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Mazzoli, Valentina, Laura Grazzini, Raffaele Donvito, and Gaetano Aiello. "Luxury and Twitter: an issue of the right words." Qualitative Market Research: An International Journal 22, no. 1 (January 14, 2019): 33–49. http://dx.doi.org/10.1108/qmr-01-2017-0051.
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Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.
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Coudounaris, Dafnis N. "Mediation of product design and moderating effects of reference groups in the context of country-of-origin effect of a luxury Brand." Review of International Business and Strategy 28, no. 2 (June 4, 2018): 169–205. http://dx.doi.org/10.1108/ribs-05-2017-0044.
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Purpose The purpose of this paper is to examine the symbolic representations of non-users compared to the life experiences of users related to a luxury brand. In particular, the study examines whether product design mediates the relationship between antecedent factors of country-of-origin effect and product experience, and it also investigates the moderating effects of reference groups (non-users vs users) on the relationship between antecedent factors of country-of-origin effect and product design related to a luxury brand, namely, the Mercedes-Benz C-Class or E-Series. Design/methodology/approach A sample of convenience of 272 persons classified as non-users and users is investigated. An online questionnaire was used and 28 statements are included in the analysis based on a seven-point Likert scale. Findings The study reveals that the country-of-origin effect for the model of non-users and users has a very good fit with current data and is statistically significant. It also reveals that all relationships are significant except for price consciousness to product design and for brand familiarity to price consciousness. There is also partial mediation of product design between antecedent factors and product experience. Furthermore, the moderating effect of reference groups appears to play an important role, as it impacts the relationship between antecedent factors of the country-of-origin effect and product design/product experience. Originality/value This study indicates that the non-users’ group based on the hypothetical purchases of a luxury brand with a strong country image has a different country-of-origin effect to the users’ group of the same luxury brand. Moreover, the study concludes that there are statistically significant differences between the non-users’ group versus users’ group of a luxury brand (Mercedes-Benz), and these differences are concerned with the constructs of brand familiarity, brand commitment, product design and product experience. Finally, the study reveals that “price consciousness” is not relevant for luxury brands. Managerial implications, limitations of the study and future research directions are discussed.
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Jhamb, Deepika, Arun Aggarwal, Amit Mittal, and Justin Paul. "Experience and attitude towards luxury brands consumption in an emerging market." European Business Review 32, no. 5 (June 4, 2020): 909–36. http://dx.doi.org/10.1108/ebr-09-2019-0218.
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Purpose Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption. Design/methodology/approach The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model. Findings The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands. Research limitations/implications The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries. Practical implications The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market. Originality/value The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.
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Sumbly, Yuvika, and Sadaf Siraj. "A conceptual framework of brand experience for luxury brands." Journal of Management Research and Analysis 6, no. 1 (April 15, 2019): 60–64. http://dx.doi.org/10.18231/j.jmra.2019.011.
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Yu, Jihye, and Eunju Ko. "LUXURY BRAND EXPERIENCE AND UGC EFFECTS." Global Fashion Management Conference 2019 (July 11, 2019): 834. http://dx.doi.org/10.15444/gfmc2019.08.01.08.
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Chen, Shan, and Lucio Lamberti. "Entering the dragon’s nest: exploring Chinese upper-class consumers’ perception of luxury." Qualitative Market Research: An International Journal 18, no. 1 (January 12, 2015): 4–29. http://dx.doi.org/10.1108/qmr-01-2013-0002.
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Purpose – The purpose of this study is to explore the perception of luxury from the perspectives of Chinese upper-class consumers. Design/methodology/approach – Four focus groups, each consisting of six upper-class and experienced luxury consumers, are formed in four cities, Beijing, Shanghai, Guangzhou and Hong Kong, which are among the most affluent, populated and developed in the luxury market. Findings – The findings suggest that Chinese upper-class luxury consumers, indeed, hold different perceptions for luxury in several aspects: price premium is a prestige in contrast to general Chinese consumers’ “value-consciousness”; exclusivity is more valued by the upper-class and experienced consumers; more attention of the upper-class consumers has shifted to individual values from social values; brand value is of high importance; and there exist differences among consumers in different regions. Practical implications – The study suggests that luxury brands should recognize the differences between the upper-class customers who are still the core consumers for luxury goods and the middle-class customers who are growing rapidly while designing their marketing strategies. Originality/value – The study focuses, unprecedentedly, on the upper-class and experienced Chinese luxury consumers who represent the most valuable group of customers of the luxury brands in the Chinese market. Given the peculiarity of customer behavior in the luxury market, such focus provides a brand new perspective without the noises from the inclusion of consumers with insufficient purchasing power and ineligible experience in luxury consumption.
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Kim, Jihyun. "Luxury fashion goods ownership and collecting behavior in an omni-channel retail environment." Research Journal of Textile and Apparel 23, no. 3 (September 9, 2019): 212–31. http://dx.doi.org/10.1108/rjta-01-2019-0001.
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Purpose This research provides a comprehensive overview of the luxury brand cognitive and affective experience, category ownerships and consumption level of affluent adult consumers in the USA. The purpose of this study was to illuminate generational cohorts’ differences and/or similarities among the consumers regarding collecting behavior of, brand self-congruity toward and emotional brand attachment with fashion luxury brands. Design/methodology/approach Using a cross-sectional quantitative approach, the authors conducted a national, representative online survey, 443 usable responses were collected from four generational cohorts, namely, older boomers, younger boomers, Generation Xers and Millennials, who reported an annual household income of US$150,000 or more. Descriptive and multivariate statistical analyses were used to provide the empirical findings. Findings Findings suggest that there are significant differences in the luxury brands they owned the most; Millennials exhibited significantly more frequent purchases of luxury fashion goods for all retail types – both brick-and-mortar and online, as well as upscale and discount-image retailers, compared to older Baby Boomers; and there are clear distinctions of cognitive, affective and behavioral responses toward fashion luxury goods between Millennials and older Baby Boomers. For instance, Millennials are more emotionally attached to luxury fashion brands, they see themselves more aligned with the brand image, and they collect such goods significantly more, compared to the older Baby Boomers. Originality/value By providing empirical evidence of contrasting each generational group’s unique consumption behavior in terms of luxury brand goods such as ownership level (accessible vs high-end luxury), retail channel choice behavior, cognitive, affective and behavioral responses toward the luxury fashion goods, the authors provided clear strategies for the luxury brand managers regarding two distinctive segments in the luxury marketplace.
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Halwani, Lama. "The Online Experience of Luxury Consumers: Insight into Motives and Reservations." International Journal of Business and Management 15, no. 11 (October 22, 2020): 157. http://dx.doi.org/10.5539/ijbm.v15n11p157.
