Consumer-brand relationships in step-down line extensions of luxury and designer brands

2014 ◽  
Vol 18 (2) ◽  
pp. 145-168 ◽  
Author(s):  
Kamilla Hanslin ◽  
Anne Rindell
Keyword(s):  
Product Category ◽  
Research Approach ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Content Type ◽  
Luxury Brand ◽  
Line Extensions ◽  
Brand Relationship ◽  
Step Down

Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury brands. The study is positioned within fashion industry. Design/methodology/approach – A qualitative research approach is adopted analyzing data from 13 open consumer interviews. Photo collages of luxury brands and their step-down line extension logos were used as inspiration for informants in the interviews. Findings – Findings show that consumer-brand relationships mostly follow earlier identified consumer-brand relationships. However, five new relationship types (status, inspirational, impulse, rewarding and turncoat) are identified. All but status relationships can be generalized also to other contexts than the luxury brand context. Research limitations/implications – The study advances the understanding of luxury products and their step-down line extensions from a consumer perspective. However, due to the exploratory nature of the study the data are limited. Practical implications – This study showed that step-down line extensions are not perceived as that important that they could not be replaced with another brand in the same product category. Informants often preferred step-down line extensions to parent brands due to their more suitable design, even when the informant was hypothetically asked if the opinion would change if economic issues were not a restraint. Managers are encouraged to analyze their brands based on a brand-relationship approach. Originality/value – The study uses the concept consumer-brand relationship as a new way to understand how consumers relate to line extensions in a luxury brand context. The approach is novel.

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

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.

scholarly journals Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

2015 ◽  
Vol 32 (6) ◽  
pp. 405-421 ◽  
Author(s):  
Cleopatra Veloutsou
Keyword(s):  
Brand Loyalty ◽  
Strong Predictor ◽  
Product Category ◽  
Brand Relationships ◽  
Moderator Effect ◽  
Content Type ◽  
Probabilistic Sampling ◽  
Brand Relationship ◽  
Big City ◽  
As Relationship

Purpose – This paper aims to examine whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables. Existing research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, recently, there is a growing stream of research indicating that the brands are not only facilitating transaction but companies can also use them to develop and maintain links with their customers. The exploration of the role of brands in the development of bonds with the customers is still very limited. Design/methodology/approach – Data were collected from 189 women who are using lipstick in Glasgow, Scotland. Respondents were asked to answer a questionnaire keeping in mind their preferred brand. Findings – The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also suggested that brand relationship does not moderate the relationship between brand trust, satisfaction and brand loyalty, but it mediates the link amongst these constructs. Research limitations/implications – One product category was examined. The data were collected from females in a big city with non-probabilistic sampling. Most of the respondents were younger consumers, who may have different behavior compared to older consumers. Practical implications – Managers are constantly looking for ways to increase brand loyalty. They need to appreciate the importance of consumer engagement with their brand through positive brand relationships. Therefore, they need to try to develop brand identities and project brand images that will make the brands look as appealing to the consumers as relationship partners. Originality/value – This paper supports the view that brands are not only facilitating transactions but can also develop and maintain links with their customers, especially engaged customers, and the exploration of these bonds is still limited. This paper is adding to the literature on brand engagement and brand relationships from a quantitative perspective and is contributing to theory building, as there is no clear theoretical view on whether the brand relationship has a direct effect, i.e. either mediates or moderates the link between these variables.

The impact of gender on the evaluation of vertical line extensions of luxury brands: a cross-national study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jean Boisvert ◽  
Nicholas Jeremy Ashill
Keyword(s):  
Purchase Intentions ◽  
Vertical Line ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Line Extensions ◽  
Line Extension ◽  
Study Results ◽  
The Impact ◽  
Cross National

Purpose The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The topic of brand/line extensions has been investigated in the mainstream branding literature. On the other hand, the topic has received less attention in the luxury literature. At the same time, while research has examined brand/line extensions from an international perspective, the impact of gender on consumer purchase intentions of luxury downward line extensions in different countries has remained unexplored. Design/methodology/approach Based on an ANOVA design (2 extension types × 2 genders × 2 countries). The independent variables were ordered as follows: gender (male/female), vertical line extensions (upscale/downward) and country of living (France/USA). The purchase intention of the extension was chosen as the dependent variable. Findings The study results show that key differences exist between men and women regarding vertical luxury line extensions. For instance, women in both countries rate a new downward line extension of a luxury brand more positively than men. In contrast, although women evaluate a new upscale line extension of a luxury brand similarly to men in France, women are more positive than men in the USA. Also, US men rate an upscale extension less positively than their French counterparts. Finally, women in both countries rate luxury downward extensions more positively than men. Originality/value This study contributes to the literature of luxury brand management by examining how gender types process and respond to upscale and downward luxury line extensions versus purchase intentions in two different countries. This paper is unique as gender types are not often compared in previous research while fundamental distinctions exist, leading to significant differences. Practically, this study also provides key insights for marketing strategy development and adjustment for luxury manufacturers in terms of their target market, more specifically men versus women.

The effect of product category on consumer brand relationships

2014 ◽  
Vol 23 (2) ◽  
pp. 78-89 ◽  
Author(s):  
Marc Fetscherin ◽  
Michèle Boulanger ◽  
Cid Gonçalves Filho ◽  
Gustavo Quiroga Souki
Keyword(s):  
Purchase Intention ◽  
Soft Drink ◽  
Product Category ◽  
Future Research ◽  
Category Effect ◽  
Brand Relationships ◽  
Content Type ◽  
Product Categories ◽  
Brand Relationship ◽  
Practical Implications

Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach – Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used to assess these relationships and the product category effect. Findings – The authors find that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention. Looking at the directionality of these relationships, the results show no product category differences. However, the authors found significant differences in terms of their intensity and their effect on the explanation power of the brand outcome variables WOM and purchase intention. Research limitations/implications – The survey was conducted in Brazil and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. Practical implications – This paper demonstrates that consumer brand relationships are not product category specific. However, certain product categories tend to have more intense relationships than other product categories. Originality/value – Despite the importance of the product category effect in the branding literature, this study shows that consumer brand relationship theory can be applied to different product categories. This suggests, the product category is less important in the study design than the unit of analysis which requires to be consumer's favorite brands.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences

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.

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

2015 ◽  
Vol 7 (3) ◽  
pp. 216-236 ◽  
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.

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Silvia Cacho-Elizondo ◽  
Mary Conway Dato-on ◽  
Tracy Harmon-Kizer
Keyword(s):  
Brand Image ◽  
Strategy Development ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Segmentation Strategy ◽  
Brand Relationship ◽  
Significant Difference ◽  
The Usa ◽  
The Impact

Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares. Findings Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents. Practical implications Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty. Originality/value This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

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