aimed at analyzing key variables in regards to attitude towards sustainable fashion advertising for luxury brands. The results showed three statistically significant regression coefficients: Interdependent-self, independent-self, and perceived personal relevancy. In light of the previous discussion, this study also sheds more light into the construal-level influence based on the notion of self-construals on attitude toward sustainable fashion advertisement. Therefore, the results of this study provides empirical evidence for luxury fashion brands seeking to influence and increase green purchase behavior and this gives more insight into the decision making for luxury brand advertisement strategy.
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Rambocas, Meena, and Jon Marc Mahabir. "The effects of consumers' cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (February 9, 2021): 644–64. http://dx.doi.org/10.1108/jfmm-03-2020-0049.
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PurposeConsumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in developing countries have not been sufficiently examined. Drawing on the social identity theory (SIT), this study proposes that consumer ethnocentrism (CE) and cultural sensitivity (CS) will significantly influence attitudes toward luxury fashion brands produced in Trinidad and Tobago. Furthermore, the study suggests that consumer demographical characteristics of age, gender and income will moderate the influence.Design/methodology/approachData were collected from 160 fashion consumers and analyzed using exploratory factor analysis and multiple regression analysis.FindingsThe findings confirm the positive impact of CE on consumers' attitude toward domestically produced luxury products, while CS has a significant but negative effect. Also, the results show that these effects are consistent across different levels of income, but vary by age and gender.Practical implicationsThese findings provide a deeper understanding of consumers' perceptions and inherent biases toward luxury brands. It further explains how brands with ostentatious value, in particular fashion brands, produced in Trinidad and Tobago, can compete against larger international brands.Originality/valueThe study is one of the few that examines the effects of personal values on attitudes toward luxurious fashion brands produced in a developing country. It uniquely extends the SIT model by examining the influence of CE, CS and demographical characteristics on preferential attitudes toward locally produced luxury fashion brands.
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Puiu, Andreea-Ionela. "Romanian Young Adults' Attitudes Regarding Luxury Fashion Brands." International Journal of Applied Behavioral Economics 10, no. 1 (January 2021): 1–21. http://dx.doi.org/10.4018/ijabe.2021010101.
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The luxury fashion market has gained significant notoriety in the actual Romanian society, attracting the interest of consumers from heterogeneous societal structures. Despite the existing financial constraints, the monthly amount spent on clothes slightly increased in the last years in the Romanian space, with consumers becoming more interested in investing more money on luxury fashion brands. However, there is limited research conducted on the behavioural motives that underly attitudes regarding luxury fashion brands among young adults. The present article proposes to investigate the social mechanisms that underly young adults' attitudes toward luxury fashion brands. The applied statistical procedures revealed that the fashion innovativeness partially mediates the relationship among the need for uniqueness and consumers attitude regarding luxury fashion goods. Also, fashion innovativeness is not a significant mediator in the relationship between proneness to normative and informative influence and consumer attitude toward luxury fashion brands.
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Ho, Han-Chiang, Nora Lado, and Pilar Rivera-Torres. "Detangling consumer attitudes to better explain co-branding success." Journal of Product & Brand Management 26, no. 7 (November 20, 2017): 704–21. http://dx.doi.org/10.1108/jpbm-11-2015-1039.
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Purpose The purpose of this study is to examine consumer attitude toward a new type of co-branded products, which encompass attributes of high-technology and luxury. The authors named these kinds of co-branded products as “high-tech luxury co-branded products” (HLCPs). Current theoretical approaches used to study co-branding strategies cannot completely explain consumer attitude toward HLCPs. In this study, the authors apply the ABC (affect-behavior-cognition) model of attitudes (as opposed to attitude as a whole) to explore how affect and cognition drive consumer behavior toward HLCPs. Design/methodology/approach Questionnaires were used and the respondents totaled 483 in period 1 and 331 in period 2. Respondents were collected using convenience sampling technique in one university in Spain and analyzed using structural equation modeling. Findings The authors finding revealed that consumers use both affect and cognition simultaneously when forming an attitude toward HLCPs. Also, consumers’ perception of product fit represents a more relevant driver of consumer behavior with respect to brand fit. Appropriate theoretical and managerial implications are derived from these results. Originality/value This study contributes to the understanding of consumers’ preferences toward high-tech luxury co-branded products.