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Several research efforts provide insight into the corporate online strategies of luxury brands. However, little research has focused on how consumers perceive the luxury online experience. This research aims to understand the underlying motivations and reservations towards online luxury purchase. The perceived online experience of luxury consumers is examined within the framework of the functional theory of attitudes, rooted in the work of Katz (1960) and Shavitt (1989). An exploratory approach yielded a typology of five motivations: independent browsing, personalized communication, accessibility, and convenience; and three reservations: purchase of unfamiliar brands, lack of spontaneity and uninspiring online retail environments. This research contributes a much needed consumer perspective of luxury online retail to the existing literature. The findings have resulted in a comprehensive understanding of the online shopping luxury experience. Theoretically, the findings support the functional theory of attitudes and the influence of both hedonic and utilitarian dimensions on the online luxury experience. More practically, this work shows that recognition of the underlying motivations and reservations of online luxury consumers informs marketers and brand managers on how to adapt their online presence and initiatives.
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Ramadan, Zahy, Maya F. Farah, and Armig Dukenjian. "Typology of social media followers: the case of luxury brands." Marketing Intelligence & Planning 36, no. 5 (August 6, 2018): 558–71. http://dx.doi.org/10.1108/mip-01-2018-0039.
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Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.
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Atwal, Glyn, and Alistair Williams. "Luxury brand marketing – The experience is everything!" Journal of Brand Management 16, no. 5-6 (February 13, 2009): 338–46. http://dx.doi.org/10.1057/bm.2008.48.
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Grassi, Alessia. "Art to enhance consumer engagement in the luxury fashion domain." Journal of Fashion Marketing and Management: An International Journal 24, no. 3 (April 4, 2020): 327–41. http://dx.doi.org/10.1108/jfmm-09-2019-0194.
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PurposeThis paper explores an opportunity for luxury fashion brands to strengthen their engagement with consumers through the arts and without undermining the exclusivity of the luxury product.Design/methodology/approachThis paper is based on an interpretive qualitative approach aiming to specifically investigate Fondazione Prada – a contemporary art gallery owned and managed by the fashion brand Prada. Data were collected through semi-structured interviews and a focus group implemented with the “mystery shopper” technique. Template analysis was used to analyse the data.FindingsFondazione Prada has the potential for a deep engagement, but specific lack of dialogue and interaction needs to be addressed. Learning from and sharing values with the public through a two-way peer conversation elicited by contemporary art will benefit both the foundation and the fashion brand, in generating value as the result of a spillover effect. Thus, a significant competitive advantage might be gained.Originality/valueThis paper extends work on consumer brand engagement in physical and non-commercial “brand's places”, by evaluating the engagement provided by contemporary art foundations owned by luxury fashion brands. By leveraging the engaging nature of contemporary art, luxury fashion brands could provide an inclusive and engaging experience without undermining the characteristic of exclusivity of the luxury product and hence, gain a significant competitive advantage for the brand.
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Kumagai, Ken, and Shin’ya Nagasawa. "Launch of Sustainable Plastic Apparel: Effects of Brand Luxury and Experience on Consumer Behaviour." Sustainability 12, no. 18 (September 16, 2020): 7662. http://dx.doi.org/10.3390/su12187662.
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Since plastic waste is a serious social issue, fashion companies are attempting to develop sustainable apparel made from post-consumer plastic bottles. This social issue is relevant to every company regardless of the level of brand luxury. However, previous literature has not examined the effect of this sustainable product type on consumer behaviour, whereas comprehensive sustainable development is widely discussed in luxury branding research. Consequently, this study investigates how the launch of sustainable plastic apparel affects consumer brand attitude and purchase intention. According to the 440 samples collected via an online survey in Japan, moderated mediation analyses reveal that the launch of sustainable plastic apparel positively affects brand attitude contributing to purchase intention indirectly, while it also contributes to purchase intention directly. In addition, brand luxury and brand experience are found to weaken the effect of this sustainable product launch, whereas the influence of sustainable product experience is insignificant. To launch this type of sustainable apparel effectively, luxury companies are advised to redesign their current marketing to promote sustainable products more effectively and adjust their branding tactics to align with sustainability. Otherwise, their brand luxury may lead to a disadvantage, since plastic recycling is increasingly becoming a social requirement.
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Makkar, Marian, and Sheau-Fen Yap. "The anatomy of the inconspicuous luxury fashion experience." Journal of Fashion Marketing and Management: An International Journal 22, no. 1 (March 12, 2018): 129–56. http://dx.doi.org/10.1108/jfmm-08-2017-0083.
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Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.
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Hwang, Jinsoo, and Heesup Han. "A study on the application of the experience economy to luxury cruise passengers." Tourism and Hospitality Research 18, no. 4 (December 8, 2016): 478–91. http://dx.doi.org/10.1177/1467358416682068.
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The purpose of this study tried to identify the significance of the experience economy in the luxury cruise industry. To achieve this purpose, this study suggested that four dimensions of the experience economy including education, entertainment, esthetics, and escapism positively affect brand prestige. In addition, it was proposed that brand prestige plays an important role in the formation of the following three outcome variables: social value, brand attachment, and brand loyalty. Data were collected from 312 luxury cruise passengers via an online company’s system in the U.S. The data analysis results showed that all four dimensions of the experience economy have a positive influence on brand prestige, which in turn positively affects social value, brand attachment, and brand loyalty. Both theoretical and managerial implications of the results are discussed.
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Lo, Ada, and Michelle Au Yeung. "Brand prestige and affordable luxury: The role of hotel guest experiences." Journal of Vacation Marketing 26, no. 2 (October 15, 2019): 247–67. http://dx.doi.org/10.1177/1356766719880251.
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The concept of affordable luxury has elicited attention among hoteliers in recent years. This study developed and tested an instrument to measure hotel guest experiences of an affordable luxury hotel and investigated the influence of three dimensions of hotel guest experience on brand prestige (BP) namely physical environment (PE), guest-to-staff encounters (GSEs), and guest-to-guest encounters (GGEs). A total of 423 usable self-administered questionnaires were obtained from the guests of an affordable luxury hotel. Exploratory factor analysis and confirmatory factor analysis were used to reduce and confirm the measurement model of the proposed constructs, respectively. Structural equation modeling was adopted to test the proposed relationships. All three dimensions are significant antecedents of BP. PE is the most important, followed by GSEs, and then GGEs. A modified importance–performance analysis (IPA) was conducted by comparing the perceived performance and the derived importance of the guest experience attributes. This demonstrates how individual hotel can use the IPA to identify specific areas of improvement on the hotel guest experience attributes.
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Castaño, Raquel, and Maria Eugenia Perez. "A matter of love: consumers’ relationships with original brands and their counterfeits." Journal of Consumer Marketing 31, no. 6/7 (November 4, 2014): 475–82. http://dx.doi.org/10.1108/jcm-05-2014-0970.
