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 impact of branding strategies on horizontal and downward line extension of luxury brands

2018 ◽  
Vol 35 (6) ◽  
pp. 1033-1052 ◽  
Author(s):  
Jean Boisvert ◽  
Nicholas J. Ashill
Keyword(s):  
Design Methodology ◽  
National Context ◽  
Luxury Brands ◽  
Content Type ◽  
Line Extensions ◽  
Line Extension ◽  
Branding Strategies ◽  
The Impact ◽  
Practical Implications ◽  
Cross National

PurposeThe purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).Design/methodology/approachThis study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.FindingsThe study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process.Research limitations/implicationsThe study covers two countries but should be replicated in other cross-national contexts.Practical implicationsThis study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts.Originality/valueThis study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.

Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nilesh Arora ◽  
Sanjeev Prashar ◽  
Sai Vijay Tata ◽  
Chandan Parsad
Keyword(s):  
Structural Equation ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Content Type ◽  
Brand Reputation ◽  
Study Results ◽  
Human Image ◽  
Brand Personality Congruence ◽  
The Impact ◽  
The Relationship

Purpose Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions. Design/methodology/approach The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses. Findings From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions. Originality/value This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

Understanding the antecedents to luxury brand consumer behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christine M. Kowalczyk ◽  
Natalie A. Mitchell
Keyword(s):  
Reference Group ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Consumer Knowledge ◽  
Luxury Brands ◽  
Group Influence ◽  
Content Type ◽  
Luxury Brand ◽  
Value Perceptions ◽  
The Usa

Purpose This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group influence and accessibility. Prior studies focused less on the salience of consumer knowledge and sources of luxury information, in addition to their accessibility to luxury. Hence, a more nuanced luxury conceptualization is needed to reflect luxury’s conceptual fluidity, consumers’ different lived experiences, accessibility levels and persistent retail marketing changes. Design/methodology/approach In a survey involving 475 US respondents, five hypotheses were tested and analyzed with structural equations modeling, examining the relationships among knowledge and accessibility of luxury brands, as well as reference group influence and its impact on consumer value perceptions of luxury brands and consumer behaviors. Findings Significant relationships were found for all five hypotheses and demonstrated that knowledge, reference group influence and accessibility have strong relationships with consumers’ personal value perceptions of luxury brands and behavioral measures, including purchase intentions, willingness to recommend to a friend and willingness to pay a price premium. Originality/value This conceptualization recognizes that consumers must have luxury brand awareness prior to reference group influence, developing individual luxury value perceptions and entering the buying process. This research contributes to the literature by highlighting consumers’ views of the luxury category, which induce perceptions and potential outcomes. It also expands the understanding of consumer’s accessibility to luxury products, which impacts purchase intentions. While it was conducted in the USA, it yields broader consumer perspectives.

Exploring the impact of religiousness and cultureon luxury fashion goodspurchasing intention

2019 ◽  
Vol 10 (3) ◽  
pp. 768-789 ◽  
Author(s):  
Hasan Aksoy ◽  
Olaide Yusuf Abdulfatai
Keyword(s):  
Religious Beliefs ◽  
Cultural Orientation ◽  
Subjective Norms ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Intention To Purchase ◽  
Purchasing Intention ◽  
The Impact