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Siu, Noel Yee-Man, Ho Yan Kwan, and Celeste Yunru Zeng. "The role of brand equity and face saving in Chinese luxury consumption." Journal of Consumer Marketing 33, no. 4 (June 13, 2016): 245–56. http://dx.doi.org/10.1108/jcm-08-2014-1116.
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Purpose This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving and consumer’s affective attitude on luxury consumption is also examined. Design/methodology/approach A field survey was conducted using a sample of 248 luxury consumers in three Chinese cities. Findings Brand equity was found positively to predict Chinese consumers’ affective attitudes and their willingness to pay a premium price for a luxury brand. Moreover, consumers who highly value face saving were found to be more willing to pay a premium price, even though they hold a less positive attitude toward the brand. Research limitations/implications The use of cross-sectional survey data with young Chinese consumers in first-tier cities may limit the generalizability of the findings as well as precluding the making of causal inferences. Practical implications Global luxury marketers who plan to enter the China market can utilize marketing strategies to create prestigious value and appeal to consumers who seek for social approval and status. Originality/value Previous published studies of brand equity and luxury consumption have primarily emphasized Western markets. These findings advance our understanding of luxury purchase intention among young Chinese consumers, for whom the need for social acceptance acts as a crucial motivator in luxury consumption. The results contribute to amplifying the brand equity concept by taking cultural context into consideration.
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Baghi, Ilaria, and Veronica Gabrielli. "Brand prominence in cause-related marketing: luxury versus non-luxury." Journal of Product & Brand Management 27, no. 6 (September 17, 2018): 716–31. http://dx.doi.org/10.1108/jpbm-07-2017-1512.
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Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers’ attitudes toward CRM co-branded products and increases purchase intention Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs non-luxury positioning). Findings Results show that brand prominence disparity has a role in defining consumers’ purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product. Originality/value The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.
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Jin, Young-Ju, Suk-Chul Park, and Jae-Woong Yoo. "Effects of corporate social responsibility on consumer credibility perception and attitude toward luxury brands." Social Behavior and Personality: an international journal 45, no. 5 (June 6, 2017): 795–808. http://dx.doi.org/10.2224/sbp.5897.
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We examined the effect of corporate social responsibility (CSR) on consumer behavior in relation to luxury brands. We adopted a 2 × 3 factorial design to examine 2 product types (rational and emotional) and 3 types of CSR activities (donations, employee volunteering, and nonperformance of CSR) to examine the effects of the CSR activities of a company manufacturing a luxury brand on consumers' perceptions of that company's credibility and the consumers' brand attitudes. The results showed that after CSR exposure there was no significant difference for the three measures, regardless of product type or CSR activity. However, we found statistically significant differences in brand attitude and perception of credibility when companies did not engage in CSR activities.
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Stiehler, Beate E., Albert Caruana, and Joseph Vella. "Using an aesthetics and ontology framework to investigate consumers’ attitudes toward luxury wine brands as a product category." International Journal of Wine Business Research 28, no. 2 (June 20, 2016): 154–69. http://dx.doi.org/10.1108/ijwbr-10-2015-0047.
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Purpose This paper aims to classify and investigate customer attitudes toward luxury wine brands in the USA (a developed market) and South Africa (a developing market) by using an aesthetic and ontological framework. Design/methodology/approach Using recognized scales, consumers’ ontological and aesthetic orientation and attitudes toward luxury wine brands as part of a product category are measured. Data for the USA sample were collected using Amazon’s Mechanical Turk platform, whereas the South African sample data were collected from a sample of Generation Y consumers. Using the two orientation scores, it was possible to create a 2 × 2 matrix with low and high scores for the two countries investigated. To determine the relationship between the resultant groups and attitude toward wine, ANOVA was performed. Differences among the groups were identified via a comparison of means. Findings The results suggest that the use of aesthetics and ontological orientations enables the identification of different luxury wine consumer modes in the two countries studied. In addition, these demonstrate significantly different attitudes toward luxury wine brands as part of a product category. Research limitations/implications The samples for both countries were collected using a non-probability sampling method, and any generalization to the greater populations must be undertaken with caution. Practical implications The findings demonstrate a unique approach that provides an alternative form of segmentation for luxury wine brands. Recommendations to target the different identified modes and how these impact attitudes toward luxury wine brands as a product category in the two countries are made. Originality/value The study contributes to the literature by providing a unique and alternative method of market segmentation and shows how this affect attitudes toward luxury wine brands as a product category.