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Purpose – This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of both original brands and their counterfeits. Design/methodology/approach – The authors present four studies conducted with 657 Mexican consumers who own or have owned an original luxury-brand product as well as a counterfeit of the same brand. Data were analyzed through regression analyses, t-tests, correlation coefficients and one-way ANOVA. Findings – Results show that consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those of the original brand and also experience a stronger overlap between their overall self-concept and the original brand’s concept than with the counterfeit’s concept, and feel higher levels of love towards the original brands than towards their counterfeits. Research limitations/implications – This study plays a relevant role in understanding how consumers form relationships with original and counterfeit brand products. Managers of original brands are advised to build their efforts around the idea of consumers’ love for the original brand, emphasizing issues of authenticity and congruence between consumers and their purchase decisions. Practical implications – Managers of original brands are advised to build their efforts around the idea of consumers’ love for the original brand, emphasizing the trust element of a love relationship in order to encourage consumers to be “faithful” to the original brands. Originality/value – This study provides insights into the relationships consumers form with brands and their counterfeits. This is novel because, so far, most of the studies on counterfeits have mainly sought to explain why and how consumers choose counterfeits instead of original brands.
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Kiatkawsin, Kiattipoom, and Ian Sutherland. "Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide." Sustainability 12, no. 5 (March 10, 2020): 2134. http://dx.doi.org/10.3390/su12052134.
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The study aims to investigate the formation of customer loyalty among luxury restaurant patrons in Korea. Moreover, the study investigated how the restaurants’ performance could contribute to the trust and sustainability of the Michelin restaurant guide’s reputation. The study identified meal experience, brand credibility, and brand love to influence customers’ revisit intention and willingness to pay a premium. The study surveyed 400 luxury restaurant patrons in Korea. The Michelin restaurant guide was used to classify fine dining restaurants. Measurement items from previously validated studies were adopted. The results of the study showed the meal experience scale satisfactorily measures service performance and leads to the formation of brand credibility. Subsequently, brand prestige and brand love significantly predicted customers’ loyalty intentions. Additionally, brand credibility helps form the trust of the Michelin guide and eventually predicts the long-term reputation of the guide.
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Ciappei, Critiano, Lamberto Zollo, and Andrea Boccardi. "CUSTOMER SACRED EXPERIENCE AND STRATEGIC POSITIONING OF LUXURY BRAND." Global Fashion Management Conference 5, no. 2 (June 30, 2015): 727. http://dx.doi.org/10.15444/gfmc2015.05.02.02.
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Boccardi, Andrea, Cristiano Ciappei, Lamberto Zollo, and Maria Carmen Laudano. "The Role of Heritage and Authenticity in the Value Creation of Fashion Brand." International Business Research 9, no. 7 (June 12, 2016): 135. http://dx.doi.org/10.5539/ibr.v9n7p135.
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<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative – and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>
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Mourad, Siham, and Pierre Valette-Florence. "RESISTANCE TO COUNTERFEITING AND PURCHASE OF LUXURY BRANDS: ANY ROLE OF BRAND EXPERIENCE?" Global Fashion Management Conference 2019 (July 11, 2019): 434. http://dx.doi.org/10.15444/gfmc2019.04.05.04.
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De Maio, Benedetta. "The Impact of COVID-19 on Consumer Behavior in the Luxury Industry." International Journal of Humanities and Social Sciences 13, no. 1 (June 30, 2021): 16–23. http://dx.doi.org/10.26803/ijhss.13.1.2.
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The following paper is aimed at understanding how the COVID-19 pandemic has changed consumers’ attitude towards consumption of luxury and discretionary goods, what are the consequences of these disruptions, and what strategies brand can employ in order to survive in a post-pandemic future. This situation served as a catalyst to accelerate some of the True Luxury Consumer trends that were beginning to gain popularity in the past few years, such as the prioritization of experiences over physical items, resulting in a tendency towards minimalism; the increased interest in sustainability, ethics, and the Corporate Social Responsibility commitments of brands; the enhanced use of online distribution channels, and the consequential need for a seamless omnichannel strategy which could effortlessly and efficiently replicate the offline, in-store experience on digital platforms; and, finally, the emergence of new ways to experience luxury goods which prioritize accessibility over ownership, such as the second-hand market for luxury as well as luxury rental services, like Rent The Runway. The pandemic has highlighted a series of issues in society, healthcare, and businesses; the consequences of these issues have been tragic, but also eye-opening for brands as well as consumers. In the clients’ perspective, big companies hold the responsibility to not only provide a product or a service, but also to be helpful assets to their communities. Brands should live up to these expectations, not just to survive in the “new normal”, but also to genuinely help build a better future once the dust settles.
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Williams, Alistair, Glyn Atwal, and Douglas Bryson. "Luxury craftsmanship – the emergent luxury beer market." British Food Journal 121, no. 2 (February 4, 2019): 359–70. http://dx.doi.org/10.1108/bfj-02-2018-0092.
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Purpose The purpose of this paper is to consider the design of experiential marketing strategies within the luxury beer category. Design/methodology/approach The research is exploratory in order to provide a broad, grounded starting point within the context of a changing luxury landscape. Findings Consumer responses to the craft beer consumption experience can be applied to the four dimensions of experiential value as defined by Mathwick et al. (2001): consumer return on investment; perceived excellence value; perceived playfulness; and perceived aesthetic value. Practical implications This analysis suggests that the degree to which a luxury beer brand is able to deliver experiential value will largely determine its market success. Originality/value This paper is the first to study experiential marketing within the context of the luxury beer category.
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Kauppinen-Räisänen, Hannele, Johanna Gummerus, Catharina von Koskull, Åke Finne, Anu Helkkula, Christian Kowalkowski, and Anne Rindell. "Am I worth it? Gifting myself with luxury." Journal of Fashion Marketing and Management 18, no. 2 (May 6, 2014): 112–32. http://dx.doi.org/10.1108/jfmm-04-2013-0062.
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Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. The purpose of this paper is to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands. Design/methodology/approach – The study takes a multi-qualitative approach involving a small (n=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases. Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self and socially orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand. Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting. Originality/value – Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.
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Baghi, Ilaria, Veronica Gabrielli, and Silvia Grappi. "Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand." Journal of Product & Brand Management 25, no. 5 (August 15, 2016): 452–64. http://dx.doi.org/10.1108/jpbm-11-2014-0747.
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Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach The authors conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. Findings This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands. Research limitations/implications This framework should be tested on additional brands and integrated with further processes and individual variables to extend our knowledge about consumer responses to counterfeits. Originality/value This research recognises counterfeiting as a consumer-led process. The results showed the ambivalent nature of counterfeiting, that is, a threat and an opportunity for the counterfeited brand. In fact, actual and potential consumers are prone to protect the genuine brand. The consequent advocacy behaviour is stimulated by the attempts of consumers of fakes to take possession of the brand experience, and these activate actions of self-protection among consumers of the original brand. Interesting managerial implications are drawn.
