Luxury Brand Outsiders: Understanding the Success of British and American Luxury Brands

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

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Is it love or just like? Generation Z’s brand relationship with luxury

Journal of Product & Brand Management ◽

10.1108/jpbm-08-2020-3049 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Hyunju Shin ◽

Jacqueline Eastman ◽

Yuan Li

Keyword(s):

Luxury Brands ◽

Generational Cohort ◽

Brand Relationships ◽

Research Attention ◽

Content Type ◽

Luxury Brand ◽

Luxury Branding ◽

Generation Z ◽

Brand Relationship ◽

High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

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The Relative Importance of the Different Relationship Platforms (Physical and Virtual) in the Consumer Experience of Luxury Brands

Advances in Marketing, Customer Relationship Management, and E-Services - Global Marketing Strategies for the Promotion of Luxury Goods ◽

10.4018/978-1-4666-9958-8.ch007 ◽

2016 ◽

pp. 133-154

Author(s):

Paola Peretti ◽

Mohanbir Sawhney

Keyword(s):

The Other ◽

Relative Importance ◽

Luxury Brands ◽

Consumer Experience ◽

Physical Relationship ◽

Luxury Brand ◽

Luxury Branding ◽

Other Hand ◽

Consumer Experiences ◽

The One

Managing luxury brands nowadays is complex (Wiedmann & Hennigs, 2012). On the one hand, luxury brands built their development through a strategic use of physical relationship platforms, making the customer experience inside points of sale an indispensable element for their growth. On the other hand, over the past 10 years, we have seen leading global luxury brands embrace virtual platforms in various ways to re-imagining consumer experiences. Blending these new elements can present challenges. The purpose of this chapter is to understand the relative importance of the different relationship platforms (physical and virtual) in the consumer experience of luxury brands and how has it changed. Results are able on the one hand to expand the theory of luxury branding and on the other hand to highlight some key implications for luxury brand managers.

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Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences

Building Consumer-Brand Relationship in Luxury Brand Management - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-7998-4369-6.ch005 ◽

2021 ◽

pp. 86-107

Author(s):

Esra Arıkan

Keyword(s):

Brand Experience ◽

Luxury Brands ◽

Brand Relationships ◽

Luxury Brand ◽

Relational Outcomes ◽

Luxury Market

The extant research highlights that the strength of consumer-brand relationships is very much shaped by consumers' experiences with brands. Given the inherent characteristics of luxury brands, it is no surprise that luxury consumers expect much more intense experiences, and thus the delivery of a superior brand experience is a necessity in the luxury market. Therefore, both marketing scholars and brand managers in the luxury market need to acknowledge the power of brand experiences as a way to strengthen consumer-brand relationships. However, despite the need for a deeper understanding of brand experience in the context of luxury brands, still much remains unknown regarding the factors that can be used to enhance brand experience. Building on this gap in the literature, this chapter investigates the relational outcomes of brand experience and subsequently discusses the various drivers that luxury brands can use to enhance luxury brand experience and thus develop stronger consumer-brand relationships.

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Inconspicuous Luxury Consumption

Building Consumer-Brand Relationship in Luxury Brand Management - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-7998-4369-6.ch004 ◽

2021 ◽

pp. 65-85

Author(s):

Aslı Tolunay Kuşçu

Keyword(s):

Theoretical Framework ◽

Value Proposition ◽

Luxury Brands ◽

Luxury Consumption ◽

Luxury Goods ◽

Economic Changes ◽

Luxury Brand ◽

Complex Development ◽

Managerial Implications ◽

Luxury Products

With luxury consumption still growing fast despite various challenges such as increasing competition, rise in rental luxuries, and in counterfeits, luxury brands are challenged with an additional and complex development: consumers' interest towards inconspicuous luxury products. Being one of the major characteristics of luxury goods, conspicuousness is losing its value among some luxury shoppers necessitating a new definition for luxury and a new value proposition for luxury brands. This chapter initially provides a review on luxury and on the different motivations that determine luxury consumption. Next, socio-economic changes that trigger the shift from conspicuous to inconspicuous luxury consumption is examined briefly. And finally, a discussion on why inconspicuous consumption is valued by consumers is followed by a theoretical framework on the motivations for inconspicuous luxury brand usage. The chapter then concludes with theoretical and managerial implications.

