God blesses those who wear Prada

2016 ◽  
Vol 34 (1) ◽  
pp. 61-79 ◽  
Author(s):  
Denni Arli ◽  
Helene Cherrier ◽  
Fandy Tjiptono
Keyword(s):  
Purchase Intention ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Self Presentation ◽  
Content Type ◽  
Affective Attitude ◽  
Religious Text ◽  
Intention To Purchase ◽  
Intrinsic Religiousness ◽  
The Impact

Purpose – The purpose of this paper is: to explore the impact of religiousness (i.e. intrinsic religiousness, extrinsic religiousness) on purchase intention of luxury brands, affective attitude, and self-presentation; and, to explore the mediating effect of affective and self-presentation attitudes towards luxury brand purchase intention. Design/methodology/approach – Data were derived using convenience sampling at three large universities (i.e. one public and two private universities) in Yogyakarta, Indonesia. Researchers hand-delivered approximately 600 questionnaires to students in classrooms and public spaces (e.g. canteens and lounge rooms) of the universities. However, of the 525 questionnaires returned, only 491 were usable thereby offering an overall response rate of 81 per cent. Findings – The study found that intrinsic religiousness was related positively to affective attitudes towards luxury brands while extrinsic religiousness was positively related to self-presentation attitudes. Affective attitude and self-presentation were positively related to consumer intention to purchase luxury brands. Practical implications – The result of the present study shows that religious consumers are not necessarily anti materialism and often opt for luxury brands over purely utilitarian possession. This finding has important implications. First, it may create future ethical problems as materialism has been found to correlate with unethical behaviours such as the purchase of counterfeits. Second, materialism has been linked to insecurity. When religious consumers view worldly possessions as symbols of achievement or success, sources of happiness, and representations of luxury, they may use possessions rather than religious text to hinder insecurity and shape the self. Originality/value – This is one of the few studies exploring the impact of religiousness on luxury brands possession in Indonesia, a country with the largest Muslim population in the world and home to a highly religious society.

The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cheng Lu ◽  
Zhencong Sang ◽  
Kun Song ◽  
Kazuo Kikuchi ◽  
Ippei Machida
Keyword(s):  
Social Identity ◽  
Peer Influence ◽  
Positive Impact ◽  
Cross Cultural ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Content Type ◽  
The Social ◽  
The Cross ◽  
The Impact

PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.

Impact of the awareness of brand-related CSR activities on purchase intention for luxury brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Květa Olšanová ◽  
Andrea Escobar Ríos ◽  
Gina Cook ◽  
Petr Král ◽  
Marija Zlatić
Keyword(s):  
Qualitative Research ◽  
Significant Relationship ◽  
Purchase Intention ◽  
Luxury Brands ◽  
Content Type ◽  
And Gender ◽  
Luxury Industry ◽  
Corporate Social ◽  
The Impact

Purpose The purpose of this study is to investigate the impact of luxury buyers' awareness of a luxury brand's corporate social responsibility (CSR) activities together with its individual brand-related sustainable dimensions (in terms of economic, societal and environmental) and luxury values on purchase intention for luxury products and, as a result, highlight the potential implications of these relationships for the luxury industry. Design/methodology/approach A luxury purchase intention model, which assumes an impact from traditional luxury values and CSR, was indicated based on the authors' previous qualitative research and corresponding literature review. To validate the model by proving that the suggested relationships are statistically significant, (1,100) luxury customers over the age of 18 were approached, and (253) valid responses were entered and analyzed using SEM to confirm the indicated theoretical model's hypothesized causal relations. Findings The findings suggest a positive and significant relationship between buyers’ awareness of a specific luxury brand's CSR-related activities and their purchase intention; however, certain demographics and gender both moderate this relationship. The moderating role of general attitudes toward CSR and sustainability on this relationship was not confirmed. Furthermore, awareness of the brand's CSR positively mediates the relationship between both the societal/environmental and economic parts of the brand-related individual sustainable dimension and purchase intention. Originality/value The results of this study are based on actual purchases of branded luxury items and validate the authors' indicative model based on earlier qualitative research by claiming a significant relationship between the purchase intention for a brand and awareness of its CSR activities amongst luxury shoppers.

