Perceptions And Attitudes Towards Luxury Brand Products

GIS Business ◽  
2019 ◽  
Vol 14 (5) ◽  
pp. 45-53
Author(s):  
R. SATHYADEVI ◽  
R. ASWINI
Keyword(s):  
Luxury Brands ◽  
Related Factors ◽  
Luxury Goods ◽  
Luxury Brand ◽  
Perceptions And Attitudes ◽  
Actual Growth ◽  
Luxury Products ◽  
The Rich ◽  
Luxury Market ◽  
And Behavior

As consumers satisfy their feelings of pleasure and gratification through the luxury goods, the available luxury products will also continue to enhance its charm for consumers. The rich have no more a monopoly on the luxury goods. One of the most important factors leading to the actual growth of the luxury market is the introduction of luxury goods to the middle and upper-middle class. The present study attempted to analysis the knowledge, affection and behavior related discernment of the consumers on the luxury products.  For obtaining the objectives, the study adopted questionnaire to collect the data from the customers. The study collected data from the customer, who visiting the shopping malls for buying the luxury brand products. T  Test used to present the collected opinion of the consumers.  The study highlighted that most of consumers are depend with affect related factors to luxury brands compared with knowledge and behavior based factors.

Inconspicuous Luxury Consumption

2021 ◽  
pp. 65-85
Author(s):  
Aslı Tolunay Kuşçu
Keyword(s):  
Theoretical Framework ◽  
Value Proposition ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Economic Changes ◽  
Luxury Brand ◽  
Complex Development ◽  
Managerial Implications ◽  
Luxury Products

With luxury consumption still growing fast despite various challenges such as increasing competition, rise in rental luxuries, and in counterfeits, luxury brands are challenged with an additional and complex development: consumers' interest towards inconspicuous luxury products. Being one of the major characteristics of luxury goods, conspicuousness is losing its value among some luxury shoppers necessitating a new definition for luxury and a new value proposition for luxury brands. This chapter initially provides a review on luxury and on the different motivations that determine luxury consumption. Next, socio-economic changes that trigger the shift from conspicuous to inconspicuous luxury consumption is examined briefly. And finally, a discussion on why inconspicuous consumption is valued by consumers is followed by a theoretical framework on the motivations for inconspicuous luxury brand usage. The chapter then concludes with theoretical and managerial implications.

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.

Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences

2021 ◽  
pp. 86-107
Author(s):  
Esra Arıkan
Keyword(s):  
Brand Experience ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Luxury Brand ◽  
Relational Outcomes ◽  
Luxury Market

The extant research highlights that the strength of consumer-brand relationships is very much shaped by consumers' experiences with brands. Given the inherent characteristics of luxury brands, it is no surprise that luxury consumers expect much more intense experiences, and thus the delivery of a superior brand experience is a necessity in the luxury market. Therefore, both marketing scholars and brand managers in the luxury market need to acknowledge the power of brand experiences as a way to strengthen consumer-brand relationships. However, despite the need for a deeper understanding of brand experience in the context of luxury brands, still much remains unknown regarding the factors that can be used to enhance brand experience. Building on this gap in the literature, this chapter investigates the relational outcomes of brand experience and subsequently discusses the various drivers that luxury brands can use to enhance luxury brand experience and thus develop stronger consumer-brand relationships.

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.

Retaining the allure of luxury brands during an economic downturn

2015 ◽  
Vol 19 (4) ◽  
pp. 416-429 ◽  
Author(s):  
Salah Hassan ◽  
Melika Husić-Mehmedović ◽  
Philippe Duverger
Keyword(s):  
Competitive Advantage ◽  
Economic Downturn ◽  
Luxury Brands ◽  
Negative Consequences ◽  
Global Marketplace ◽  
Content Type ◽  
Luxury Brand ◽  
Global Brands ◽  
The Media ◽  
Luxury Market

Purpose – Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues. Design/methodology/approach – A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe. Findings – This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for luxury brands competing in the global marketplace. Another question addressed by this study is should the luxury brand modulate the message projected in the media away from luxury and closer to quality or other stimuli less associated with luxury in order to avoid luxury shame. All these are questions addressed by this imperial study to investigate how the brand globalness influences consumer perceptions in global recessionary times. Originality/value – The proposed research formulates an empirical study of the underlining effects of what is referred to as “glocalization” in the literature on the luxury positioning. This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for a luxury company competing in the global marketplace.