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Farrag, Dalia Abdelrahman. "The young luxury consumer in Qatar." Young Consumers 18, no. 4 (November 20, 2017): 393–407. http://dx.doi.org/10.1108/yc-06-2017-00702.
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Purpose This study aims to examine the factors influencing Qatari youth’s attitude toward luxury brands and intentions to purchase luxury brands. The appetite for luxury spending in the Gulf region and specifically in Qatar is accelerating even with the fall in oil prices and faltering economic growth. Design/methodology/approach Both qualitative research in the form of in-depth interviews and quantitative research in the form of survey were utilized in this study. Initially, eight in-depth interviews were conducted with luxury store owners and/or salespersons to identify the most important factors influencing attitude toward luxury brands. Furthermore, 330 Qatari respondents between the ages from 16 to 25 years were interviewed via a mall-interception method at two different malls with high-end/ luxury stores in Doha. Structural equation modeling using AMOS was run to analyze the hypothesized relationships between variables and test the model fit. Findings The findings indicated the overall fitness of the model. More specifically, the results indicated that fashion involvement, brand consciousness, social comparison and experiential needs have a significant impact on attitude toward luxury brands and consequently on their purchasing intentions. Research limitations/implications This study has several limitations. A more comprehensive framework can be proposed including more variables that may also influence the attitude of youth toward purchasing luxury, for example, brand prominence, vanity and functional value. Comparative studies across demographics (e.g. male vs female and adult vs young luxury buyers) as well as across different cultures and countries can also provide interesting insights related to luxury purchasing behavior among youth. Developing a typology for Qatari luxury consumers can also be very insightful, specifically for supporting brand owners in fine-tuning their marketing and targeting strategies. Finally, other moderating variables like influence of social media or peer influence can also be considered in future studies. Originality/value The study sheds light on a significantly important and emerging phenomenon; the increasing consumption of luxury in the gulf region and specifically in Qatar in an attempt to understand the main drivers to their attitude toward luxury brands in general.
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Esmaeilpour, Fariba, and Mohammad Ali Abdolvand. "The impact of country-of-origin image on brand loyalty: evidence from Iran." Asia Pacific Journal of Marketing and Logistics 28, no. 4 (September 12, 2016): 709–23. http://dx.doi.org/10.1108/apjml-09-2015-0143.
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Purpose The purpose of this paper is to examine the effects of country-of-origin (COO) image on brand attitude and brand loyalty of Generation Y’s consumers toward two categories of luxury fashion brands. Design/methodology/approach First, a structural equation modeling method was employed based on data collected from 419 individuals born between 1977 and 1994 in Iran. In next steps, analysis was conducted using hierarchical regression analysis with a two-way interaction and a slope analysis. Watches and sunglasses are two luxury product categories chosen in this study. Findings The findings of the study reveal that consumers’ perception from COO technology advancement is the determinant of attitude toward luxury brands. COO technology advancement also, mediated by brand attitude, has an indirect positive effect on luxury brand loyalty. Moreover, the interaction between COO technology advancement and product-origin congruency has a significant and positive effect on consumers’ brand attitude. Originality/value This study has tried to investigate the impact of the constructs of the COO image on attitude and loyalty toward luxury brands in Generation Y. It has also dealt with the effect of product-origin congruency on the relationship between each one of the constructs of the COO image and brand attitude.
Dissertations / Theses on the topic "Consumer's Attitude toward Luxury"
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Huang, Ouya. "Chinese Gen Z's Knowledge of, Attitude toward, and Behavioral Intentions towards Personal Luxury Fashion Goods available via Drop Marketing Strategies." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1619113044016614.
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Lee, Jee Hye Hwang Johye. "Luxury marketing the impact of motivations as psychological forces on attitudes toward luxury restaurants /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6075.