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Zhang, Lini, Brenda J. Cude, and Haidong Zhao. "Determinants of Chinese consumers’ purchase intentions for luxury goods." International Journal of Market Research 62, no. 3 (June 10, 2019): 369–85. http://dx.doi.org/10.1177/1470785319853674.
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This study examines the determinants of Chinese consumers’ purchase intentions for luxury goods by applying and extending the Theory of Planned Behavior. Structural equation modeling was conducted based on a random sample of 308 Chinese luxury consumers. The findings revealed that both the subjective norm construct desire to gain face and the perceived behavioral control construct luxury good knowledge had significant and direct influences on consumers’ purchase intentions. Similarly, perceived behavioral control constructs—luxury good knowledge and household income—had significant direct effects on consumers’ luxury goods purchasing behavior. In addition, previous luxury goods purchasing experience also had a direct impact on consumers’ purchase intentions for luxury goods. The results of this study are beneficial not only to researchers by providing a better understanding of Chinese luxury consumers but also to luxury brand retailers by providing implications to help them develop effective marketing strategies in Chinese luxury goods market.
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Cervellon, Marie-Cécile, and Lea Lembo. "Maison Maille: making mustard aspirational to younger consumers." CASE Journal 14, no. 3 (May 8, 2018): 254–71. http://dx.doi.org/10.1108/tcj-09-2017-0081.
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Synopsis This case introduces students to the heritage brand Maille. Dating back to 1747, this brand has managed to elevate the image of mustard from commodity to premium product, capitalizing on brand authenticity and adopting the codes and strategies of luxury brands. Present in supermarkets with a premium price positioning, Maille develops its image through creating an elaborate customer experience in its boutiques, as well as through a communication strategy based on storytelling. Yet, the core base of customers who identify as gourmets is aging. To sustain its development, Maille needs to gain appeal among younger generations of consumers, without betraying its identity. Research methodology The Maille brand manager was interviewed in relation to the case. Participant observation was conducted in the boutiques in Paris (both Place de la Madeleine and Caroussel du Louvre) and in London, followed by discussions with Maille sommeliers. Data were also gathered through secondary sources. The question “How to seduce younger consumers with mustard” was proposed by Unilever. Relevant courses and levels This case has been effectively used with MBA and MSc Marketing students in Brand Management classes to demonstrate how brands draw inspiration from the luxury sector to become aspirational, enhance their social prestige and position themselves at higher price points. Students must reflect on how to build on the brand’s current strengths in order to protect it from a decline in consumption and competitive threats. Based on this analysis of the current situation, students must decide on the value of Maille differentiation strategy to younger consumers and on which segments to target without harming the brand’s identity. The rejuvenation of heritage brands (or gaining appeal to younger generations of customers) is a major issue in many sectors, from luxury, to wine and spirits, to food. Theoretical bases The case fosters discussions on core marketing concepts such as heritage branding and brand authenticity as well as differentiation and premiumisation strategies, all concepts that should be developed when answering the assignment questions. Furthermore, students should choose between a segmentation based on demographics (age, generations), and a segmentation based on lifestyle and attitude toward food.
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Varsha P. S., Shahriar Akter, Amit Kumar, Saikat Gochhait, and Basanna Patagundi. "The Impact of Artificial Intelligence on Branding." Journal of Global Information Management 29, no. 4 (July 2021): 221–46. http://dx.doi.org/10.4018/jgim.20210701.oa10.
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Understanding the growth paths of artificial intelligence (AI) and its impact on branding is extremely pertinent of technology-driven marketing. This explorative research covers a complete bibliometric analysis of the impact of AI on branding. The sample for this research included all 117 articles from the period of 1982-2019 in the Scopus database. A bibliometric study was conducted using co-occurrence, citation analysis and co-citation analysis. The empirical analysis investigates the value propositions of AI on branding. The study revealed the nine clusters of co-occurrence: Social Media Analytics and Brand Equity; Neural Networks and Brand Choice; Chat Bots-Brand Intimacy; Twitter, Facebook, Instagram-Luxury Brands; Interactive Agent-Brand Love and User Choice; Algorithm Recommendations and E-Brand Experience; User-Generated Content-Brand Sustainability; Brand Intelligence Analytics; and Digital Innovations and Brand Excellence. The findings also identify four clusters of citation analysis—Social Media Analysis and Brand Photos, Network Analysis and E-Commerce, Hybrid Simulating Modelling, and Real-time Knowledge-Based Systems—and four clusters of co-citation analysis: B2B Technology Brands, AI Fostered E-Brands, Information Cascades and Online Brand Ratings, and Voice Assistants-Brand Eureka Moments. Overall, the study presents the patterns of convergence and divergence of themes, narrowing to the specific topic, and multidisciplinary engagement in research, thus offering the recent insights in the field of AI on branding.
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Kang, Inwon, and Ilhwan Ma. "A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics." Sustainability 12, no. 6 (March 20, 2020): 2441. http://dx.doi.org/10.3390/su12062441.
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There have been unusual collective consumption phenomena that consumer behavior conforms to as part of the pursuit of specific brands (e.g., teenagers wearing the same brand jacket). In order to explain bandwagon consumption behavior, previous studies focused on brand, personal traits, and group characteristics. However, previous studies seem somewhat limited in explaining excessive bandwagon consumption. This study addresses a psychological trait, the Fear of Missing out (FoMO), which describes why people want to belong to a main group. Along with FoMO, product characteristics influence bandwagon consumption behavior because consumers may show different behaviors for different product categories. Hence, this study combines FoMO levels (high/low) and product category (luxury/necessity) to explain bandwagon consumption behavior. The results reveal that the combination of high FoMO and luxury shows the strongest bandwagon consumption behavior. The next strongest combination is low FoMO and necessity, followed by high FoMO and necessity, and low FoMO and luxury. Based on these findings, this study might present implications for understanding excessive bandwagon consumption based on psychological traits and product characteristics, which makes it possible for marketers to provide customizing products and services as well as advertising messages for young consumers groups who experience high levels of FoMO when establishing their marketing strategies.
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Osman Gani, Mohammad, Muhammad Intisar Alam, Mostaquim-Al-Islam, Shahin Ahmed Chowdhury, and Mohammad Omar Faruq. "Factors affecting consumers’ purchase intention for counterfeit luxury goods in Bangladesh." Innovative Marketing 15, no. 4 (November 26, 2019): 27–41. http://dx.doi.org/10.21511/im.15(4).2019.03.
