Don't Fall into Exquisite Poverty: The Impact of Mismatch between Consumers and Luxury Brands on Happiness

2022 ◽  
Author(s):  
Jing Zhang ◽  
Mingliang Chen
Keyword(s):  
Luxury Brands ◽  
The Impact

Materialism moderates the impact of mortality salience on impulsive tendencies toward luxury brands

Death Studies ◽  
2017 ◽  
Vol 42 (2) ◽  
pp. 115-122 ◽  
Author(s):  
Catherine Audrin ◽  
Boris Cheval ◽  
Julien Chanal
Keyword(s):  
Mortality Salience ◽  
Luxury Brands ◽  
The Impact

scholarly journals The Impact of Country of Brand Image on Symbolic Value of Luxury Brands

2020 ◽  
Author(s):  
Qi Qiu ◽  
Yonggui Wang ◽  
James Richard ◽  
Xiaoyan Wang
Keyword(s):  
Brand Image ◽  
Luxury Brands ◽  
Symbolic Value ◽  
The Impact

No description supplied

Luxury in China

2021 ◽  
Author(s):  
Qing Wang
Keyword(s):  
Emerging Economies ◽  
Chinese Culture ◽  
Luxury Brands ◽  
Cultural Narratives ◽  
Luxury Consumption ◽  
Major Market ◽  
Global Pandemic ◽  
Depth Analysis ◽  
Different Cultures ◽  
The Impact

Luxury brands embody strong cultural narratives to express their authentic value and to make them more desirable. With globalisation and the democratisation of luxury, the nature of luxury consumption is changing. Emerging economies such as China have become not only the major market but a source of design inspiration for luxury brands. This chapter provides a systematic review of luxury brands in China in three distinct stages, followed by an in-depth analysis of the nature of luxury consumption in China and the transportation mechanism of brand narratives to different cultures. It concludes with several important findings and indicates that good storytelling provides an anchor for a brand’s esteem both at home and abroad. Instead of merely communicating the cultural narratives of their Western origin, luxury brands need to identify with Chinese culture in all elements of their business, from product design to brand communication. Finally, this chapter explores the impact of the global pandemic on luxury brands in China.

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.

Slogans With Negations’ Effect on Sustainable Luxury Brand

2021 ◽  
pp. 183933492110466
Author(s):  
Felix Septianto ◽  
Joya Kemper ◽  
Gavin Northey
Keyword(s):  
Cognitive Flexibility ◽  
Communication Strategies ◽  
Experimental Studies ◽  
Effective Communication ◽  
Brand Attitudes ◽  
Luxury Brands ◽  
Consumer Responses ◽  
Luxury Brand ◽  
The Impact

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

“Exclusivity Dared”

2017 ◽  
pp. 165-177
Author(s):  
Aster Mekonnen ◽  
Liz Larner
Keyword(s):  
Internet Technology ◽  
Added Value ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Digital Revolution ◽  
Digital Era ◽  
Michael Porter ◽  
Goods Market ◽  
The Impact

While the luxury goods market has been slow to embrace and capitalise on the opportunities related to the digital era that has not been the case for their customers. Fashion luxury brands are no exception to this and some have been noted for their inability to keep up with the digital revolution. In the case of fashion luxury brands, whilst some argue that the offline-online integration has added value to the brands others suggest that it has eroded the panache associated with luxury brand. As luxury fashion brands play a significant role in shaping the fashion industry one cannot ignore the approach to digital integration and the impact it may have on the direction the fashion industry takes. As noted by Michael Porter (2001) whether one should integrate internet technology as part of their business plan is no longer questionable, but rather a matter of how it may be most effectively deployed. Based on case studies this chapter investigates how successful integration of the offline with the online environment can be achieved for such a dynamic industry.

Can premium private labels compete with luxury brands: the impact of advertising on perceived luxuriousness

2019 ◽  
Vol 39 (6) ◽  
pp. 761-782 ◽  
Author(s):  
Seoyoung Kim ◽  
Sungkyu Lee ◽  
Jong-Ho Lee ◽  
Charles R. Taylor
Keyword(s):  
Luxury Brands ◽  
Private Labels ◽  
The Impact

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.

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