The drivers of desirability in scarcity marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tser Yieth Chen ◽  
Tsai Lien Yeh ◽  
Ya Jou Wang
Keyword(s):  
Social Status ◽  
Structural Equation ◽  
Equation Modeling ◽  
Limited Time ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Content Type ◽  
Practical Applications ◽  
Empirical Results ◽  
Perceived Social Status

PurposeMarketers make an effort to affect consumers through scarcity marketing thus shaping the perception of scarcity and creating desirability for consumers. To expand the scarcity-expensiveness-desirability model and to enhance insights for practical applications, this study modifies the causal relationship among two types of scarcity, three types of expansiveness and desirability.Design/methodology/approachThis study surveyed 400 Taipei city residents who had purchase experience with luxury brands products in Taiwan. The study employed structural equation modeling as empirical analysis.FindingsThe empirical results show that limited-quantity scarcity main influences perceived social status and then affects desirability. The second path is that limited-quantity scarcity influences perceived uniqueness and then affects desirability. Therefore, perceived social status and perceived uniqueness dominate the majority of effects on desirability because they are the recognition of the individual compared to others, especially when applied to luxury goods.Practical implicationsBecause limited-quantity scarcity has a greater impact on desirability than limited-time scarcity in the empirical results, marketers can adopt limited-quantity scarcity messages that are better than limited-time scarcity, to increase consumers’ desire to purchase luxury goods.Originality/valueThe first novelty of this study is dividing scarcity marketing into limited-quantity and limited-time scarcity in the scarcity-expensiveness-desirability model. This study extends expensiveness in the scarcity-expensiveness-desirability model with a complete demonstration, that is, perceived social status, perceived uniqueness and perceived value, which is the second novelty of this study.

The influence of personality and social traits on the importance of brand design of luxury brands and brand loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amirreza Konjkav Monfared ◽  
Arefeh Mansouri ◽  
Negar Jalilian
Keyword(s):  
Data Analysis ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Analysis Data ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Content Type ◽  
Social Traits ◽  
Need For Uniqueness ◽  
Luxury Products

PurposeBuyers of luxury clothing products usually place great importance on design because they can satisfy their personal needs. However, the underlying motivation for buying luxury products has not been fully understood. Therefore, identifying the factors influencing the choice of luxury products and brand loyalty can provide useful information to a better understanding of the customers' needs of these brands. In fact, in this article, we are trying to determine how personality traits (including the need for uniqueness and self-monitoring) and social traits (including self-expression and self-presentation) influence the importance of design and brand loyalty.Design/methodology/approachA questionnaire was used to collect data. The questionnaire was answered by 386 buyers of luxury clothing brands in Iran. Structural equation modeling was also used for data analysis. Data were analyzed by SPSS 19.0 and AMOS 24.0 software.FindingsThe results of this study show that people who need to be unique pay more attention to the specific designs by expressing their self-expression in their surrounding community, while self-monitors seek acceptance in the community by using common designs. Finally, the results show that the importance of design reduces customer loyalty to the brand.Originality/valueTo the best of the authors' knowledge, this study is the first one to investigate the effect of personality and social traits on the importance of luxury clothing design and brand loyalty using statistical data analysis tools in Iran.

The young luxury consumer in Qatar

2017 ◽  
Vol 18 (4) ◽  
pp. 393-407 ◽  
Author(s):  
Dalia Abdelrahman Farrag
Keyword(s):  
Peer Influence ◽  
Structural Equation ◽  
Quantitative Research ◽  
Fine Tuning ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Gulf Region ◽  
Content Type ◽  
Factors Influencing ◽  
Depth Interviews