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Thesis (M.S.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description,or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 19, 2009) Includes bibliographical references.
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Cerqueira, Cristina Cristino. "The determinantes of attitudes towards luxury : moderated by saving and luxury." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30009.
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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.The luxury segment is one of the fastest growing and most profitable segments, yet it is largely understudied. In order to maximize their potential, luxury brands must have a clear understanding of the attitudes and perceptions their potential clients have, especially how their marketing tactics affect the attitudes and purchase intention of the their potential buyers. The main objective of this thesis is to investigate the effects advertising copy has on attitudes and purchase intention in the luxury market. Previous studies have shown that brands have priming effects on consumers, whereas, slogans have a reverse priming effect. A luxury brand will induce a consumer to spend more, whereas, a non-luxury brand will not induce spending. Slogans exert a reverse effect, a slogan aimed at luxury induces thriftiness, whereas, a slogan that implies saving will induce the consumer to spend more. Thus, this study aims to show whether a savings or luxury message, in the form of a message and not a slogan, affects the shopping habits of individuals in the luxury sector. This would be particularly interesting for the luxury sector, since messages found in advertisements can more easily be changed in comparison to slogans. In addition, the messages can be altered and tailored for specific audiences, whereas a slogan tends to be the same for all audiences. The group investigated for this study was selected via social networking sites and the author’s network of family and friends. Due to the author’s Canadian heritage and current living conditions, the participants were from Portugal and Canada. A sample T test revealed no significant differences between Canadian and Portuguese participants. An empirical analysis with a quantitative and descriptive methodology was used. The questionnaire was distributed to 133 participants. Since luxury can be a subjective term, participants were asked to think of a luxury product and associate the statements/questions in the questionnaire to their chosen product. In conclusion, the results of this study were mixed. It was found that the savings message had no effect on purchase intention or on the overall luxury perception of consumers. However, the luxury message had a positive impact on purchase intention and the overall luxury perception. In accordance with the literature review the luxury message should have had a negative effect on purchase intention. Furthermore, this study found that unique experience, symbolic value, luxury message, and other directed symbolic value all have a positive influence on purchase intention. Moreover, it was found that luxury message, vanity-physical and social influence, have a positive effect on overall luxury perception. In other words, a luxury brand that wants to increase sales should focus on unique experiences offered by the brand; symbolic value and other directed symbolic value as well as a luxury message to consumers. If a brand wishes to increase their overall perception among consumers they should focus on physical vanity, social influence and a luxury message.
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Glamheden, Anna Helena. "Country-of-origin effects and consumer attitudes towards luxury brands -evidence from switzerland and singapore /." [St. Gallen] : [s.n.], 2006. http://www.gbv.de/dms/zbw/520527690.pdf.
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Natour, Jamal, and Rewa Leila Anabtawi. "To download a movie or to buy fake branded clothes? : a study of consumers’ attitudes towards counterfeited and pirated products." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9797.
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Purchasing counterfeited luxury products and downloading pirated items have becomemore common nowadays. Fashion and IT industries are affected negatively by consumers’supportive attitude towards piracy and counterfeits. Many luxury branded companies havetheir exclusive brand names stolen by counterfeits producers. Likewise producers ofcomputer software, music, and movies are affected by individuals who download/streamtheir items for free. Consumers’ attitudes towards counterfeiting and piracy are importantto examine as to understand their acceptance and rejection towards counterfeits and piracy.The purpose of this thesis is to examine consumers’ attitudes towards counterfeits andpiracy. What is accepted and rejected by consumers? To answer the research questions, aqualitative method is used. The data is collected through semi-structured interviews with12 consumers of both/either counterfeits and piracy. The study is performed in Skåne(Scania), Sweden, mainly in Malmö, Perstorp and Kristianstad.We implemented the Theory of Reasoned Action, Theory of Moral Reasoning, ConsumerTheory and different attitudes for analysing the empirical presentation. The result of thestudy showed that the interviewees had a more accepting attitude towards piracy while themajority of them had a rejecting attitude towards counterfeits. Due to the fact thatcomputer and IT have become a part of the everyday life for many individuals. However,the interviewees who buy counterfeits consume the items while they are on vacationabroad since the supply of counterfeits in the Swedish market is not very big. When itcame to piracy and counterfeited products, the age of the interviewees did matter to someextent. Also, price was one important element why consumers are interested in counterfeitsor download piracy.This study contributes to fill the gap in the lack of studies of consumers’ attitudes towardsboth piracy and counterfeits. The conclusions can be used as a guideline and tool forcompanies to be aware of consumers’ attitudes towards illicit products. Keywords: Counterfeit products, Piracy, Consumer attitude, Physical products, Digitalproducts, Luxury brands, Genuine luxury brand, Illicit forged products
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Ganbat, Azjargal, and 甘雅欣. "Mongolian Women Consumers Behavior's Attitude toward Luxury Fashion Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/94301696756000142170.
