Understanding the Luxury Brand Consumer

Author(s):  
Natalie A. Mitchell ◽  
Christine Kowalczyk

The definition of luxury brands has been long debated among marketing scholars; however, understanding how consumers perceive luxury is important too. This research presents a new framework that includes antecedents reflecting external and internal points of reference, luxury accessibility levels that ultimately impact consumer behavior toward luxury brands. It is understood that consumers have different lived experiences and may also have access to different goods in the marketplace. Hence, the proposed framework contributes to the luxury marketing literature by highlighting these important antecedents which induce various perceptions of luxury. Three propositions are presented to summarize the framework, which also supports future research aims.

2013 ◽  
Vol 55 (3) ◽  
pp. 391-412 ◽  
Author(s):  
Liselot Hudders ◽  
Mario Pandelaere ◽  
Patrick Vyncke

The nature of luxury is constantly changing and this makes it difficult to formulate a universal definition of luxury brands. The current paper aims to enrich the understanding of luxury brand meaning from a consumer perspective. In particular, this paper investigates consumers' perceptions of luxury brands based on the extent to which they associate various attributes to luxury brands. A large-scale survey in the Flemish part of Belgium reveals three facets of luxury brand meaning: an expressive facet that refers to the exclusivity of luxury brands, an impressive-functional facet that refers to premium quality and an impressiveemotional facet that refers to extraordinary aesthetic aspects. In addition, the current study distinguishes three consumer segments (i.e. impressive, expressive and mixed segment) that differ from each other for the importance they attach to these facets of luxury brand meaning. The impressive segment associates luxury brand meaning with both impressive-functional and impressive-emotional facets, while the expressive segment associates luxury brand meaning with the expressive facet, rather than with impressive facets. The third segment, mixed group, thinks both expressive and impressive facets of luxury brand meaning need to be present before a brand can be categorised as luxury brand. In addition, the current study extends previous segmentations by providing a detailed profile of the segments. In particular, this study shows that the views are differentially related to both individual difference variables and various aspects of individual well-being (i.e. self-esteem and negative affect).


2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brano Glumac ◽  
François Des Rosiers

PurposeAutomated valuation models have been in use at least for the last 50 years in both academia and practice, while automated valuation recently re-emerged as very important with the rise of digital infrastructure. The current state of the art, therefore, justifies the dual contributions of this paper: organising existing knowledge and providing a new framework.Design/methodology/approachThis paper provides much-needed analysis and synthesis of the accumulated body of knowledge by proposing an updated classification of automated valuation approaches based on two criteria, and a taxonomy adapted to new trends. The latter requires a paradigm shift from models to automated valuation systems. Both classification and taxonomy arose after literature review.FindingsThis paper provides a framework for an explicit context under which automated valuation is carried out. To do so, authors propose a definition of automation valuation systems; contextualise the differences among theories, approaches, methods, models and systems present in automated valuation and introduce a classification of automated valuation approaches and a non-hierarchical taxonomy of automated valuation systems.Research limitations/implicationsPerhaps, a systematic literature review process instead of a selective list of 100 references could additionally validate the proposed classification and taxonomy.Practical implicationsThe new framework, underlying various dimensions of the automated valuation process, can help practitioners surpass judging models based purely on their predictive accuracy. Also, the automated valuation system is a more generic term that can better accommodate future research coming from a multitude of disciplines, more diverse business areas and enlarged variety of practical users.Originality/valueThis is the first paper that develops a taxonomy of automated valuation systems.


2020 ◽  
Vol 78 (2) ◽  
pp. 515-528
Author(s):  
Eric R. Rosin ◽  
Drew Blasco ◽  
Alexander R. Pilozzi ◽  
Lawrence H. Yang ◽  
Xudong Huang

As the most common form of senile dementia, Alzheimer’s disease (AD) is accompanied by a great deal of uncertainty which can lead to fear and stigma for those identified with this devastating disease. As the AD definition evolves from a syndromal to a biological construct, and early diagnoses becomes more commonplace, more confusion and stigma may result. We conducted a narrative review of the literature on AD stigma to consolidate information on this body of research. From the perspective of several stigma theories, we identified relevant studies to inform our understanding of the way in which implementation of the new framework for a biological based AD diagnosis may have resulted in new and emerging stigma. Herein, we discuss the emergence of new AD stigma as our understanding of the definition of the disease changes. We further propose recommendations for future research to reduce the stigma associated with AD.


2015 ◽  
Vol 27 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Yuri Seo ◽  
Margo Buchanan-Oliver

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.