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The purpose of study is to examine the factors behind the purchase intention for counterfeit luxury goods in Bangladesh using the Theory of Planned Behavior (TPB). This research also sought to measure the effect of product attribute, brand image, level of income, price, and gender regarding the purchase intention for counterfeit luxury goods. Data were gathered from a sample of 242 individual respondents living in different areas of Dhaka city who had experience of purchasing various counterfeit luxury goods. A structured questionnaire was used to obtain survey data through a personal interview. Descriptive statistics, reliability statistics, one-way ANOVA, and multiple regression analysis have been used to analyze the collected data. The results show that among five factors, only three of them, such as product attribute, brand images and level of income, are more influential predictors in purchase intention for counterfeit luxury items than price and gender. The findings of the study show a better understanding based on a developing country on how these factors affect purchasing intention of counterfeit luxury items. Thus, the study intends to identify different socio-demographic and behavioral predictors in terms of counterfeiting luxury goods. The result depicts that comparing to original products, Bangladeshi consumers are more prone to use counterfeit luxury items to maintain social values and status. Finally, limitations and managerial implications of the study, along with future research avenues, have been discussed.
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Klein, Jan F., Tomas Falk, Franz-Rudolf Esch, and Alexei Gloukhovtsev. "Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail." Journal of Business Research 69, no. 12 (December 2016): 5761–67. http://dx.doi.org/10.1016/j.jbusres.2016.04.172.
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Sresnewsky, Katherine Braun Galvão Bueno, Angela Satiko Yojo, Andres Rodriguez Veloso, and Laura Torresi. "Rapport-building in luxury fashion retail: a collectivist culture case." Journal of Fashion Marketing and Management: An International Journal 24, no. 2 (May 11, 2020): 251–76. http://dx.doi.org/10.1108/jfmm-04-2018-0048.
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PurposeLuxury companies have expanded globally, but little attention is given to the difficulties associated with expansion to culturally different countries, especially when focusing on training salespeople in rapport-building behaviors. To address this discussion, we answer these research questions: (1) Does the luxury fashion brand country of origin affect the rapport-building strategies of salespeople?; (2) How do luxury fashion employees classify customers from collectivistic cultures with emerging economies, such as that in Brazil?; and (3) What are the rapport-building strategies used by these salespeople for each of these luxury fashion customer segments?Design/methodology/approachThe authors conducted in-depth interviews with salespeople, managers and team supervisors from four global luxury retailers from Britain, France and Italy that operate in Brazil. In total, the authors interviewed 20 employees with an average of greater than 7 years of experience in luxury sales. The authors based their analysis on a theoretically generated coding guide and content analysis theories.FindingsWhen expanding to culturally different countries, retail companies should adopt glocal strategies, especially when luxury is involved and when customers demand exclusive attention from companies. Additionally, the authors suggest that the effectiveness of rapport building strategies is culturally dependent and should be adapted to the microlevel, especially for continental countries that are culturally diverse.Research limitations/implicationsThis is employee-view research, with no inputs from customers or corporate managers. Luxury fashion brand stores did not grant permission for official research within their employees nor the observation of their customers during in-store interactions. Researchers interviewed employees as individual professionals, and their identities will remain anonymous.Practical implicationsWhen expanding to culturally different countries, luxury retailers should give special attention to the adaption of sales strategies, training and sales guidelines.Originality/valueThis study focuses on customer-employee rapport from the company's perspective.
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Dutot, Vincent. "Impact of Cross-Channel Strategy on Brand's Commitment." International Journal of Technology and Human Interaction 12, no. 4 (October 2016): 65–81. http://dx.doi.org/10.4018/ijthi.2016100105.
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The luxury sector as a whole is experiencing a delay in digitalization, both in store and online, while customers are more and more attracted by digital experiences. Strategies such as driving online customers into shops, or using the web to complete store information are increasing and integrated in what we call cross-channel strategies. This research aims to understand the determinants and impacts of cross-channel experience on brand's attachment, in an affordable luxury context. Based on a qualitative analysis (individual interviews with customers and experts) carried by the case of the brand Comptoir des Cotonniers; the results show the role of each channel in the purchasing decision. Moreover, it demonstrates the synergy between offline and online channels, as well as the development of experiential elements (online and in store) appear to be the key elements of brand's commitment.
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Fujiwara, Kazutoshi. "Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification Among Product Categories and Brand Ranks." Science Journal of Business and Management 3, no. 2 (2015): 1. http://dx.doi.org/10.11648/j.sjbm.s.2015030201.11.
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Kefi, Hajer, and Daniel Maar. "The power of lurking: Assessing the online experience of luxury brand fan page followers." Journal of Business Research 117 (September 2020): 579–86. http://dx.doi.org/10.1016/j.jbusres.2018.08.012.
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Lu, Carol, Celine Berchoux, Michael W. Marek, and Brendan Chen. "Service quality and customer satisfaction: qualitative research implications for luxury hotels." International Journal of Culture, Tourism and Hospitality Research 9, no. 2 (June 1, 2015): 168–82. http://dx.doi.org/10.1108/ijcthr-10-2014-0087.
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Purpose – The purpose of this paper was to determine whether luxury hotel managers and customers have the same understanding of service quality and satisfaction and whether there is a disparity between services offered by luxury hotels and the way customers actually experience them. Design/methodology/approach – This paper used interviews with managers and guests of 5-Star hotels in Taiwan and qualitative analysis to understand definitions and perceptions of luxury, service quality and satisfaction. Findings – The major findings of the study were that: there were no fundamental disconnects in the respective understandings of managers and guests; however, the two groups used different language to describe luxury, service quality and satisfaction; the managers evaluated satisfaction in terms of services provided, but the guests conceptualized satisfaction in terms of value received for the price of lodging; and luxury, service quality and satisfaction were closely related in the minds of the managers and guests and were not independent constructs. Research limitations/implications – Recommendations are made based on marketing communications theory, that is all factors identified in this study can be considered to be part of the brand identity of the hotel; local culture can introduce variables that may be outside the scope of international standards; and information on local expectations and preferences can inform advertising and public relations efforts of the hotel. Originality/value – This study is significant because little research into luxury hotel customer satisfaction has been done using qualitative methodology, which provides a richer understanding of the experiences of the participants than can quantitative design.
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Harkison, Tracy. "Acccommodating co-creation in a hotel experience." Hospitality Insights 1, no. 1 (October 20, 2017): 3–4. http://dx.doi.org/10.24135/hi.v1i1.5.
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The co-creation process within the New Zealand luxury accommodation sector has, until recently, been under researched. However, in 2016, a doctoral thesis was completed [1] with the key question, ‘how is the luxury accommodation experience created?’ Following an interpretivist paradigm, data were collected that included 81 interviews (of 27 guests, 27 employees and 27 managers) within six luxury properties (three luxury hotels and three luxury lodges) which were selected via purposive sampling.