Impact of materialism on purchase intention of sustainable luxury goods: an empirical study in India

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jaspreet Kaur ◽  
Ratri Parida ◽  
Sanjukta Ghosh ◽  
Rambabu Lavuri
Keyword(s):  
Purchase Intention ◽  
Research Study ◽  
Three Dimensions ◽  
Luxury Brands ◽  
Content Type ◽  
Confirmatory Factor ◽  
Descriptive Approach ◽  
High Level ◽  
The Impact ◽  
Practical Implications

Purpose This study aims to examine the impact of the three dimensions of materialism, namely, possessiveness, envy and non-generosity along with attitude on the purchase intention of sustainable luxury products. Design/methodology/approach The research study contains a descriptive approach to research with a quantitative analysis done with exploratory and confirmatory factor analysis with 229 respondents. Findings The findings of the results contribute to research by extending the model of the theory of planned behavior with the material dimensions as an add-on. Research limitations/implications The same could have been extended to all major metro cities of Indian where luxury brands are present in malls. Practical implications This shows that the consumer with a high level of materialism trait would be a very prospective segment for sustainable luxury brands. Originality/value The study shows that the three dimensions of materialism do impact the purchase intention of sustainable luxury producers and these findings will be crucial for devising consumer behavior-based strategies for sustainable luxury brands.

scholarly journals The mediating effect of consumers’ price level perception and emotions towards supermarkets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
A. Celil Cakici ◽  
Sena Tekeli
Keyword(s):  
Purchase Intention ◽  
Positive Emotions ◽  
Price Level ◽  
Negative Emotions ◽  
Mediating Effect ◽  
Price Sensitivity ◽  
Theoretical Construct ◽  
Content Type ◽  
Price Perception ◽  
The Impact

PurposeThis study aims to reveal the impact of consumers’ price sensitivity on their purchase intention within the scope of supermarkets. Besides, the study aims to examine the impact of consumers’ price sensitivity on their price perception level and emotions and the impact of consumers’ price level perception and emotions toward supermarkets on their purchase intention. It also aims to detect the mediating effects of consumers’ price level perception and emotions toward supermarkets between their price sensitivity and purchase intention.Design/methodology/approachThe quota sampling method was used to form the study sample. The population was 20–69-year-old consumers. The study sample included 513 consumers, 276 of whom were men, and 237 of whom were women. Data were collected via a questionnaire by the researchers in Mersin’s (Turkey) five central counties. Explanatory and confirmatory factor analyses and structural equation models were used to analyze data.FindingsConsumers’ price sensitivity, perception of cheapness, perception of expensiveness and positive emotions toward supermarkets affect their purchase intention. Besides, price sensitivity affects their perception of cheapness while it does not affect their perception of expensiveness. It influences negative emotions, but not on positive emotions. Consumers’ perception of cheapness and perception of expensiveness have impacts on positive emotions toward supermarkets. It was additionally discovered that perception of cheapness and perception of expensiveness affected negative emotions toward supermarkets. A contributed finding was that perception of cheapness had a partial mediating role between price sensitivity and purchase intention.Practical implicationsThe study provides managerial implications in terms of understanding consumers’ behavioral changes, developing effective pricing strategies and achieving competitive advantages over the other retailing companies.Originality/valueThe study illustrates that consumer behavior can be explained by a theoretical construct considering the price perception levels and emotions toward supermarkets in examining the effect of consumers’ price sensitivity on their purchase intention. Therefore, it contributes to explain consumers’ behavior by bringing the stimulus–organism–response (SOR) model into a theoretical construct.

Does product display quantity increase purchase intention? The mediation of diminished pain of payment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tengfei Guo ◽  
Shiquan Zhong ◽  
Xuelian Wang ◽  
Geng Li
Keyword(s):  
Purchase Intention ◽  
Field Experiments ◽  
Positive Impact ◽  
Mediating Effect ◽  
Content Type ◽  
Online Purchase ◽  
Psychological Mechanism ◽  
The Impact ◽  
Moderating Role

PurposeIn this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in light of signaling theory and mental accounting theory. Additionally, the authors test the role of price in this psychological mechanism.Design/methodology/approachThe authors use a combination of online studies and field experiments to test our predictions. Four online studies are conducted to test the main effect of product display quantity on purchase intention (Studies 1A and 1B), the mediating effect of the diminished pain of payment (Study 2), and the moderating role of price (Study 3). Two field experiments are conducted to strengthen the robustness of our findings.FindingsThe findings suggest that product display quantity has a significantly positive impact on purchase intention, mediated by the diminished pain of payment, and this effect is moderated by price.Originality/valueThis is the first study to investigate the effect of product display quantity on online purchase intention. This research advances the discussion of product display quantity, which provides retailers and consumers with a convenient way to communicate with each other and leads to a more relaxed purchase experience.

Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

2019 ◽  
Vol 28 (7) ◽  
pp. 830-848 ◽  
Author(s):  
Clarinda Rodrigues ◽  
Paula Rodrigues
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Group Analysis ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type

Purpose This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions. Design/methodology/approach The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis. Findings The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands. Research limitations/implications Further research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables. Originality/value This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.

scholarly journals Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation

2020 ◽  
Vol 12 (20) ◽  
pp. 8361
Author(s):  
YunJu Kim ◽  
Jong Woo Jun
Keyword(s):  
Purchase Intention ◽  
Instant Messaging ◽  
Sustainable Consumption ◽  
Purchase Intentions ◽  
Self Presentation ◽  
Factors Affecting ◽  
Need For Uniqueness ◽  
Intention To Purchase ◽  
Symbolic Value ◽  
The Impact

To promote more sustainable consumption of Social Networking Service (SNS) emojis, it is necessary to understand the relationships between social psychological antecedents and SNS users’ intention to purchase emojis. This study aimed to investigate motivational factors affecting users’ intentions to purchase SNS emojis. We examined SNS users of Kakao Talk, the most widely used instant messaging service in South Korea, and investigated the relationships among five latent constructs: Self-presentation, symbolic values, playfulness, purchase intentions, and need for uniqueness. The results of this study indicate that self-presentation does not directly affect the intention to purchase emojis (β = 0.10, p > 0.05). Rather, self-presentation positively influences purchase intention through the mediating path of SNS users’ perceived symbolic value (β = 0.60, p < 0.001) and playfulness (β = 0.35, p < 0.001) to purchase intention (β = 0.29, p < 0.001; β = 0.37, p < 0.001). Further, symbolic value affects playfulness (β = 0.56, p < 0.001), which in turn leads to consumers’ intentions to purchase emojis. This study highlights that SNS users’ need for uniqueness functions as a moderator in the relationship between self-presentation and their intentions to purchase emojis.

The impact of advertising self-presentation style on customer purchase intention

2019 ◽  
Vol 32 (6) ◽  
pp. 1242-1254 ◽  
Author(s):  
Fue Zeng ◽  
Wenjie Li ◽  
Valerie Lynette Wang ◽  
Chiquan Guo
Keyword(s):  
Purchase Intention ◽  
The Self ◽  
Presentation Style ◽  
Self Presentation ◽  
Content Type ◽  
Mediating Role ◽  
Self Image ◽  
Consumption Situation ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to propose the self-presentation styles of advertising influence consumer self-image, which in turn influence purchase intention. Design/methodology/approach Using virtual brands as stimuli in a series of experiments, this study collects data on consumer self-image and purchase intention in the conditions of different advertising styles. Findings While consumer self-image mediates the relationship between advertising self-presentation style and purchase intention, the consumption situation (public vs private) moderates the relationship between self-presentation style, consumer self-image and purchase intention. That is, self-enhancing advertising promotes customers’ ideal self, which in turn increases their purchase intention for publicly consumed products, whereas self-deprecating advertising solicits customers’ real self, which in turn increases their purchase intention for privately consumed products. Practical implications This study informs product/brand managers and marketers of the importance of aligning the self-presentation style of advertising with the consumption situation of the product being advertised. Originality/value Based on self-consistency theory, this study not only finds a relationship between the self-presentation style of advertising and purchase intention, but also uncovers the mediating role of self-image in this relationship. Furthermore, the relationship chain of “self-presentation style of advertising – self-image – purchase intention” is moderated by the consumption situation of the product. This is one of the first studies to explore the intricacies of these relationships.

Self-presentation and interactivity: luxury branding on social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ye Wang ◽  
Huan Chen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Product Information ◽  
Customer Relationship ◽  
Brand Attitudes ◽  
Luxury Brands ◽  
Brand Associations ◽  
Self Presentation ◽  
Content Type ◽  
Luxury Branding

Purpose This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising. Design/methodology/approach Three pre-tests and a main experiment collected responses from 459 Chinese participants in total. Findings Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention. Research limitations/implications Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes. Practical implications Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship. Originality/value A theoretical model of luxury brands’ advertising was generated from the findings.

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.

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