Validating a scale to measure consumer’s luxury brand aspiration

2016 ◽  
Vol 25 (5) ◽  
pp. 465-478 ◽  
Author(s):  
Sreejesh S. ◽  
Abhigyan Sarkar ◽  
Subhadip Roy
Keyword(s):  
Social Recognition ◽  
Brand Commitment ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Research Article ◽  
Identity Signaling ◽  
Prior Literature ◽  
First Time ◽  
Reliable Scale

Purpose The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury brand aspiration. Design/methodology/approach Initially, the dimensions of consumer’s luxury brand aspiration were identified through prior literature review and qualitative investigations. This was followed by a series of scale development studies suggested by Churchill (1979). Findings The results supported that the second-order measure of consumer’s luxury brand aspiration consist of four related first-order dimensions, namely, identity signaling, social recognition, self-esteem and achievement signaling. Luxury brand aspiration was found to have direct positive influences on brand commitment and brand attachment. Brand commitment and attachment in turn significantly influence intention to pay price premium. Originality/value Value of this research article lies in validating a scale to measure individual’s luxury brand aspiration for the first time in branding literature.

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.

Luxury brand commitment: a study of Chinese consumers

2014 ◽  
Vol 32 (7) ◽  
pp. 769-793 ◽  
Author(s):  
Ning Li ◽  
Andrew Robson ◽  
Nigel Coates
Keyword(s):  
Structural Equations ◽  
Brand Commitment ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Content Type ◽  
Luxury Brand ◽  
Direct Explanation ◽  
Brand Attributes ◽  
Consumer Commitment ◽  
Brand Affect

Purpose – The purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust. Design/methodology/approach – A self-completion, researcher-supported questionnaire was disseminated within four Beijing shopping malls, generating 501 participants. The questionnaire comprised a range of scale sets covering brand affect, image, value, trust and commitment. The analysis comprised a summary overview of brand attainment followed by a substantive analysis involving confirmatory factor analysis and structural equations modelling to identify the most significant combination of antecedents relating to brand commitment. Findings – Regarding absolute consumer endorsement, brand affect was the most positive area, with image, trust and value representing relatively positive brand attributes. Declared commitment was relatively low, representing a potential commercial challenge. Value, represented by its social and symbolic components, and trust were identified as providing a significant and direct explanation of consumer commitment, represented by its affective and continuance dimensions. The role of value and trust must be central in marketing luxury brands given their direct and combined impact on consumer commitment. Research limitations/implications – The findings are transferable to other “Tier 1” locations in China, but take no account of either consumer behaviour outside of these wealthier conurbations, or segmentation of the associated markets. Originality/value – Geographic setting and consideration of a vast consumer group provides research value and contribution to marketing planning in the pursuit of higher levels of consumer commitment to their brands.

Antecedents and consequences of self-congruity

2015 ◽  
Vol 49 (3/4) ◽  
pp. 444-466 ◽  
Author(s):  
Rajat Roy ◽  
Fazlul K. Rabbanee
Keyword(s):  
Positive Impact ◽  
Self Perception ◽  
Content Type ◽  
Luxury Brand ◽  
Mediation Analyses ◽  
Need For Uniqueness ◽  
Luxury Branding ◽  
Antecedents And Consequences ◽  
Structural Path ◽  
Parsimonious Model

Purpose – This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses. Design/methodology/approach – A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS. Findings – Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perceptions. This, in turn, is found to have a stronger (weaker) positive impact on consumers’ motivation to re-use a shopping bag from luxury brand (non-luxury brand) for hedonic purpose. Mediation analyses show that self-congruity has a positive (negative) indirect effect on hedonic use via self-perception for luxury (non-luxury) brand. Research limitations/implications – Future studies may involve actual shoppers, causal design and additional variables like “utilitarian usage “of shopping bags to extend the proposed framework. Practical implications – A better understanding of the findings has implications for brand positioning, advertising and packaging. Originality/value – Till date, no research has examined a parsimonious model for self-congruity complete with its antecedents and consequences and tested it in the context of a luxury versus non-luxury brand.

Luxury branding: the industry, trends, and future conceptualisations

2015 ◽  
Vol 27 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Yuri Seo ◽  
Margo Buchanan-Oliver
Keyword(s):  
Design Methodology ◽  
Cultural Influences ◽  
Future Research ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Per Se ◽  
Industry Trends ◽  
Unique Context

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.

