Influence of number magnitude in luxury brand names on consumer preference

2019 ◽  
Vol 47 (5) ◽  
pp. 1-9 ◽  
Author(s):  
Wenting Feng ◽  
Tao Wang ◽  
Guo Rui
Keyword(s):  
Consumer Preference ◽  
Consumer Involvement ◽  
Brand Names ◽  
Luxury Brands ◽  
Brand Name ◽  
Luxury Brand ◽  
Number Magnitude ◽  
The Relationship ◽  
Moderating Role

In this study we built on scarcity theory, to conduct two experiments in which we investigated the influence of arbitrary numbers we inserted into brand names of luxury products. In Study 1 we recruited 68 consumers who were each assigned to one of two groups (small number or big number for brand name), in order to test consumers’ preferences for luxury brands with names of different number magnitudes. The results revealed that a product with a small number in the brand name was received more favorably than was a product with a big number in the name. Scarcity mediated the relationship between number magnitude and preference. In Study 2 we tested the moderating role of involvement. Number magnitude of the brand name influenced preference through scarcity when involvement was high but not when it was low. Thus, we found that numbers in the name of a luxury brand arbitrarily impacted consumers’ perceptions of scarcity, which influenced their preference in regard to brand. This relationship was moderated by involvement. The results suggest that manufacturers of luxury brands should use a small number in their brand name, and should increase the degree of consumer involvement to elevate consumer preference for the brand.

Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market

2021 ◽  
Vol 47 (1) ◽  
pp. 41-55
Author(s):  
Fariborz Rahimnia ◽  
Nazanin Hosseini Arian
Keyword(s):  
Purchase Intention ◽  
Positive Attitude ◽  
Emerging Market ◽  
Economic Benefits ◽  
Equation Modeling ◽  
Luxury Brand ◽  
Value Perception ◽  
The Relationship ◽  
Moderating Role

The purpose of this research is to investigate the moderating role of positive attitude toward economic benefit of counterfeit products in the relationship between luxury value perception and purchase intention of luxury brands among Iranian consumers. Data were collected using questionnaires, which were completed by 386 customers at various shopping malls. Structural equation modeling was used to test the direct hypotheses in Amos v.18, and moderated regression analysis to test the moderating hypothesis in SPSS v.19. The results indicate that financial and social value are important drivers of luxury value perception in shaping the purchase intention of consumers, while functional value is not involved in this regard. Moreover, attitude toward counterfeits, as a moderator, reduces the positive effect of luxury value perception on purchase intention. This research provides important insights not only with regard to market entry decision-making but also to develop marketing strategies for positioning a luxury brand in an Asian emerging market. The findings could be potentially generalized to other developing countries in the Middle East with analogous socioeconomic and cultural circumstances. While several studies have been conducted regarding counterfeiting and luxury brand consumption, this is an initial investigation on the moderating role of positive attitude toward economic benefits of counterfeits in the relationship between luxury value perception and purchase intention in the context of an emerging market. This research facilitates further investigations in this regard.

The Impact of Lifestyle and Attitude Functions on Luxury Goods on Emotional Attachment Towards Luxury Brands

2017 ◽  
Vol 7 (2) ◽  
pp. 21-40
Author(s):  
Mohammad Kashani ◽  
Alireza Aslani ◽  
Mohammad R. Esfidani ◽  
Seyed Reza Seyed Javadin
Keyword(s):  
Social Status ◽  
Age Groups ◽  
Emotional Attachment ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Luxury Brand ◽  
Luxury Products ◽  
The Impact ◽  
The Relationship

The purpose of this article is to investigate the effect of individuals' life on the consumers' emotional attachment to the luxury products. The mediation role of individuals' attitudes has been investigated for the relationship between lifestyle and emotional attachment. First, the respondents have been divided into four categories that relate to their lifestyle - concerning their income and desire for social status. Then, the authors deal with the investigation of lifestyle effect on the emotional attachment to the luxury products. The attitude of different age groups has been investigated by the mediation role of the lifestyle and emotional attachment. Finally, elements have been investigated including the accurate recognition of brand by the aristocratic class, communicative and non-communicative motives in different lifestyles, and the relation between price and brand prominence. The findings show that the individual's lifestyle influences on the emotional attachment to the luxury products, as well as the existing attitudes in different age groups mediate the relation between lifestyle and emotional attachment to the luxury brand. The aristocratic class accurately recognise the signs of luxury brands. Also, the motives of communicative and non-communicative individuals are expressed in a variety of styles. Finally, a connection between price and brand prominence is discussed.

