A study on consumer buying behaviour for fashion and luxury brands under emotional influence

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sushil Kumar Bishnoi ◽  
Sukhvir Singh
Keyword(s):  
Customer Value ◽  
Luxury Brands ◽  
Emotional Needs ◽  
Literature Study ◽  
Content Type ◽  
Marketing Resources ◽  
Emotional Relationships ◽  
Luxury Products ◽  
Buying Behaviour ◽  
Satisfaction Of Needs

Purpose Fashion and luxury brands struggle to make themselves distinguished by ever more apathetic consumers in this highly competitive market. Fashion and luxury retailers can use emotional branding as a way to get their customers involved to address the increasing trend of emotional relationships with a brand to become more competitive. Although brand technology, such as product attributes, characteristics and facts, is unforgettable, personal sensations and experiences better shape brand assessments of consumers. The purpose of this study is to illustrate the dominance of consumers’ emotions over objective analysis in selection among the brands in the field of fashion and luxury products for similar products. Design/methodology/approach A comprehensive literature study has been done to explore the various emotional associations that are identified by the advertising, marketing, psychology scholars and researchers. This study also analyses the relevance of consumers’ emotional associations with the fashion and luxury brands. Various online scholarly journal platforms have been used to find the relevant research papers, books and other publications on the basis of keywords of this study. Only recent studies and literature covering the basic concepts of branding, emotional buying and fashion consumer behaviour have been included after scrutinising carefully. Findings This study illustrates how emotional branding is crucial in a volatile market, particularly for fashion and luxury brands. This study will also be focussed on the possibility in which consumers buy the fashion and luxury products under the influence of emotional needs. The objective of this paper is to inform both consumers and brands about the emotional influence on the buying decision so that both can take better conscious decision. Originality/value Understanding the influence of emotional needs will help fashion brands in creating better customer value and satisfaction. A business or product will be successful only if it is chosen by the consumer to satisfy his needs. Understanding of emotional needs would result in enhancement of consumer’s loyalty for the brand with better satisfaction of needs. As huge part of marketing resources is involved into advertisement and celebrity endorsement, identifying the effective way of advertising and endorsement can help in efficient utilisation of resources.

Consumer reactions to unsustainable luxury: a cross-country analysis

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cesare Amatulli ◽  
Matteo De Angelis ◽  
Giovanni Pino ◽  
Sheetal Jain
Keyword(s):  
Cultural Orientation ◽  
Two Dimensions ◽  
Luxury Brands ◽  
Cultural Groups ◽  
Content Type ◽  
Consumer Reaction ◽  
Country Analysis ◽  
Luxury Products ◽  
Practical Implications

PurposeThis paper investigates why and when messages regarding unsustainable luxury products lead to negative word-of-mouth (NWOM) through a focus on the role of guilt, need to warn others and consumers' cultural orientation.Design/methodology/approachThree experiments test whether messages describing unsustainable versus sustainable luxury manufacturing processes elicit guilt and a need to warn others and whether and how the need to warn others affects consumers' NWOM depending on their cultural orientation.FindingsConsumers experience guilt in response to messages emphasizing the unsustainable (vs sustainable) nature of luxury products. In turn, guilt triggers a need to warn other consumers, which leads to NWOM about the luxury company. Furthermore, the results suggest that two dimensions of Hofstede's model of national culture – namely individualism/collectivism and masculinity/femininity – moderate the effect of the need to warn others on NWOM.Practical implicationsLuxury managers should design appropriate strategies to cope with consumers' different reactions to information regarding luxury brands' unsustainability. Managers should be aware that the risk of NWOM diffusion may be higher in countries characterized by a collectivistic and feminine orientation rather than an individualistic and masculine orientation.Originality/valueConsumer reaction to unsustainable luxury, especially across different cultural groups, is a neglected area of investigation. This work contributes to this novel area of research by investigating NWOM stemming from unsustainable luxury manufacturing practices in different cultural contexts.

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.

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.