Effects of luxury brand attachment and perceived envy on schadenfreude: does need for uniqueness moderate?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anwar Sadat Shimul ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Structural Equation ◽  
Brand Attachment ◽  
Content Type ◽  
Luxury Brand ◽  
Emotional Bonds ◽  
Need For Uniqueness ◽  
Consumer Panel ◽  
Luxury Branding ◽  
Malicious Envy ◽  
Public Consumption

Purpose This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness (CNFU) and private vs public consumption is examined. Design/methodology/approach Data were collected from a consumer panel in Australia. A total of 365 valid and useable responses were analysed through structural equation modelling in AMOS 26. Findings The results show that LBA has a significant impact on perceived envy. Consumers’ perceived envy also results in schadenfreude. However, LBA did not have any significant impact on schadenfreude. The moderating influence of CNFU is partially supported. This research further confirms that consumers’ public consumption has more relevance to visible social comparison and potential feelings of malicious envy towards others. Practical implications The research model may work as a strategic tool to identify, which group of consumers (e.g. high vs low attachment) displays stronger envy and schadenfreude. Brand managers can also explore the personality traits and psychological dynamics that influence the consumers to express emotional bonds and malicious joy within the context of consumer-brand relationships. Originality/value This is one of the first few studies that have examined the relationships amongst consumers’ brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

Conference report: innovation, interaction … and a lot of data: first time reflections on Internet Librarian International, UK 2018

2019 ◽  
Vol 36 (2) ◽  
pp. 21-22
Author(s):  
Ray Harper
Keyword(s):  
Best Practice ◽  
New Technologies ◽  
Conference Report ◽  
Library Services ◽  
New Techniques ◽  
Content Type ◽  
Making A Difference ◽  
Analyse Data ◽  
Physical Spaces ◽  
First Time

Purpose The purpose of this paper is to summarise a number of presentations at Day 1 of the Internet Librarian International conference, London, UK (16 October 2018). This was the 20th conference in the series, and the three key themes included were the next-gen library and librarian; understanding users, usage and user experience; and inclusion and inspiration: libraries making a difference. Design/methodology/approach This paper reports from the viewpoint of a first-time attendee of the conference. This summarises the main issues raised by each presentation and draws out the key learning points for practical situations. Findings The conference covered a variety of practical ways in which libraries can use technology to support users and make decisions about services. These include developing interactive physical spaces which include augmented reality; introducing “chat-bots” to support users; using new techniques to analyse data; and piloting new ways to engage users (such as coding clubs). A key theme was how we use and harness data in a way that is ethical, effective and relevant to library services. Originality/value This conference focussed on practical examples of how library and information services across sectors and countries are innovating in a period of huge change. The conference gave delegates numerous useful ideas and examples of best practice and demonstrated the strength of the profession in adapting to new technologies and developments.

Interest rate option hedging portfolios without bank account

2019 ◽  
Vol 37 (1) ◽  
pp. 134-142
Author(s):  
Alberto Bueno-Guerrero
Keyword(s):  
Design Methodology ◽  
Contingent Claim ◽  
Necessary And Sufficient Condition ◽  
Barrier Option ◽  
Bank Account ◽  
Content Type ◽  
Option Hedging ◽  
Hedging Portfolio ◽  
Necessary And Sufficient ◽  
First Time

Purpose This paper aims to study the conditions for the hedging portfolio of any contingent claim on bonds to have no bank account part. Design/methodology/approach Hedging and Malliavin calculus techniques recently developed under a stochastic string framework are applied. Findings A necessary and sufficient condition for the hedging portfolio to have no bank account part is found. This condition is applied to a barrier option, and an example of a contingent claim whose hedging portfolio has a bank account part different from zero is provided. Originality/value To the best of the authors’ knowledge, this is the first time that this issue has been addressed in the literature.

Counseling during Real Ear Measurements: The Clients' Perspective

2021 ◽  
Author(s):  
Angela Ryall ◽  
Lorienne M. Jenstad ◽  
John Pumford ◽  
Tami Howe ◽  
Garnet Grosjean
Keyword(s):  
Focus Groups ◽  
Hearing Aids ◽  
Visual Information ◽  
Best Practice ◽  
Qualitative Content Analysis ◽  
Hearing Aid ◽  
Added Value ◽  
Centered Care ◽  
Prior Literature ◽  
First Time