Purpose The purpose of the paper is to investigate the effect of religiosity and culture on Nigerian Muslim consumer’s intention to purchase luxury goods. Design/methodology/approach The survey included a sample of 372 Nigerian Muslims from the middle and upper-income groups who live in Lagos and Kano in Nigeria. Findings Plenty of luxury brands are seeking to find ways to overgrow in emerging markets. Focussing on Nigeria, this study identifies Nigerian people’s cultural orientation, religious beliefs and examines the social and personal variables affecting the consumers’ purchasing intention for luxury goods. This study stresses that Nigerian consumers’ intention to purchase luxury products are impacted by attitude, subjective norms and culture. However, Nigerian people’s intention to purchase luxury goods is not influenced by religious beliefs and Islam morals. While culture has a significant relationship with both attitudes towards behaviour and subjective norms, the religious beliefs encourage both subjective norms and a positive attitude towards the behaviour. Research limitations/implications This study has limitations in connection with two of its major objectives. The study applied the perspective of Nigerian Muslims. Thus, the research will not be able to clarify the fact that beyond this limited geographical area. Future research may widen the focus on cultural and religious beliefs on the intention to purchase luxury goods by adding other elements, such as normative beliefs and attitudinal beliefs. Practical implications The findings of the research define some implications for marketers with regard to the importance of social norms and religion in point of increasing the purchasing intention for luxury goods. Findings reflect that Nigerian consumers are impacted by subjective norms and cultural orientation. This means that luxury consuming is seen to achieve social recognition in the society. These results show that improving social acceptance through luxury goods consumption may create profitable outcomes for luxury brand firms. Originality/value The attractive findings of the study proposed that luxury brand managers should balance their investment in terms of the use of word-of-mouth, reference groups and fashion magazines to develop a favourable attitude towards luxury brands through. Although cultural values, references groups and consumer’s beliefs critically matter for luxury consuming, religious beliefs of Nigerian consumers have no effect on consumer’ purchase intention for a luxury product.

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.

Assessing sustainability marketing from macromarketing perspective: a multistakeholder approach

2020 ◽  
Vol 16 (4) ◽  
pp. 287-305 ◽  
Author(s):  
Soha Abutaleb ◽  
Noha El-Bassiouny
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Sustainable Products ◽  
Government Role ◽  
The Government ◽  
The Impact

PurposeThe paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.Design/methodology/approachConcurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.FindingsThe results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.Originality/valueAlthough the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

Policy and institutions facilitating entrepreneurial spin-offs: USA, Asia and Europe

2014 ◽  
Vol 3 (2) ◽  
pp. 186-196 ◽  
Author(s):  
Rosa Caiazza ◽  
David Audretsch ◽  
Tiziana Volpe ◽  
Julie Debra Singer
Keyword(s):  
Institutional Setting ◽  
Policy Debate ◽  
Content Type ◽  
Factors Affecting ◽  
Institutional Settings ◽  
The Usa ◽  
New Perspective ◽  
National Analysis ◽  
The Impact ◽  
Cross National

Purpose – Existing work documents the role that institutional setting plays in the process of spin-off creation. However, despite decades of studies, scholars have not clearly explained why some regions are more involved in spin-off activity than others. Drawing from institutional theory, the purpose of this paper is to compare different institutional settings identifying factors affecting the general environment capability to support spin-off activity of a specific region. Design/methodology/approach – The authors utilize a cross-national analysis of American, Asian, and European areas identifying factors affecting their different rate of spin-off activity. This study contributes to the policy debate concerning entrepreneurship and how best to spur spin-off activities. Findings – In this paper, the authors identify the general and specific factors that explain the cross-national diversity in spin-off creation. The authors then perform an analysis of the impact of these factors in various regions of the USA, Asia, and Europe, providing evidence for the necessity of specific combinations of these factors. Originality/value – The paper offers a new perspective on the causes of spin-offs through a cross-national analysis of many areas around the world.

Are atheist consumers less ethical? Investigating the role of religiosity and atheism on consumer ethics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Denni Arli ◽  
Tuyet-Mai Nguyen ◽  
Phong Tuan Nham
Keyword(s):  
Consumer Ethics ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Ethical Behaviors ◽  
Segmentation Analysis ◽  
Study Results ◽  
Unethical Behaviors ◽  
The Usa ◽  
Using Data ◽  
The Impact

Purpose There is a perception that non-religious consumers are less ethical than religious consumers. Studies found prejudices against atheists around the world and assumed that those who committed unethical behavior were more likely to be atheists. Hence, first, the purpose of this study is to investigate the effect of consumers’ intrinsic religiosity, extrinsic religiosity and atheism on consumers’ ethical beliefs. Second, this study attempts to segment consumers and identify differences between these segments. Design/methodology/approach Using data from 235 study participants in the USA and 531 in Vietnam. Subsequently, a two-step cluster approach was used to identify segments within these samples. Findings The study results show consumers’ intrinsic religiosity negatively influences all consumers’ unethical beliefs. Similarly, atheism also negatively influences all consumers’ unethical beliefs. This study also complements other studies exploring consumer ethics in developing countries. In addition, the segmentation analysis produced unique segments. The results from both samples (USA and Vietnam) indicated that non-religious consumers are less likely to accept various unethical behaviors compared to religious consumers. Religious consumers are not necessarily more ethical and atheism consumers are not necessarily less ethical. In the end, are implications for business ethics, religious and non-religious leaders on how to view the impact of beliefs on consumer ethical behaviors. Originality/value This is one of the first few studies investigating the impact of atheism on consumer ethics. The results of this study further extend the knowledge of study in consumer ethics by comparing consumers’ religiosity and atheism.