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碩士國立聯合大學
管理碩士學位學程
101
Today, the twenty first century, luxury consumption has become so popular despite the fact that there are a relatively small number of companies selling luxury products. Everyone aspire for luxury, particularly in fashion. This is driven by the development of industries, economy, new trades, increase in spending, and even communication. This study would like to understand purchasing intentions of Mongolian women consumers on luxury fashion brands using the personal values, social recognition and perceived value. This research has three hypotheses. First, Personal values has a positive effect on perceived value. Second, Social recognition has a positive effect on perceived value. Third, Perceived value is a mediator for personal values and social recognition. A sample of 423 Mongolian women users was also surveyed by online. There were valid questionnaires of 343 copies. The response was collected and analyzed using Statistical Package for Social Science in short SPSS. The result of regression analysis shows that “Personal values” and “Social recognition” have significantly a positive effect on perceived value. The “Perceived value” can be mediator for both of personal value and social recognition.
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Huang, Sheng-Chi, and 黃聖棋. "The Effects of Branding Strategy, Brand Concept, and Consumer's Attitude toward Luxury on Consumer's Acceptance of Downward Line-Stretched Products." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/60677007785256398195.
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碩士國立政治大學
企業管理研究所
95
The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated. Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements. The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand. Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury. To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products.
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WONG, LE-RONG, and 翁樂融. "Research on Consumer Attitude toward the Extension of Luxury Brands." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/s6wuyw.
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碩士國立中山大學
企業管理學系研究所
106
Nowadays brand extension is a popular strategy of luxury brand managers to leverage the value of well-established brands. This strategy may increase sales but also risks diluting the parent brand. The purpose of this research is to discuss and identify how extending a luxury brand affect consumers’ brand attitude. The study examines the role of the brand image and brand extension fit in the impact of luxury brand extension on consumers’ brand attitude; meanwhile the moderating effects of consumer characteristics are also examined. A quantitative research approach is adopted analyzing sample data of 125 Taiwanese consumers. Results suggest that both brand image and brand extension fit significantly affect consumers’ attitude toward brand extension, which then strongly affect consumers’ attitude toward the parent brand. Further, consumer involvement and materialism are found to moderate the influence of brand image on brand extension attitude. Results show that when consumers are high- materialistic or are highly involved in extension product category, brand image have greater influence on brand extension attitude. This paper also provides guidelines to formulate successful brand extension strategies for luxury marketers.
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Chen, Yi-Chimg, and 陳怡靜. "Customer value, Fashion consumption and Attitude toward luxury with Consumer Behavior on Buying Luxury Products Aircraft Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/72h86f.
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碩士銘傳大學
管理研究所
96
In today''s luxury consumer psychology plays an important role. In recent years, the boutique industry continued to grow, driven civilians of this growth, which is "luxury civilians," driven by the huge demand for luxury goods, luxury consumers are no longer limited to high-income and high status of elite groups, Will include more consumer upgrade (Trading Up), the middle class and young populations. This emerging consumer forces in the world gradually taking shape. This study by the convenience sample collected a total of 347 of the study and use of linear structure models for data analysis and hypothesis testing. The study concluded that consumption value of its effectiveness in the value of the luxury consumer has a positive attitude; popular consumption in the social values of their old luxury consumer has a positive attitude towards relations. This study found that for older luxury consumers, enterprises need to see whether they have the ability to create value commensurate with ability and sponsors. And the new luxury consumers, enterprises need to view their own whether to build this class with the corresponding receipts structure, able to provide low-cost, high sense of value. Form through the low price, by adding additional value, not just the pursuit of cheaper. Although low commodity prices, or to add some additional value in order to meet the needs of low-class. And the existing fixed commodity, a more practical and functional, we can create with the lower and middle class life style required of goods.