Abstract Background When dispensing hearing aids, audiologists must follow validated fitting and verification procedures to ensure that the hearing aids are properly fitted to the client's hearing. Real ear measurements (REMs) are best practice for verifying hearing aids. Prior literature regarding REMs has mainly focused on the clinicians' perspective. Purpose This study investigated informational counseling throughout REMs by gathering perspectives of first-time hearing aid users regarding the content and format of counseling. Research Design The study used an interpretive description approach with focus groups. Study Sample There were 16 adult participants (4 males, 12 females) who were first-time hearing aid users and who all had memory of REMs occurring during their own hearing aid verification. Intervention We investigated the addition of informational counseling during REM verification. Data Collection and Analysis Four focus groups were conducted to elicit feedback on a demonstration of informational counseling during REM hearing aid verification. The data from the focus groups were transcribed verbatim and analyzed using qualitative content analysis. Results Analysis revealed positive aspects, negative aspects, and suggested changes in relation to the verbal and visual information presented during the REM verification demonstration. These data fell into two broad categories: the interaction and transaction of informational counseling. Conclusion Most clients were interested in learning more about REMs if the information was accessible. Results provide recommendations for clinical audiologists and REM system manufacturers to make the information presented during informational counseling more client-friendly and individualized for client-centered care. To continue exploring this new inquiry, further experimental research is required to determine if there is any added value of incorporating informational counseling during REMs.

A “Learning from Action” workshop in Japan

2019 ◽  
Vol 40 (2) ◽  
pp. 77-83
Author(s):  
Robert Douglas Hinshelwood ◽  
Luca Mingarelli ◽  
Simona Masnata
Keyword(s):  
Far East ◽  
Opportunity To Learn ◽  
Content Type ◽  
Work Activities ◽  
Defensive Role ◽  
Feedback Data ◽  
Experiential Workshop ◽  
First Time ◽  
Practical Implications

Purpose Many people in severe mentally disturbed states do not use language or other symbolic media well or coherently. Therefore, the non-verbal medium needs to be understood by workers with such people. The “Learning from Action” experiential workshop was developed in order to provide an opportunity to learn about hidden messages in the relationships and roles occurring in activities. In August 2017, a workshop was run for the first time in Japan. The purpose of this paper is to report the experience and dynamics observed by the three consultants, who are here the authors of this paper. Design/methodology/approach After the workshop all the staff and members, including interpreters, were invited to give feedback. Findings Analysis of the feedback data showed certain important dynamics, concerning especially dependence, cultural defences and the defensive role of activity in a multicultural context. Research limitations/implications This is an initial experience to be followed up by later feedback and further workshops. Practical implications Workers awareness of non-verbal communication within the roles of work activities is a training possibility. It faces various resistances including the mental health assumptions of meaninglessness of any communication outside the verbal. Originality/value This is a method of training not widely used even in European countries, and is the first in a country in the far east.

Whirling in between the personal and the impersonal

2019 ◽  
Vol 25 (2) ◽  
pp. 257-284
Author(s):  
Armen E. Petrosyan
Keyword(s):  
Organization Theory ◽  
Conceptual Analysis ◽  
Essential Elements ◽  
Organizational Life ◽  
Critical Perspective ◽  
Content Type ◽  
Organizational Goals ◽  
Last Stage ◽  
First Time ◽  
Current Paradigm

Purpose The paper aims to present a systematic conceptual analysis of the problem of organizational goal and to reduce the insights into it provided by the main conceptions taken in their development from one to another, to break out of the ruling paradigm and outline a new solution. Design/methodology/approach The study has been carried out from the historical and critical perspective. Findings The paper discovers the logic of the evolution the approaches to organizational goals have undergone and portrays it in a matrix form in the heart of which is the “zigzag effect”: each posterior stage returns to the essential elements rejected by those preceding it, and the last stage, being diametrically opposite to the first, is, at that, as well as the latter, akin to the intermediate stages. The opportunities afforded by the current paradigm have been exhausted and it seems to run to an impasse. Instead, the author suggests a new frame of orientation: organizational goals are closely interknit with personal, but not reducible to them and bear fundamentally transpersonal character, while the mechanism of involving the preferences of individuals and groups in goal-setting is based on the self-contained interests of the organization they pertain to. Research limitations/implications The findings, conclusions and generalizations obtained can serve for a necessary ground to researchers getting deeper into the essence of what bonds organizational life and activity. Practical implications The material empowers practitioners to comprehend the difficulties of framing cohesive goal and find efficient ways to overcome them. It is of value also to the teachers seeking to present a more exact and elaborate view of teleological foundations of management and organization theory. Originality/value Both the conceptual analysis of the evolution of the approaches to organizational goals and the author’s exposition of its logic and vision of their nature are provided for the first time.

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