Drawing from the findings of the thesis, this article aims to show that co-creation is a valuable tool for hoteliers. Co-creation is about customers creating value for themselves through an interactive relationship with a company. The hospitality industry is a complete veteran at this; for example, the use of à-la-carte menus, whereby a customer has the ability to compose a meal that has value specifically for them. The possible scope of the co-creation process, beyond à-la-carte menus, is now being recognised by the luxury accommodation sector.
Co-creation can be described as a joint process that involves a customer and an organisation resulting in an output of value [2]. Co-creation permits and indeed encourages a more active involvement from the customer [1], and is important to organisations as it can ensure that any personal interaction that their customers have adds value to their experience [3]. If co-creation is used to its full potential, it can give an organisation a competitive advantage due to increased customer satisfaction resulting in a positive impact on customer loyalty [4]. Co-creation can also provide continual feedback for improving existing services, presenting a business with constant opportunities to increase their revenue and success [5].
In summary, the main finding of the doctoral research was the consensus among guests, employees and managers that the luxury accommodation experience is materialised through a process of co-creation, involving the many different forms of interaction happening between guests, employees and managers, as well as with external contributors outside of the properties [1].
The practical implications of co-creation cannot be determined without luxury properties first identifying what makes their accommodation a luxury experience. When this has been defined, more interaction between guests, employees and managers should be encouraged to ensure that this particular brand of luxury accommodation experience is created. This could include having staff members dedicated to interacting with guests, and having certain ‘touch points’ throughout the guests’ stay that ensure the type and the amount of engagement that is required happens. External co-creation should also be encouraged; for example, staff visiting the local producers of food and wine, which in turn would enable them to talk more informatively to guests about these products when they are interacting with them during their stay. Another example would be to build relationships with external agents who offer activities to the guests, to enable the continuation of the experience when guests are away from the property.
Luxury properties also need to apply co-creation strategies that would enable guests to innovate new products and services. One such strategy is in the form of a digital customer relationship management tool; an example of this being HGRM – Happy Guest Relationship Management, although this technology is still quite innovative. Hotels and lodges need to make sure that they are using Web 2.0 applications such as videos, blogs, fora, wiki, podcasts, chat rooms, YouTube, Twitter and Facebook to encourage communication and social interaction, which is the customer engagement that enables co-creation.
For any business that is involved in customer experience, especially hospitality, there is every good reason to go down the route of co-creation, especially when it can give that business a competitive advantage.
If you would like to read the PhD thesis this research is based on you can access it here: http://aut.researchgateway.ac.nz/bitstream/handle/10292/9925/HarkisonT.pdf?sequence=3
Corresponding author
Tracy is a Senior Lecturer in Hospitality at Auckland University of Technology, New Zealand. Her research passions are hospitality education and the co-creation of luxury accommodation experiences. This has resulted in the completion of her PhD thesis on how the luxury accommodation experience is created.
Tracy Harkison can be contacted at: tracy.harkison@aut.ac.nz
References
(1) Harkison, T. How is the Luxury Accommodation Experience Created? Case Studies from New Zealand; Ph.D. Thesis, Auckland University of Technology, 2016.
(2) Prahalad, C. K.; Ramaswamy, V. Co-creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing 2004, 18(3), 5–14. https://doi.org/10.1002/dir.20015
(3) Chathoth, P. K.; Ungson, G. R.; Harrington, R. J.; Chan, E. S. Co-creation and Higher Order Customer Engagement in Hospitality and Tourism Services: A Critical Review. International Journal of Contemporary Hospitality Management 2016, 28(2), 222–245.
(4) Oyner, O.; Korelina, A. The Influence of Customer Engagement in Value Co-creation on Customer Satisfaction: Searching for New Forms of Co-creation in the Russian Hotel Industry. Worldwide Hospitality and Tourism Themes 2016, 8(3), 327–345.
(5) Thomas, A. K.; James, P. S.; Vivek, N. Co-creating Luxury Hotel Services: A Framework Development. Life Sciences Journal 2013, 10(7s), 1005–1012. http://www.lifesciencesite.com 162
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Koivisto, Elina, Pekka Mattila, Elina Korpela, and Laura Perjo. "EXTENDING THE LUXURY EXPERIENCE TO SOCIAL MEDIA COCREATION OF BRAND IDENTITY IN A BRANDED EXHIBITION." Global Fashion Management Conference 2017 (July 6, 2017): 266–67. http://dx.doi.org/10.15444/gfmc2017.04.01.04.
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Labenz, Franziska, Nadine Hennigs, Klaus Peter Wiedmann, and Janina Haase. "Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value." Luxury Research J. 2, no. 1/2 (2021): 1. http://dx.doi.org/10.1504/lrj.2021.10039150.
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Wiedmann, Klaus Peter, Janina Haase, Franziska Labenz, and Nadine Hennigs. "Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value." Luxury Research J. 2, no. 1/2 (2021): 1. http://dx.doi.org/10.1504/lrj.2021.116271.
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Xu, Lan, Lei Zhang, Nan Cui, and Zhilin Yang. "How and when AR technology affects product attitude." Asia Pacific Journal of Marketing and Logistics 32, no. 6 (November 18, 2019): 1226–41. http://dx.doi.org/10.1108/apjml-03-2019-0221.
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Purpose Augmented reality (AR) has emerged as a novel communication tool, which adds virtual computer-generated information to a viewer’s real life. The purpose of this paper is to investigate the effect of AR technology on consumers’ experience. Design/methodology/approach Four experiments were performed to test the effect of AR-based product display on the consumer’s attitude and the underlying mechanism of the effect. Findings The results have demonstrated that self-referencing reality simulation mediates the effect of AR technology on consumers’ product attitude, and the effect is attenuated when the consumers hold quality beliefs rather than taste beliefs or when the product is a luxury brand. Practical implications The current research suggests that managers should develop and adopt AR technology when presenting their products in front of consumers, which can improve consumers’ product attitude. Additionally, emphasizing the taste of target products rather than quality will strengthen the positive effect of AR technology on product attitude. Furthermore, managers of luxury brands should present their products in a traditional way, which induce an exclusive perception rather than using AR technology. Originality/value This paper investigates the underlying mechanism of how AR technology improves consumers’ product attitude and shopping experience, to fill the gap in consumers’ unique experience with AR technology. Furthermore, the moderated effect of consumer beliefs and product difference has also been examined in this study, which attributes to the research of product differentiation.
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Tuu, Ho Huy, Svein Ottar Olsen, and Le Chi Cong. "Patterns of Vietnamese buying behaviors on luxury branded products." Asia Pacific Journal of Marketing and Logistics 29, no. 4 (September 11, 2017): 778–95. http://dx.doi.org/10.1108/apjml-07-2016-0134.