The influence of country image on luxury value perception and purchase intention

2017 ◽  
Vol 11 (1) ◽  
pp. 88-110 ◽  
Author(s):  
Ketsuree Vijaranakorn ◽  
Randall Shannon
Keyword(s):  
Purchase Intention ◽  
Economic Value ◽  
Perceived Value ◽  
Country Image ◽  
Luxury Brands ◽  
Content Type ◽  
Value Perception ◽  
Utilitarian Value ◽  
Symbolic Value ◽  
Luxury Products

Purpose This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of country image, cognitive and affective dimensions, have been developed to evaluate perceived luxury value and purchase intention. However, no prior studies have considered all the types of perceived luxury values: utilitarian value, hedonic value, symbolic value and economic value, considered in relation to cognitive and affective country image in an emerging country’s market. Accordingly, this study has attempted to explore the ways Thai luxury consumers perceive the image of the country and the influence of the perceived value of Thai luxury brands, to learn which country attributes strengthen the luxury brand’s value and customers’ purchase intention. Design/methodology/approach A total of 407 Thai respondents, who were luxury-product consumers who knew and previously had bought either Thai luxury brands or global luxury brands, comprised the final sample examined. Structural Equation Modeling was employed in this research to test the research hypotheses. The structural model proposed a causal relationship between two endogenous constructs, cognitive and affective country images, and five exogenous constructs: utilitarian value, hedonic value, symbolic value, economic value and purchase intention. Findings The findings confirmed that countries are like brands in that the perceived image of each country’s aspects, cognitive and affective, influences the perceived value in each dimension differently, and so affects purchase intention. This implies that the evaluation of perceived quality or perceived value for money, as in past studies, cannot accurately demonstrate what particular benefits consumers receive when they utilize the country-image cue. Country image has both symbolic and emotional significances for consumers. The findings have provided a more precise measure of the effects of country image as well as important information on country positioning the in the world market. Research limitations/implications There are some limitations in this study. The reliance on Thai samples from one city has limited the generalizability of the findings. Moreover, this study considered only one country of brand origin, and only one product category has been chosen as the stimulus, which together are the major limitations of this study. Future research could also consider further testing country image effects on value perception with other extrinsic attributes, rather than using a single cue, as this study did. Additionally, antecedent variables that may have an influence on country-image effects should be considered in future studies. Practical implications The relation of country image and value perception could help both governments and companies support their national brands more effectively, or to export products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value. Moreover, it would be valuable for companies producing luxury products to know which country attributes strengthen the brand’s value. Luxury-brand managers will have to take these aspects into consideration when developing their communications strategies (Krupka et al., 2014). Originality/value There is a lack of research as regards the impact of a brand name’s perceived origin on the luxury perception associated with that brand (Salciuviene et al., 2010). This research is the first to investigate the theoretical framework of luxury value perception found in relation to cognitive and affective country images. From an academic perspective, this study sought to increase the theoretical research relating to the ambiguous conceptualization of the country-image effect on consumers’ perception of value in luxury products. Additionally, the relation of country image to luxury value perception could help both governments and companies support their national luxury brands more effectively, or to export luxury products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value.

scholarly journals Luxury brand purchases and the extended self

2015 ◽  
Vol 7 (3) ◽  
pp. 153-173 ◽  
Author(s):  
Meng-Shan Sharon Wu ◽  
Cheng-Hao Steve Chen ◽  
Bang Nguyen
Keyword(s):  
Emerging Market ◽  
Mainland China ◽  
Luxury Brands ◽  
Snowball Sampling ◽  
Content Type ◽  
Self Identity ◽  
Fashion Products ◽  
Purchasing Behaviour ◽  
Luxury Products ◽  
The Uk

Purpose – It is generally agreed that marketing campaigns developed for western markets may not be appropriate for consumers living in eastern cultures, particularly with respect to strategies for promoting luxury brands. While consultancy reports and media commentaries show that rising levels of disposable income are driving increasing demand for luxury goods in China and Taiwan, for example, the academic literature offers very few consumer research findings clearly elucidating the different luxury purchasing behaviour of eastern and western consumers. The purpose of this paper is to compare the consumption of luxury products and luxury fashion purchasing habits in Taiwan and the UK, with particular reference to the fashion sector, focusing on a strategically important emerging market segment: young consumers of luxury brands. Design/methodology/approach – To achieve the study’s objectives, questionnaires were administered online in each of the two countries to females aged 18-26 years, who had made more than two luxury purchases in the year preceding the survey. Employing a two-wave survey, respondents were selected via social media and personal contacts in the UK and by means of snowball sampling in Taiwan. Findings – The study found one major point of difference among many similarities: the Taiwanese buyers scored significantly higher on indicators that they were treating luxury brands as a means of developing their self-identity and communicating their social standing: an important part of maintaining “face” in Asian cultures. These findings contain important strategic implications for luxury fashion brand managers developing marketing campaigns for the promotion of their brands in the distinctive cultures of Taiwan, Mainland China and their neighbours. Originality/value – The study reported in this paper compares the consumption of luxury products in Taiwan and the UK, with particular reference to the fashion sector. The study contributes to existing knowledge by evaluating differences and similarities in: first, the luxury fashion purchasing behaviour of young women in Taiwan and the UK; and second, the ways in which the two sets of consumers use luxury fashion products as an extension of their selves.