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How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension

Business Horizons ◽

10.1016/j.bushor.2008.11.001 ◽

2009 ◽

Vol 52 (2) ◽

pp. 187-197 ◽

Cited By ~ 42

Author(s):

Mergen Reddy ◽

Nic Terblanche ◽

Leyland Pitt ◽

Michael Parent

Keyword(s):

Brand Extension ◽

Luxury Brands ◽

Luxury Brand

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Consumer Meaning Making: The Meaning of Luxury Brands in a Democratised Luxury World

International Journal of Market Research ◽

10.2501/ijmr-2013-036 ◽

2013 ◽

Vol 55 (3) ◽

pp. 391-412 ◽

Cited By ~ 28

Author(s):

Liselot Hudders ◽

Mario Pandelaere ◽

Patrick Vyncke

Keyword(s):

Large Scale ◽

Meaning Making ◽

Well Being ◽

Luxury Brands ◽

Luxury Brand ◽

Brand Meaning ◽

Individual Difference Variables ◽

Consumer Perspective ◽

Universal Definition ◽

Definition Of

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).

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Exploring luxury brand country of origin impact on purchasing behaviors in India

Asia-Pacific Journal of Business Administration ◽

10.1108/apjba-11-2014-0129 ◽

2015 ◽

Vol 7 (3) ◽

pp. 216-236 ◽

Cited By ~ 5

Author(s):

Don Schultz ◽

Varsha Jain

Keyword(s):

Qualitative Study ◽

Web Sites ◽

Country Of Origin ◽

Luxury Brands ◽

Cue Utilization ◽

Content Type ◽

Luxury Brand ◽

Indian Consumers ◽

Luxury Products ◽

Two Phases

Purpose – Luxury brands’ marketing efforts have traditionally focussed on developed nations since that has comprised the majority of consumer demand. However, double-digit growth in developing nations such as India and China, have attracted the attention of most luxury brand managers. Using cue utilization theory, the authors conducted a qualitative study in two phases comprised of first, focus group discussions (FGD), structured observations (SO) and second, In-Depth Interviews (IDI) to understand the effects of country of origin (COO) on Indian consumers’ current day purchasing behaviors with luxury products. The paper aims to discuss these issues. Design/methodology/approach – Using cue utilization theory, the authors conducted a qualitative study in two phases comprised of first, FGD, SO and second, IDI to understand the effects of COO on Indian consumers’ current day purchasing behaviors with luxury products. A conceptual framework has been developed that should help luxury brands formulate marketing strategies for this booming market. Findings – Further, this study found that COO affects the exploration of luxury brands and this process is carried out digitally and primarily with friends. Luxury brand managers can insert detailed information about COO on web sites and can understand the keywords used in the search engines to facilitate consumers using appropriate consideration data. This research also found that COO is compared on the basis of quality, features and innovation. Research limitations/implications – The results of this study are only from one emerging country, i.e., India. Similar studies should be carried out in other emerging nations. Additionally, developed countries can also carry out comprehensive research in this domain as their behavior is also changing for COO and luxury brands. Originality/value – This insight can be used by the brand managers and they can develop apps and web sites that would help the consumers to compare the COO for their products. Additionally, this research found that COO helps the luxury consumers to evaluate the brands and how they associate it with consumer images. Luxury brand managers need to be conscious when their countries products/ brands have been rated low by the consumers as it could result in consumers simply discarding them from their consideration set.

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SNS use leads to luxury brand consumption: evidence from China

Journal of Consumer Marketing ◽

10.1108/jcm-09-2019-3398 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Wangshuai Wang ◽

Nuoya Chen ◽

Jie Li ◽

Gong Sun

Keyword(s):

Social Networking Sites ◽

Design Methodology ◽

Empirical Studies ◽

Luxury Brands ◽

Daily Lives ◽

Content Type ◽

Luxury Brand ◽

Chinese Consumer ◽

Consumer Data ◽

Psychological Mechanism

Purpose Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap. Design/methodology/approach Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship. Findings From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets. Originality/value This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.

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