Purpose This study aims to examine the factors influencing Qatari youth’s attitude toward luxury brands and intentions to purchase luxury brands. The appetite for luxury spending in the Gulf region and specifically in Qatar is accelerating even with the fall in oil prices and faltering economic growth. Design/methodology/approach Both qualitative research in the form of in-depth interviews and quantitative research in the form of survey were utilized in this study. Initially, eight in-depth interviews were conducted with luxury store owners and/or salespersons to identify the most important factors influencing attitude toward luxury brands. Furthermore, 330 Qatari respondents between the ages from 16 to 25 years were interviewed via a mall-interception method at two different malls with high-end/ luxury stores in Doha. Structural equation modeling using AMOS was run to analyze the hypothesized relationships between variables and test the model fit. Findings The findings indicated the overall fitness of the model. More specifically, the results indicated that fashion involvement, brand consciousness, social comparison and experiential needs have a significant impact on attitude toward luxury brands and consequently on their purchasing intentions. Research limitations/implications This study has several limitations. A more comprehensive framework can be proposed including more variables that may also influence the attitude of youth toward purchasing luxury, for example, brand prominence, vanity and functional value. Comparative studies across demographics (e.g. male vs female and adult vs young luxury buyers) as well as across different cultures and countries can also provide interesting insights related to luxury purchasing behavior among youth. Developing a typology for Qatari luxury consumers can also be very insightful, specifically for supporting brand owners in fine-tuning their marketing and targeting strategies. Finally, other moderating variables like influence of social media or peer influence can also be considered in future studies. Originality/value The study sheds light on a significantly important and emerging phenomenon; the increasing consumption of luxury in the gulf region and specifically in Qatar in an attempt to understand the main drivers to their attitude toward luxury brands in general.

Luxury goods and their counterfeits in Sub-Saharan Africa: a conceptual model of counterfeit luxury purchase intentions and empirical test

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Charmant Sengabira Ndereyimana ◽  
Antonio K.W. Lau ◽  
Dana-Nicoleta Lascu ◽  
Ajay K. Manrai
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Empirical Test ◽  
Academic Research ◽  
Purchase Intentions ◽  
Sub Saharan Africa ◽  
Equation Modeling ◽  
Luxury Goods ◽  
Content Type ◽  
Sub Saharan

PurposeHeeding the call for insights into the Sub-Saharan African international marketing context, this study aims to empirically examine consumers' desires and motivations for buying counterfeit luxury goods. It examines influences on consumers' attitudes and purchase intentions related to counterfeit luxury goods in Rwanda, one of Sub-Saharan Africa's fastest-growing economies and growing luxury markets, developing and testing a model examining the effect of social context on personal attributes, providing evidence on economic and social-status factors as drivers for counterfeiting.Design/methodology/approachThe data were collected using an online survey administered in Rwanda to consumers who had previously purchased luxury goods and counterfeits. A total of 312 valid responses were analyzed using structural equation modeling.FindingsThis study found that normative and informational influences had a positive effect on Rwandan consumers' attitude toward purchasing counterfeit luxury products, with attitude influencing purchase intentions directly and indirectly, through mediating variable desire for status or through value consciousness and desire for status.Originality/valueThe study contributes to academic research − one of the first empirical studies to examine consumers' desires and motivations for buying counterfeit luxury goods in Sub-Saharan Africa, providing insights that benefit scholars and practitioners seeking to better understand a market where more than half of the world's fastest economies are located.

A Latent Deprivation Perspective: Mechanisms Linking Volunteering to Mental Health in Later Life

2020 ◽  
pp. 009141502095976
Author(s):  
Jie Yang ◽  
Christina Matz
Keyword(s):  
Mental Health ◽  
Depressive Symptoms ◽  
Social Status ◽  
Structural Equation ◽  
Negative Relationship ◽  
Purpose In Life ◽  
Equation Modeling ◽  
Future Research ◽  
Volunteer Work ◽  
Perceived Social Status

This study tests the hypothesis that the latent deprivation model (LDM) can be extended to volunteer work, by exploring the extent to which two potential latent benefits of volunteer work—purpose in life and perceived social status—mediate the negative relationship between volunteerism and mental health (measured as depressive symptoms). Structural equation modeling with the full-information maximum likelihood (FIML) was adopted to model a sample of 5887 respondents from the Health and Retirement Study (HRS). The outcome was depressive symptoms; the independent variable was volunteering; and the mediators were “purpose in life” and “perceived social status.” Findings show that purpose in life and perceived social status partially mediated the relationship between volunteering and depressive symptoms, with purpose in life having a more substantial effect than perceived social status. Implications for future research and practice are also discussed.