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Barata, Filipa Rodrigues Soares. "The role of massclusivity campaigns in consumer response and perceptions: the attitude toward luxury brands." Master's thesis, 2020. http://hdl.handle.net/10071/20858.
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The present dissertation purposes to understand the impact of the elaboration of Massclusivity
campaigns, as a collaboration between a fast fashion brand and a luxury brand, on Brand Love
and Brand Dilution of the Luxury Fashion Brand. To better understand the proposed topic, this
research involves the analysis of the meaning and perception of the luxury concept with a focus
on the fashion luxury market. This study focuses on the analyses of the traditional luxury brands
adaptation to the digital era and how the mass customers perceptions of the luxury brands
changed their dynamics to adapt into this globalized reality and how this adaptation altered the
universal vision of what a luxury brand is.
To better understand these topics, a survey questionnaire was conducted based on a proposed
conceptual model. This model proposed that consumer response and perceptions towards a
Massclusivity collaboration campaign will influence their attitude towards the ad and the brand.
Consequently, to that understanding, customers will either create brand love or brand dilution
for the luxury brand associated with the campaign.
Results revealed that Massclusivity collaboration campaigns would create a significant positive
impact on consumer perceptions and cognitive response consequently a positive relationship
with the attitude towards the brand. Moreover, the attitude towards the brand showed a
meaningful relationship with the construct brand love. The overall findings revealed that
Massclusivity collaboration campaigns will have none to minimum impact on the Brand
Dilution, on the other hand, the luxury brand will have a positive impact on customers Brand
Love.Esta dissertação visa compreender o impacto do desenvolvimento de campanhas de luxo para massas no Brand Love e Brand Dilution da marca de luxo. Para melhor apreensão do tema proposto, este estudo envolve a análise do significado e perceção do conceito de luxo focandose na moda de luxo. Esta análise foca-se na avaliação da adaptação das marcas de luxo tradicionais à era digital e como as perceções dos clientes de marcas de massas alteraram a dinâmica de forma a que se pudessem ajustar à nova realidade globalizada alterando a visão universal do que é uma marca de luxo. De forma a compreender estes tópicos, foi realizado um questionário de inquérito com base num modelo conceptual proposto. Este modelo propôs que a resposta do consumidor e as perceções perante campanha de colaboração entre uma marca de luxo e uma marca de massas influenciarão a sua atitude em relação ao anúncio e à marca. Consequentemente, para esse entendimento, os clientes irão criar para a marca de luxo associada à campanha ou amor ou diluição da marca. Os resultados revelaram que as campanhas de massclusividade criariam um impacto significativo na perceção dos consumidores e na resposta cognitiva, consequentemente, uma relação positiva com a atitude em relação à marca. Adicionalmente, a atitude em relação à marca mostrou uma relação significativa com Brand Love. As conclusões globais revelaram que as campanhas de Massclusivity não terão qualquer impacto mínimo na Diluição da Marca, contudo, Brand Love terá um impacto positivo nos clientes da marca de luxo.
Book chapters on the topic "Consumer's Attitude toward Luxury"
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Stępień, Beata, and Michael Hinner. "From Love to Rebuff." In Global Observations of the Influence of Culture on Consumer Buying Behavior, 24–47. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2727-5.ch002.
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The aim of this chapter is to discuss the grounds for country differences in the customers' attitudes towards luxury goods. The basis for this discussion are the Social Identity, Communication Accommodation, Expectancy-Value Theory, Theory of Reasoned Action and Expectation Confirmation Theory, attitudes, and attitude formation. We compare other empirical research on consumers' value perception (CVP) in the luxury sector and the results of our own international e-survey conducted in 5 countries (Germany, Poland, Portugal, Saudi Arabia and Turkey). By comparing opposite market segments, i.e., the stand-outs and the prestige-seekers as well as groups of luxury lovers with luxury opponents we look for grounds of divergent attitudes towards luxury goods. We found that culture, as a very complex phenomenon, shapes the attitudes not only at the national level, but is also reflected in the level of education across countries. That is why a combination of market segments combined with belief systems and levels of education may be a more accurate indicator of consumer attitudes.