What’s in a name? Scent brand names, olfactory imagery, and purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hua (Meg) Meng ◽  
César Zamudio ◽  
Rober D. Jewell
Keyword(s):  
Purchase Intention ◽  
Brand Names ◽  
Purchase Intent ◽  
Design Decision ◽  
Brand Name ◽  
Verbal Cues ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention. Design/methodology/approach Five studies were conducted. Logistic regression analysis was used to predict likelihood of olfactory imagery formation. ANOVA and t-test analyses were used for scent brand name group comparisons, and serial mediation analysis was used to test how scent brand names impact purchase intention through olfactory imagery vividness and the (dis)confirmation between imagined (i.e. expected) and experienced scents. Findings Scent name familiarity stimulates olfactory imagery formation. Scent brand name specificity (e.g. “Lavender Bouquet” vs. “Floral Bouquet”) influences purchase intention, with specific names leading to lower purchase intention, because they generate vivid olfactory imagery and induce a disconfirmation between imagined and experienced scents. Practical implications Branding scents on products should be a strategic product design decision. Surprisingly, although specific scent brand names trigger vivid olfactory imagery and precise scent expectations, they mitigate purchase intention and thus are riskier. General scent brand names are safer. Originality/value This research contributes by extending the literature on the effect of verbal cues on scent perception by considering the role of scent brand name specificity on purchase intent. It also adds to work on how olfactory imagery influences purchase intention by incorporating olfactory imagery vividness. Finally, it proposes and tests an underlying cognitive mechanism to explain the relationship between scent brand names and purchase intention.

Do luxury brands successfully entice consumers? The role of bandwagon effect

2017 ◽  
Vol 34 (4) ◽  
pp. 498-513 ◽  
Author(s):  
Shayan Shaikh ◽  
Aneela Malik ◽  
M.S. Akram ◽  
Ronika Chakrabarti
Keyword(s):  
Personality Traits ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Need For Uniqueness ◽  
The Relationship

Purpose The purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the effects of consumers’ interdependent and independent orientations on their personality traits, such as conformity, need for uniqueness and status consumption, which in turn affect their bandwagon luxury brand consumption. Design/methodology/approach A paper-based survey method is used to collect data from more than 400 Pakistani consumers indulging in bandwagon luxury brand consumption. The model is estimated through structural equation modeling. Findings The results show that individuals’ personality traits significantly affect their bandwagon luxury brand consumption. Further, the results suggest that the relationship between individuals’ interdependent/independent orientation and bandwagon luxury brand consumption is partially/fully mediated by their personality traits. Research limitations/implications These findings offer insights into consumers’ perceptions about bandwagon luxury brand consumption and provide useful managerial implications for the managers/marketers to build reputable luxury brands. Originality/value This research contributes to the literature by investigating the mediating role of consumers’ personality traits in the relationship between their interdependent/independent orientation and bandwagon luxury brand consumption behavior. There is scant literature on bandwagon luxury brand consumption, especially in the context of collectivistic society where the proposed framework has been empirically tested.

Austerity to materialism and brand consciousness: luxury consumption in India

2018 ◽  
Vol 22 (2) ◽  
pp. 223-239 ◽  
Author(s):  
Nikita Sharda ◽  
Anil Kumar Bhat
Keyword(s):  
Purchase Intention ◽  
Brand Names ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
The Social ◽  
Indian Consumers ◽  
The Relationship ◽  
Self Administered Questionnaire

Purpose The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers. Design/methodology/approach In order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis. Findings The findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands. Practical implications The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers. Originality/value The key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.

Context influences on the relationship between views of aging and subjective age: The moderating role of culture and domain of functioning.

2017 ◽  
Vol 32 (5) ◽  
pp. 419-431 ◽  
Author(s):  
Thomas M. Hess ◽  
Erica L. O'Brien ◽  
Peggy Voss ◽  
Anna E. Kornadt ◽  
Klaus Rothermund ◽  
...  
Keyword(s):  
Subjective Age ◽  
The Relationship ◽  
Moderating Role

Moderating Role of Stress, Anxiety, and Depression in the Relationship Between Tinnitus and Hearing Loss Among Patients

2020 ◽  
Vol 34 (4) ◽  
pp. 753-772
Author(s):  
Ammar Ahmed ◽  
Muhammad Aqeel ◽  
Tanvir Akhtar ◽  
Sammeen Salim ◽  
Bashir Ahmed
Keyword(s):  
Hearing Loss ◽  
Psychological Problems ◽  
Anxiety And Depression ◽  
Adaptation Level ◽  
Depression Anxiety Stress Scale ◽  
Neuropsychological Theory ◽  
Anxiety Depression ◽  
The Relationship ◽  
Moderating Role

Adaptation level theory of tinnitus and neuropsychological theory of tinnitus are extensively used frameworks for understanding emotional and psychological distress among tinnitus sufferers. Objective of the present study was to investigate potential associations between hearing loss, tinnitus, anxiety, depression, and stress. The Tinnitus Handicap Inventory (Newman, Jacobson, & Spitzer, 1996) and the Depression, Anxiety, Stress Scale (Lovibond & Lovibond, 1995)scales were administered to a sample of 110 tinnitus outpatients recruited from Audiology departments of Lahore and Rawalpindi hospitals. Results revealed tinnitus was positively linked with psychological problems. Additionally, it was established that tinnitus is a positive significant predictor for anxiety, stress and depression. The moderation models related to the interactions between psychological problems and hearing loss were negative significant predictors for tinnitus symptoms. Moreover, the comparative analysis between gender differences revealed a significant diversity in the levels of stress, anxiety, and depression. Results also elucidated that patients at initial stages of hearing loss were more prone towards reporting tinnitus symptoms along with emerging psychological problems.

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