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Purpose The purpose of this paper is to discuss and test the combined effects of openness to experience (OE) and power, and the moderator effects of social norms (SN) and perceived resources on the choice of luxury attributes for branded products in Vietnam. Design/methodology/approach Based on a self-administered survey data of 207 Vietnamese consumers, a structural equation modeling approach for moderator analysis with latent constructs is used to test the hypotheses. Findings OE and power have both direct and interactive positive influences on the choice of luxury product attributes. In particular, the effect of OE is weakened by the negative moderator effect of SN, but the effect of power is strengthened by the positive moderator effect of perceived resources. The inclusion of interactions increases the explained variance of the choice of luxury product attributes from 24.8 to 35.8 percent. Research limitations/implications Future studies would benefit to investigate other personality traits (e.g. extroversion or agreeableness), personal values (e.g. achievement), SN (e.g. descriptive norms) and resources (e.g. time). Practical implications The study findings suggest that brand managers should attend the how individual and social factors interacts in explaining the choice of luxury product attributes. Originality/value This study is the first discussing, testing and finding empirical evidence supporting the combined effects of OE and power on the choice of luxury product attributes as well as moderator effects in these relationships.
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Han, Sang-Lin, and Kihyung Kim. "Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap." Journal of Retailing and Consumer Services 57 (November 2020): 102249. http://dx.doi.org/10.1016/j.jretconser.2020.102249.
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Shantika, Ketut Adi Ananta, and Putu Yudi Setiawan. "PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PERSEPSI NILAI DAN PENGALAMAN TERHADAP NIAT MEMBELI KEMBALI (Studi kasus pada Toyota Avanza di Kota Denpasar)." E-Jurnal Manajemen Universitas Udayana 8, no. 6 (March 10, 2019): 3902. http://dx.doi.org/10.24843/ejmunud.2019.v08.i06.p22.
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Company should consider some factors affects repurchase intention, to increase company’s income. Goal of this research is to knowing the effect of perceived value, experience and customer satisfaction as a cause factor to the repurchase intention. This research applied in automotive product, with brand Toyota Avanza in Denpasar City, Bali – Indonesia. Sample used are 124 respondents, with non-probability method, especially purposive sampling. Data collection did by giving questionnaire through offline and online. Analytic techniques used are Partial Least Square and Sobel Test to testing the mediating effect. Based on this analysis, found that perceived value, experience, and customer satisfaction significantly and positively affects repurchase intention directly, beside that perceived value and experience indirectly affects repurchase intention through customer satisfaction as a mediator. This results shows, better perceived value has by the costumers, better customers’ experiences, better customer satisfaction could increase the intention to repurchase in the future for the same product. This research implies, Toyota-Astra Motor company should adding luxury value to Toyota Avanza, redesigning interior and exterior had by Toyota Avanza, and add some features that can increasing the customers’ intention to repurchasing Toyota Avanza in Denpasar City at the future.
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Shin, Daniel, and Denis Darpy. "Rating, review and reputation: how to unlock the hidden value of luxury consumers from digital commerce?" Journal of Business & Industrial Marketing 35, no. 10 (November 2, 2020): 1553–61. http://dx.doi.org/10.1108/jbim-01-2019-0029.
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Purpose Product ratings and reviews are popular tools to support buying decisions of consumers. Many e-commerce platforms now offer product ratings and reviews as ratings and reviews are valuable for online retailers. However, luxury goods industry is somewhat slow to adapt to the digital terrain. The purpose of this paper is to answer “how luxury consumers see user-generated product ratings and reviews for their online shopping experience and what important factors or values are perceived by the luxury consumers when they shop online?” Design/methodology/approach To understand how luxury consumers use product ratings and reviews before buying online, a survey with a situational set up of variations of rating, review and price options in association with a number of hypothetical luxury goods was conducted among 421 global luxury consumers out of over 6,000 people. The study was carried out from September to October 2018 for six weeks in the form of online and mobile survey. User population is high net-worth individuals or luxury consumers derived from the author’s various professional and social networks and communities. Their geographical coverage would be global, but concentrated around the major cities. Findings The survey shows that ratings and reviews can be important source of information for luxury consumers. Online ratings and reviews are rated as helpful by 76.01% of the participants. People who chose the highly rated one (4.8/5) over the poorly rated (3.7/5) was 86.94%, while all else such as product category, star rating and price range are about the same. Feedback from the open question survey indicates that the perceived helpfulness of rating and review systems could vary. Comparing user reviews is time-consuming because of unstructured nature of contextual reviews and the relative nature of human perception on the rating scale. Research limitations/implications There are two aspects of ratings and reviews playing an important role for luxury consumers’ buying decision. First, it is about helpfulness of collective rating score. Luxury consumers see a user-generated rating score and use the score when they make a choice even if the rating is not an absolute, but relative figure, not exactly like the star rating system in the hotel industry. Second, there is discrepancy between the status of the brand in association with its price position and perceived value as the industry does not cope with classifying their brands in any official star rating system. Practical implications Consumers need compact and concise information about the products they need. When there are only a few potential products left in their short wish-list, full user reviews can be helpful to get more details and general opinions about the products on the short list before making a final decision. In that regard, a primary indicator that will guide through the decision-making process of the luxury consumers would be the trustworthiness of user rating of each product in an aggregated score along with a potential use of sub-ratings, which has to be visible from the product landing page. Originality/value Even if there is a wide use and ubiquitous nature of product ratings and reviews in other consumer products, the author is curious about how luxury consumers use ratings and reviews for their buying decision because there are not that many researches done previously in spite of the importance of this issue. Luxury goods industry has hit €320bn in 2017 according to Bain and Co., and 25% of the trading volume will be replaced by the digital commerce by 2025.
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Üçok Hughes, Mine, Wendy K. Bendoni, and Ekin Pehlivan. "Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers." Journal of Product & Brand Management 25, no. 4 (July 18, 2016): 357–64. http://dx.doi.org/10.1108/jpbm-09-2015-0970.
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Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment. Practical implications This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation. Originality/value To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.
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Seo, Yuri, and Margo Buchanan-Oliver. "Luxury branding: the industry, trends, and future conceptualisations." Asia Pacific Journal of Marketing and Logistics 27, no. 1 (January 12, 2015): 82–98. http://dx.doi.org/10.1108/apjml-10-2014-0148.