Building an organizational culture when delivering commercial experiences – the leaders’ perspective

2016 ◽  
Vol 8 (2) ◽  
pp. 229-244 ◽  
Author(s):  
Maria Eriksson ◽  
Pernilla Ingelsson
Keyword(s):  
Organizational Culture ◽  
Customer Value ◽  
Design Methodology ◽  
Interview Study ◽  
Research Purpose ◽  
Literature Study ◽  
Customer Demand ◽  
Content Type ◽  
Customer Expectations ◽  
Customer Involvement

Purpose The purpose of this paper is to identify, present and analyze the strengths and weaknesses mentioned by leaders when describing how their organization works with creating customer value in commercial experiences. Furthermore, the overall research purpose is to explore the creation of customer value in commercial experiences. Design/methodology/approach An interview study with eight managers focused on how their organization creates customer value when offering commercial experiences. Results were analyzed with regard to creating customer value, customer involvement and development of new experiences. Findings A literature study confirms an increasing interest in commercial experiences both financially and because of customer demand. The conducted interview study found several areas of improvement where the greatest potential was in the building of a strong organizational culture based on values to ensure co-creation of customer value between the organization and the customer. Also found to be important were working with customer involvement when co-producing the experience, discovering customer expectations and measuring the results of the delivered customer value. Originality/value When it comes to commercial experiences, one of the keys to creating customer value is the element of surprise and delivering the unexpected. This advocates studying the theory of attractive quality, discovering the unspoken needs of the customer.

The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minyoung Lee ◽  
Joonheui Bae ◽  
Dong-Mo Koo
Keyword(s):  
Online Survey ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Self Monitoring ◽  
Content Type ◽  
Need For Uniqueness ◽  
Self Construal ◽  
Interdependent Self ◽  
Luxury Products ◽  
Practical Implications

PurposePrevious research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption context is scarce. The present study aims to investigate various self-concepts and their mechanisms for inconspicuous and conspicuous luxury consumption.Design/methodology/approachAn experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.FindingsThe study findings are as follows. Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.Research limitations/implicationsThe present study uniquely shows conditions (moderated mediation) that the link between need for uniqueness (self-monitoring) and luxury consumption is stronger for those with independent (interdependent) self-construal than for those with interdependent (independent) self-construal. The present results extend and help better understanding of mechanisms and conditions of conspicuous and inconspicuous luxury consumption.Practical implicationsMarketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.Originality/valueThis research contributes to extant literature by distinguishing between conspicuous and inconspicuous luxury consumption with two different mechanisms (need for uniqueness and self-monitoring). The present study further demonstrates that the two mechanisms are strongly sustained differently depending on consumer's levels of self-construal.

Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China

2019 ◽  
Vol 31 (3) ◽  
pp. 647-669 ◽  
Author(s):  
Yushi Jiang ◽  
Miao Miao ◽  
Tariq Jalees ◽  
Syed Imran Zaman
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Reasoned Action ◽  
Ethical Reasoning ◽  
Past Research ◽  
Luxury Brands ◽  
Chinese Market ◽  
Content Type ◽  
Social Commitment ◽  
Luxury Products

Purpose The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention. Design/methodology/approach The scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model. Findings All the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies. Research limitations/implications Samples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region. Practical implications A few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers. Social implications A few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions. Originality/value The primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.

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.

Fragrances' luxury brand extension: consumer behaviour and influences

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jose Figueiredo ◽  
Vasco Eiriz
Keyword(s):  
Brand Management ◽  
Current Knowledge ◽  
Brand Extension ◽  
Decision Criterion ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Buying Behaviour ◽  
The Relationship ◽  
Depth Interviews

PurposeThis article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.Design/methodology/approachThis research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.FindingsThis research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.Originality/valueThis article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

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