How does reverse factoring affect operating performance? An event study of Chinese manufacturing firms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yongyi Shou ◽  
Jinan Shao ◽  
Weijiao Wang
Keyword(s):  
Event Study ◽  
Cost Efficiency ◽  
Operating Performance ◽  
Manufacturing Firms ◽  
Content Type ◽  
Performance Effect ◽  
Study Results ◽  
Operating Margin ◽  
The Impact ◽  
The Relationship

PurposeAs a popular supply chain finance (SCF) strategy, reverse factoring has been widely adopted by buyer firms. However, the extant literature provides scant empirical evidence on the performance effect of reverse factoring. The purpose of this study is to seek to narrow this gap by empirically examining the relationship between reverse factoring and operating performance and the contingency conditions of this relationship.Design/methodology/approachBased on a sample of 167 announcements of reverse factoring implementation made by publicly listed Chinese manufacturing firms between 2014 and 2018, this paper employs a long-term event study approach to analyze the operating performance effect of reverse factoring as well as the moderating effects of production and innovation capabilities.FindingsThe event study results indicate that reverse factoring has a positive effect on buyer firms' operating performance in terms of cost efficiency and operating margin. In addition, both production and innovation capabilities positively moderate the relationship between reverse factoring and operating margin. However, neither of them moderates the relationship between reverse factoring and cost efficiency.Originality/valueThis is the first study that empirically examines the impact of reverse factoring on operating performance based on secondary data. Furthermore, it sheds light on the SCF literature by providing insights into the contingency effects of production and innovation capabilities, which also extends our understanding of the application of extended resource-based view in SCF research.

Generation Z and intention to use the digital library: does personality matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
M.A. Sanjeev ◽  
Shahnaz Khademizadeh ◽  
Thangaraja Arumugam ◽  
D.K. Tripathi
Keyword(s):  
Technology Adoption ◽  
Digital Library ◽  
Five Factor Model ◽  
Equation Modeling ◽  
Content Type ◽  
Independent Variables ◽  
Generation Z ◽  
Study Results ◽  
The Impact ◽  
Adoption Intention

Purpose This study aims to evaluate the role of personality in digital library systems (DLS) adoption intention among Generation Z (Gen-Z) students. The study uses the unified theory of acceptance and use of technology-2 and the five-factor model to investigate personality’s influence on Gen-Z’s DLS adoption intention. Design/methodology/approach The study is a descriptive causal investigation based on primary data collected through a self-administered survey using pre-validated tools. The study uses structural equation modeling to investigate personality dimensions’ direct and moderating effect on the dependent, independent variables and their relation. Findings The study results indicate that personality has no significant influence on Gen-Z’s DLS adoption, suggesting the ubiquity and inevitability of technology in current times. Also, only performance expectancy had a considerable impact on DLS adoption among Gen-Z going to college – a deviation from past studies where multiple independent variables have influenced DLS adoption when examined from different technology adoption model angles. Research limitations/implications The current research is done on Gen-Z, and thus the results are ideographic to the cohort. Practical implications The results of the study can be used to effectively design and communicate technology-enabled information solutions among the Cohort. Social implications The results of the study help better understand the factors affecting the technology adoption intentions of Gen-Z. Such understanding can help in better design and implementation of technology-enabled solutions for the cohort, maximizing such system adoption and its effective and efficient utilization. Originality/value The study explores the impact of personality on DLS adoption intentions, hitherto unexplored. The research also focuses on Gen-Z – a cohort born in a technology-enabled world whose attitude and preferences towards technology might differ. The study’s findings will help understand the influence of personality on DLS adoption among the Gen-Z and can be used to design, promote and evaluate such systems.

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