2015 ◽  
Vol 10 (2) ◽  
pp. 89-102 ◽  
Author(s):  
Srikant Manchiraju ◽  
Zlatan Krizan

Abstract Materialism is defined as the importance an individual attaches to worldly possessions, which has been considered as an important construct in consumer behavior and marketing literature. There are two dominant perspectives on individual materialism in the marketing literature that focus on (1) personality traits or (2) individual personal values. However, several scholars have questioned the aforementioned materialism conceptualizations. Therefore, the present study directly compares the constructs of personality materialism and value materialism. Structural equation modeling was employed to address the following issues: (1) what are the key conceptual dimensions of materialism, (2) how much do they overlap, and (3) what is their discriminant validity in predicting outcomes linked to materialism. We suggest these two dominant perspectives on individual materialism are two distinct constructs, as they shared only 21 percent of common variance. Furthermore, we stress the multi-faceted nature of materialism, with an emphasis on future research directions related to materialism in marketing.


2017 ◽  
Vol 26 (5) ◽  
pp. 516-527 ◽  
Author(s):  
Areti T. Vogel ◽  
Kittichai Watchravesringkan

Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another. Design/methodology/approach Using a scenario inspired by a lawsuit involving admitted copying practices, this study used a one-way (time of product introduction: the traditional luxury brand launches the product design before the neo-mass luxury brand vs the neo-mass luxury brand launches the product design before the traditional luxury brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand preference. Findings Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage in imitation practices more negatively than neo-mass luxury brands that do so. Research limitations/implications This research provides a deeper understanding of consumer response to imitation practices, along with managerial insight for luxury brands operating in that sphere. Limitations and future research directions are also offered. Originality/value This study appears to be one of the first to investigate imitation practices by using stimuli inspired by a copycat case, and one of few that assesses consumer evaluations of imitation by existing brands.


2011 ◽  
Vol 42 (2) ◽  
pp. 27-34 ◽  
Author(s):  
M. Reyneke

While branding is an area that is extensively studied in the marketing literature, there is a noticeable lack of attention to the study of luxury brands, and even more so from an online perspective. In this exploratory study, we make use of the content analysis software Leximancer to comprehend the consumer feedback around conversations about luxury brand ads posted online.We study consumer comments posted on YouTube around three different luxury brands and analyse these comment in order to find meaning among the large volume of consumer discussion. We attempt to shed some light on how these conversations can be tracked and interpreted in order to gain valuable insight into the consume's role in advertising through discussing the ads for well known luxury brands that were chosen for this study and the subsequent reactions to them. We go on to discuss the Leximancer tool that can be used for deciphering and interpreting the consumer conversations surrounding these ads and the results of the analysis. We conclude by acknowledging the limitations of this methodology, identifying implications for managers, and suggesting avenues for future research.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wonbae Pang ◽  
Jisu Ko ◽  
Sang Jin Kim ◽  
Eunju Ko

PurposeThe COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides implications for future fashion marketing and merchandising strategies.Design/methodology/approachThis study analyzed post-pandemic consumption trends by obtaining luxury brand sales data from the Korea National Statistical Office and department stores. Moreover, it investigated luxury consumption fluctuation after the pandemic and statistically analyzed the characteristics of luxury consumers by customer level (CL) that affected sales.FindingsThe results of the study showed that offline (online) clothing consumption at mass markets has decreased (increased) since the pandemic, whereas sales of luxury fashion brands at offline department stores have grown. Moreover, the in-depth analysis showed a significant sales decline (increase) for clothing-centered (leather-centered) luxury brands.Practical implicationsIf such a trend in luxury brand consumption continues, current polarization is expected to be maintained. Therefore, the study’s findings can be used as basic data in strengthening luxury brands and planning products.Originality/valueThis is the first work to undertake a comparative study of fashion consumer behavior, before and after the pandemic, involving the mass and luxury markets in South Korea.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rehan Husain ◽  
Taab Ahmad Samad ◽  
Yusra Qamar

PurposeThis study aims to identify the present research trends and streamline future research possibilities in luxury brands by a systematic review of the existing literature.Design/methodology/approachA portfolio of 552 articles published between 1996 and 2020 in the luxury brands domain is collected from the Scopus database and analyzed using an integrated approach comprising bibliometric and content analyses.FindingsA comprehensive review of the available literature was done by identifying emerging topics, keywords and research themes. The study's findings indicate that the luxury brand is an exponentially growing theme; seven representative research clusters are identified and analyzed.Originality/valueThis study enriches the literature of luxury brand by presenting a holistic view of the academic literature using an integrated research methodology comprising bibliometric and content analysis techniques.


Author(s):  
Endy Gunanto ◽  
Yenni Kurnia Gusti

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.


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