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Purpose – The purpose of this paper is to examine the emergence of a global luxury brand industry and discusses previous conceptualisations of luxury brands. In this endeavour, the study illustrates the unique context of luxury consumption, to highlight several developments in extant literature, and to advocate for the advancement of the consumer-centric paradigm of luxury branding. Design/methodology/approach – The study reviews the emergence of a global luxury brand industry, discusses macro-environmental trends that have influenced luxury brand consumption, critically evaluates the existing literature on luxury brands, and offers directions for future research. Findings – The study highlights that luxury brands have emerged as a special form of branding that conveys the unique sociocultural and individual meanings to their adherents. Moreover, it was found that these meanings have been shaped by a number of important cultural, social, and external trends, which call researchers and practitioners to consider the consumer-centric paradigm of luxury branding. Originality/value – The study calls for a shift in the focus from the characteristics of luxury brands per se, and towards phenomenological experiences and socio-cultural influences, in the pursuits to understand what brand luxury conveys in the broader context of post-modern consumer culture. The study offers two distinct areas for future research to address these developments.
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Lee, ChienChing, and Christina Lam. "Curating Authentic Hospitality in a Local Boutique Hotel." Muma Case Review 6 (2021): 001–15. http://dx.doi.org/10.28945/4734.
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Hotel A served the boutique hotel segment. Rather than focusing on market segments in Singapore’s hotel chain scale system, the management decided to offer guests an affordable luxury experience via excellent personalized service while capitalizing on the rich and authentic cultural heritage that the hotel offered in terms of history and design. Although Hotel A had won the Best Hotel Service award three years consecutively, it was getting harder to distinguish itself from other boutique hotels and to align itself with the parent company’s (Company A) strategic long-term goals. Mr. Lim had been the manager of Hotel A for five years. He worked up the ranks, learning the ropes and garnering accolades for best service, and management skills. He had earned the respect of his staff as he empowered his staff, empathized with them and walked the talk. Since December 2019, the world had been reeling from the impact of a global pandemic caused by the coronavirus (COVID-19) which was primarily spread through physical contact and respiratory droplets. Most countries implemented very stringent measures to prevent the disease from spreading within its borders. The luxury boutique hotel category in particular had been negatively affected as the hospitality industry focused on people, personalized services and face to face interactions. One prominent change seen as a result of COVID-19 was a change in consumer behavior, influenced by risk perception (Gössling et al., 2020; Kirk & Rifkin, 2020). Guests became more cautious and concerned about safety and hygiene, preferring less human touch during registration and food delivery, and practiced safe distancing from others (Rittichainuwat & Chakraborty, 2009). Millennials had increasingly become an attractive market segment for the luxury hotel industry as they were not price conscious, preferring to “spend tomorrow’s money” and “spend ahead of income” (Wang, Sun & Song, 2011). Furthermore, as they were digital natives, products and experiences which could satisfy their luxury consumptions could be promoted easily via social media marketing. In August 2020, the Singapore government rolled out a S$45 million SingapoRediscovers campaign where Singaporeans were given S$320 million in tourism credits to drive local spending (Straits Times, August 2020). Mr. Lim is in a dilemma. How can he promote Hotel A as the preferred staycation destination to local Millennials without alienating its more traditional clientele and brand image as a heritage hotel catering to foreigners? How should Hotel A provide personalized service and maintain service quality and satisfaction with safe management measures in place in sync with Millennials’ lifestyle?
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Samanta, Tannistha. "The “Good Life”: Third Age, Brand Modi and the cultural demise of old age in urban India." Anthropology & Aging 39, no. 1 (September 24, 2018): 94–104. http://dx.doi.org/10.5195/aa.2018.208.
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In this piece, I outline the possibility of understanding old age through the lens of cultural gerontology highlighting the intersecting logics of age with consumption, leisure and identity. I argue that with rising affluence and demographic aging, India is poised to experience an emergent cultural movement, the Third Age (Laslett, 1989), wherein access to cultural capital and an active participation in a leisure culture will offer social membership among upper middle class older adults. Using examples from luxury senior housing projects and travel/holiday packages, I reflect how this process of agentic consumerism with a focus on the ideals of youthfulness, choice, self-expression and pleasure is turning the decline narrative (typically associated with “natural” aging) on its head. The success of this market-driven cultural model, I argue, lies in the celebration of a project on the self where the responsibility to “age well” rests with the individual-a key political economy of the neoliberal regime-absolving the state of public provisions and social security. In conclusion, I show how age and political masculinity intersect to create, what I call, Brand Modi- a potent vision of active and age-ambiguous consumer citizenry. Through this construction, I argue, life-stage has been suitably marketed to match the aspirations of a greying cohort marking a new stage in the cultural constitution of age in urban India.
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Sudbury-Riley, Lynn. "Unwrapping senior consumers’ packaging experiences." Marketing Intelligence & Planning 32, no. 6 (August 26, 2014): 666–86. http://dx.doi.org/10.1108/mip-02-2013-0027.
Full textAbstract:
Purpose – The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging. Design/methodology/approach – The study uses qualitative diary research (QDR). Ten seniors recorded all their experiences with packaging over a two-week period. Using a frame narrative that views ageing as multidimensional, diary entries uncover rich data that goes beyond physical age-related issues. Findings – In addition to physical problems with packaging, older adults experience psychological frustration and feelings of alienation. Social implications of dependence on others are also discovered, despite many being purchasers of up-market luxury products. Research limitations/implications – The study is exploratory and due to its qualitative methodology findings cannot be generalised to the wider population. Nevertheless it provides a starting point for future research into packaging and senior consumers. Practical implications – The study has implications for all managers who participate in planning and designing brand packaging and calls for them to work more closely with ergonomics and design professionals in order to better plan for the needs of a large and growing sector of the population. Social implications – Findings suggest that the basic need to feed oneself is hampered by some packaging, which of course is detrimental to the quality of life of older adults. Originality/value – Few studies consider packaging and older consumers and this is particularly true in the marketing literature. This is the first study to use QDR in this context, and as such has several advantages over recall studies. The study also makes a contribution to knowledge pertaining to vulnerable consumers.
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Codignola, Federica. "Luxury Fashion Brands and Furniture Design: Investigating Strategic Associations." European Scientific Journal, ESJ 14, no. 4 (February 28, 2018): 44. http://dx.doi.org/10.19044/esj.2018.v14n4p44.
Full textAbstract:
The recent phenomenon of the modest growth in the personal luxury goods market has created an urge to face difficulties through innovative brand and marketing communication strategies. This paper examines the potentialities of strategic associations between luxury fashion brands and furniture design. The research question to be here examined is whether synergies with furniture design can represent possible innovative strategic instruments useful to compete in the global sector of the luxury fashion industry. To do so, this paper firstly examines the congruencies and the existent associations between fashion and design. Secondly, it compares luxury fashion brands with the specific furniture design market in order to verify whether and how such inter-sectoral convergence may effectively produce fluxes of value. Results indicate that the association between luxury fashion brands and collectible furniture design in particular is the most fruitful. The value of luxury brands is enhanced and consumers are provided at the same time with innovative and creative luxury experiences.