Experience and attitude towards luxury brands consumption in an emerging market

2020 ◽  
Vol 32 (5) ◽  
pp. 909-936 ◽  
Author(s):  
Deepika Jhamb ◽  
Arun Aggarwal ◽  
Amit Mittal ◽  
Justin Paul
Keyword(s):  
Structural Equation ◽  
Emerging Market ◽  
Equation Modeling ◽  
Western World ◽  
Luxury Brands ◽  
Negative Experience ◽  
Content Type ◽  
Luxury Products ◽  
Northwest Region ◽  
Post Purchase

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.

Constructing generational identity through counterfeit luxury consumption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sameeullah Khan ◽  
Asif Iqbal Fazili ◽  
Irfan Bashir
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Buying Behavior ◽  
Luxury Consumption ◽  
Content Type ◽  
Generational Identity ◽  
Public Self Consciousness

Purpose This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective. Design/methodology/approach The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses multi-item measures from the extant literature and uses the structural equation modeling technique to test the proposed hypotheses. Findings The findings reveal when millennials have a self-defining relationship with their generation, they tend to internalize the generational norm pertaining to counterfeit luxury consumption. Millennials’ counterfeit related values: market mavenism, postmodernism, schadenfreude and public self-consciousness contribute to their generational identity. Moreover, market mavenism, cool consumption and public self-consciousness establish counterfeit luxury consumption as a generational norm. Practical implications The findings of this paper suggest that the expertise and influence of market mavens can be used to deter counterfeit consumption. Moreover, luxury brands must communicate a cool image to offset the rebellious image of counterfeits. Further, from a standardization versus adaption standpoint, the generational perspective allows for the standardization of anti-counterfeiting campaigns. Originality/value The paper makes a novel contribution to the counterfeiting literature by demonstrating that millennials pursue counterfeit luxury brands when they pledge cognitive allegiance to their generation. The paper, thus, extends the identity perspective of counterfeit luxury consumption to group contexts. The authors also test and validate the role of descriptive norms in group contexts by introducing the construct generational norm to counterfeiting literature.

Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Ra Joo ◽  
Hye-Young Kim
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Brand Attachment ◽  
Content Type ◽  
Positive Effects ◽  
Relational Outcomes ◽  
Intentional Agents

PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.

Do luxury brands successfully entice consumers? The role of bandwagon effect

2017 ◽  
Vol 34 (4) ◽  
pp. 498-513 ◽  
Author(s):  
Shayan Shaikh ◽  
Aneela Malik ◽  
M.S. Akram ◽  
Ronika Chakrabarti
Keyword(s):  
Personality Traits ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Need For Uniqueness ◽  
The Relationship

Purpose The purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the effects of consumers’ interdependent and independent orientations on their personality traits, such as conformity, need for uniqueness and status consumption, which in turn affect their bandwagon luxury brand consumption. Design/methodology/approach A paper-based survey method is used to collect data from more than 400 Pakistani consumers indulging in bandwagon luxury brand consumption. The model is estimated through structural equation modeling. Findings The results show that individuals’ personality traits significantly affect their bandwagon luxury brand consumption. Further, the results suggest that the relationship between individuals’ interdependent/independent orientation and bandwagon luxury brand consumption is partially/fully mediated by their personality traits. Research limitations/implications These findings offer insights into consumers’ perceptions about bandwagon luxury brand consumption and provide useful managerial implications for the managers/marketers to build reputable luxury brands. Originality/value This research contributes to the literature by investigating the mediating role of consumers’ personality traits in the relationship between their interdependent/independent orientation and bandwagon luxury brand consumption behavior. There is scant literature on bandwagon luxury brand consumption, especially in the context of collectivistic society where the proposed framework has been empirically tested.