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"Chinese Consumer Attitudes Toward Luxury." In Luxury China: Market Opportunities and Potential, 53–76. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119199755.ch5.
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Watson, Lisa, and Anne M. Lavack. "Using Social Marketing to Encourage the Purchase of Fuel-Efficient Vehicles." In Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, 253–77. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4430-4.ch010.
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With a looming future shortage of fossil fuels, how can consumers be convinced to purchase more fuel-efficient vehicles? To begin to address this basic question, it is necessary to examine consumer attitudes toward the environment, consumer decision-making models, consumer willingness to trade luxury or personal comfort in order to buy smaller and more Fuel-Efficient Vehicles (FEVs), and price sensitivity with regard to purchasing hybrid vehicles or other Alternate Fuel Vehicles (AFVs). By understanding the consumer dynamics behind the purchase of FEVs and AFVs, an effective strategy for social marketing can be developed.
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Ferrer, Gemma García. "Consumer Behaviors and Contemporary Attitudes in Luxury Markets." In Advances in Marketing, Customer Relationship Management, and E-Services, 29–45. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9958-8.ch002.
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This chapter analyzes the differences in consumer behavior and attitudes towards Luxury Goods. The established bond of the consumer with the luxury brand, as derived from a psychological process, is strong, and characterized by the emotional. The Luxury Brand is a symbol of personal and social identity, it expresses the individual's personality and lifestyle, strengthens the projection of self-image, status and self-concept. This chapter will analyze the buying decision process, customer retention and loyalty. The chapter will study the role of envy in the buying decision process of Luxury Goods, within a context of social comparison. As well as advertising messages and their strategies (of which envy is commonly used). The personality of the Luxury Retail Store will be analyzed. It will review the most important scientific contributions paying special attention to research done in the field of Neuromarketing and Neurobiology of Beauty.
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Ferrer, Gemma García. "Consumer Behaviors and Contemporary Attitudes in Luxury Markets." In Brand Culture and Identity, 1132–48. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch060.
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This chapter analyzes the differences in consumer behavior and attitudes towards Luxury Goods. The established bond of the consumer with the luxury brand, as derived from a psychological process, is strong, and characterized by the emotional. The Luxury Brand is a symbol of personal and social identity, it expresses the individual's personality and lifestyle, strengthens the projection of self-image, status and self-concept. This chapter will analyze the buying decision process, customer retention and loyalty. The chapter will study the role of envy in the buying decision process of Luxury Goods, within a context of social comparison. As well as advertising messages and their strategies (of which envy is commonly used). The personality of the Luxury Retail Store will be analyzed. It will review the most important scientific contributions paying special attention to research done in the field of Neuromarketing and Neurobiology of Beauty.
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Adıgüzel, Feray, and Carmela Donato. "Upcycled vs. Recycled Products by Luxury Brands." In Advances in Marketing, Customer Relationship Management, and E-Services, 197–212. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch011.
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This chapter aims at covering an important gap, contributing to research in the field of luxury markets as well as sustainable consumption, and focuses on new sustainable products by luxury brands. Through an experimental study 3x1 between-subject design in which the product material (upcycled vs. recycled vs. virgin) of a fictitious luxury product was manipulated, the authors investigated which luxury product (upcycled vs. recycled vs. not sustainable) is preferred by consumers in terms of attitude and purchase intentions. Results of this experimental design can inform luxury product managers and designers about whether consumers react more positively towards upcycle vs. recycle products when consumers' status motives and environmental consciousness increase. In addition, they can understand the reasons and emphasize those in their marketing communications to increase demand for those products with this study.
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Macdonald, Lynsey E., Irene García Medina, and Zahaira F. González Romo. "A Study of the Impact of Social Networking Communities on the Consumption of Beauty Luxury Products." In Advances in Marketing, Customer Relationship Management, and E-Services, 193–218. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9958-8.ch009.