Luxury brands join hands: building interactive alliances on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lini Zhang ◽  
Haidong Zhao ◽  
Brenda Cude
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Content Type ◽  
Fashion Brand ◽  
Media Interaction ◽  
New Perspective

PurposeThis study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty to luxury fashion brands as a category.Design/methodology/approachSoJump (a leading data collection company in China) launched an online survey to collect data from Chinese luxury fashion brand consumers. Structural equation modeling (SEM) was conducted to analyze data from the random sample of 308 Chinese luxury fashion brand consumers.FindingsThe findings of this study demonstrated that social media interaction had direct positive influences on three stages of the luxury fashion brand decision-making process – knowledge, affection and loyalty – but not purchases. The results also empirically confirmed that consumers' response to social media interaction follows the cognition-affect-conation sequential process presented in the HOE model.Practical implicationsThis study not only provides a new perspective for researchers to investigate the impacts of interactive social media marketing on purchase decision-making in the luxury fashion brand category but also underpins the importance of building interactive alliances for luxury brands to increase consumers' knowledge of, affection for, purchases in and loyalty to the luxury fashion brand category.Originality/valueThis study is among the first to investigate whether social media interactions with luxury fashion brands as a category influence consumers' knowledge of, affection for and loyalty to that category. In addition, this study is the first attempt to explore whether social media interactions can directly influence consumers' luxury fashion brand purchases.

Exploring political skill and deception

2016 ◽  
Vol 36 (3/4) ◽  
pp. 138-156 ◽  
Author(s):  
Jeffrey A. Clements ◽  
Randy Boyle ◽  
Jeffrey G. Proudfoot
Keyword(s):  
College Students ◽  
Structural Equation ◽  
Political Skill ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Practical Applications ◽  
Wide Range ◽  
Motivational Influences ◽  
The Individual

Purpose – The purpose of this paper is to explore and develop a model which examines the effects of political skill on an individual’s intent to deceive. Design/methodology/approach – Data were obtained through a survey research design (n=273). The sample consisted of college students. A covariance-based structural equation modeling approach was used to analyze the data. Findings – Individual’s with high levels of political skill had more deception confidence and less deception guilt. Increased deception confidence was shown to be positively related to perceptions of deception success which is turn is positively associated with deception intent. The factors duping delight and deception guilt were also found to be related to deception intent. Research limitations/implications – This research furthers deception research by using a strong behavioral framework to determine the motivational influences on an individual’s politically motivated intent to deceive. In doing so, this research identifies factors which contribute to the general understanding of politically motivated deception intent. However, caution must be applied when making external generalizations outside of the sample of college students. Practical implications – There are practical applications to this research as well. In general those who are highly politically skilled seem to have a stronger intention to deceive. At best, these findings can begin to contribute to the understanding of who we can trust and who we should be wary of. At worst, these findings can help us know who we should turn to when we need to deceive and manipulate others without them catching on. Perhaps this is why we love the rock-star politicians on the side of the isle but loathe the rock-star politicians on the other side of the isle. If we are able to assess the level of political skill in our friends, co-workers, bosses, politicians, etc., we may be keener in picking up on the signals of deception. Social implications – One final area of future research which can build on the concepts presented in this study is the area of social and political power at the macro level. Though the focus of this study is the individual, it is possible that political skill and deceptive communications play an important part of power relationships in wide range of stable institutional systems. Future research should examine to what extent an individual’s political skill and deception abilities can influence society at large. Originality/value – This research extends research on political skill as it explores the effect of political skill in a new context. This research identifies an important facet of why some individuals are better able than others to successfully deceive and may help explain some of the variability in the inability to consistently detect deception efforts.

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