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The advances in internet technology over the past decade have irrevocably altered the ways in which people communicate – this, in turn, has had an undeniable impact on consumer behaviour. The following chapter set out to explore the phenomenon of blogging and social media communities, and the impact these communities have had on reference group culture, social identity and the buying behaviour of a target group of consumers – women, aged 18-30, who participate in the online beauty community. This research has examined the impact participation in this community has had on the amount of money these consumers spend on beauty and skincare products, and the extent to which it has influenced their attitude towards luxury products. The study confirmed findings from existing literature, in that a connection between purchasing habits and the desire to be considered a member of the community was established. The data collected revealed that participation in the beauty community has an impact not only on the amount of money consumers spend on beauty and skincare items, but that this frequent online communication makes them increasingly more willing to purchase a wider variety of products, both at a high end/luxury and High Street/drugstore level. The study also revealed that regular participation in the community increases consumer knowledge of products, and can eventually lead to their expertise surpassing that of sales staff. The study concludes by outlining recommendations for marketers working with beauty brands, highlighting key considerations to make when approaching the marketing of products via the online community, based on the findings on this study.
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Goodman, Glenda. "Epilogue." In Cultivated by Hand, 206–10. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190884901.003.0007.
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The biographies of amateur musicians unveil how gendered ideologies functioned in lived experiences: didactic prescriptions pertaining to consumerism and luxury, and to patriarchy and marriage, are complicated when we attend to individuals’ pleasures and hopes. The next generations of amateur musicians operated within the patterns established by the post-Revolutionary generation. The epilogue casts forward into the antebellum period to consider the similarities and differences with what came before. Most notably, a shift in attitudes toward female music teachers represents a marked change in the nineteenth century. However, separate gender roles remained entrenched. A summary of how manuscript music books’ materiality intersected with gendered experiences of music in amateurs’ daily lives in the early republic reminds us how this came to be the case.
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Rezaei, Sajad, Rona Chandran, and Yoke Moi Oh. "Pre-Purchase User Perceptions of Attributes and Post-Purchase Attitudes in Building Successful Online Retail Promotional Strategies." In Advances in Marketing, Customer Relationship Management, and E-Services, 164–83. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2206-5.ch008.
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As a critical feature of the human experience, attitude plays an important role which is essential in implementation of effective online retail strategies. The purpose of this chapter is to conceptualize consumer's pre-purchase user perceptions of attributes and post-purchase attitudes in building successful online retail promotional strategy in emerging economies-Malaysia. The chapter proposes an integrative conceptual framework toward implementation of effective promotional strategy which includes usage expediency, trustworthiness, price awareness, navigation design, experiential gratification and electronic word-of-mouth (EWOM). The chapter argues that pre-purchase user perceptions of attributes and post-purchase user perceptions of attitudes are important concept in promoting successful online retail website. Theoretical implications of chapter are further discussed.
Conference papers on the topic "Consumer's Attitude toward Luxury"
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Hennigs, Nadine, Klaus-Peter Wiedmann, Christiane Klarmann, and Stefan Behrens. "INTERNATIONAL COMPARISON OF CONSUMER ATTITUDES TOWARD LUXURY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.04.03.01.
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Yin, Cheng-Yue, and Patrick Poon. "THE IMPACT OF ENDORSER ETHNICITY AND PORTRAYAL ON CHINESE WOMEN’S ATTITUDE TOWARD LUXURY ADVERTISING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.06.04.06.
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Park, Jaeseung, and Hongsik Cheon. "The Role of Attitude toward the Parent Brand, Brand Extension Evaluation, and Social Proof Message in Consumer's Attitude toward Brand Extension and Purchase Intention of IT Products." In the 2019 5th International Conference. New York, New York, USA: ACM Press, 2019. http://dx.doi.org/10.1145/3317614.3317627.
Full textReports on the topic "Consumer's Attitude toward Luxury"
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Park, Minjung, and Hye-Young Kim. The Joint Effect of Self-Monitoring and Self-Ideal Discrepancy on Consumer Attitude toward Luxury Fashion Brands. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1410.
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