Research on the Marketing of Fashion Luxuries in China

2011 ◽  
Vol 175-176 ◽  
pp. 843-848 ◽  
Author(s):  
Xiao Yu Liu ◽  
Yan Chen ◽  
Li Li Zhang
Keyword(s):  
Qualitative Approach ◽  
Marketing Strategies ◽  
Market Development ◽  
Luxury Brands ◽  
Interview Methods ◽  
Luxury Products ◽  
Luxury Market

Nowadays the market of fashion luxury is expended in China. Foreign luxury brands have been landing in China in succession and the fashion luxury as an important part of luxury products has also showed a prosperity market. By using of brand theory, the definitions of luxuries and fashion luxuries are given to analyze the characters of fashion luxuries under the premise of a profound understanding of meaning and role of the brand. The approaches of qualitative are used in combination in this article. The qualitative approach is applied to analyze the market of luxuries in China, the consumers’ behaviors and the consumers’ psychology. The interview methods are adopted to collect information. The elements of fashion luxuries and the indicators for physical and psychological are analyzed and proposed. On the basis of above researches, the marketing strategies for the development of domestic fashion luxury are raised up. Main points are given in this paper can be applied as a foundation of the fashion luxury market development. It makes helpful suggestions for native luxury brands’ designing and for marketing strategy’s planning. It is hopeful to provide practical ideas and methods for administrators of fashion luxury brands’ management and operation.

scholarly journals The Object and Art of Luxury Consumption

2016 ◽  
Author(s):  
Mike Featherstone
Keyword(s):  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Artistic Production ◽  
Art Objects ◽  
Luxury Market ◽  
The Prestige

This chapter looks at two dynamics of luxury — the ‘democratisation’ of luxury, which occurs when such goods are made more widely available; and the rebranding of luxury goods as art objects, which emphasize their value in how unique and exclusive they are. The expansion of the luxury market and the more general ‘democratisation of luxury’ not only means that luxuries are everywhere, it also creates pressures to develop even more exclusive goods, stimulating ultra-luxury brands and the bespoke luxury market. Moreover, if it is possible for the luxury house to appropriate the aura of the artist and artistic production, then the prestige of their goods will necessarily rise. In exploring these tensions, the chapter looks at the broader issues of access to luxuries, the sustainability of their production, their just distribution, and the possibility of a space beyond.

scholarly journals Unique Brand Extension Challenges For Luxury Brands

2011 ◽  
Vol 4 (10) ◽  
Author(s):  
Nicole Stegemann
Keyword(s):  
Brand Equity ◽  
Marketing Strategies ◽  
Brand Extensions ◽  
Luxury Brands ◽  
Font Size ◽  
Demand And Supply ◽  
Luxury Brand ◽  
Parent Brand ◽  
Luxury Market ◽  
The Impact

<p class="MsoBodyTextIndent3" style="line-height: normal; margin: 0in 34.2pt 0pt 0.5in;"><span style="font-style: normal;"><span style="font-size: x-small;"><span style="font-family: Times New Roman;">This article addresses the impact of brand extensions on the brand equity of luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>A review of the developments in the luxury market has shown significant changes in demand and supply sides.<span style="mso-spacerun: yes;">&nbsp; </span>The luxury market has been growing rapidly over the last 20 years, and luxury brands, formerly reserved for a small group of privileged individuals, are now available to more consumers.<span style="mso-spacerun: yes;">&nbsp; </span>Meanwhile, luxury goods manufacturers have been applying new marketing strategies, and extending their brands without any insights as to the consequences for their brands.<span style="mso-spacerun: yes;">&nbsp; </span>Despite these changes, little research has investigated the luxury market.<span style="mso-spacerun: yes;">&nbsp; </span>Therefore, a systematic review has been undertaken regarding the nature of luxury brands and research measuring individual luxury brand equity elements such as attitudes and perceptions.<span style="mso-spacerun: yes;">&nbsp; </span>Deviating results in the application of concepts for non-luxury brands to luxury brands have been found due to the abstract and emotional nature of luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>These results support the development of distinct brand equity constructs for luxury brands.<span style="mso-spacerun: yes;">&nbsp; </span>The main focus of this article is the impact of luxury brand extensions on the parent brand&rsquo;s equity and the proposal of a framework to allow the impact to be measured.</span></span></span></p>

Pre-loved luxury: identifying the meanings of second-hand luxury possessions

2015 ◽  
Vol 24 (1) ◽  
pp. 57-65 ◽  
Author(s):  
Linda Lisa Maria Turunen ◽  
Hanna Leipämaa-Leskinen
Keyword(s):  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Reputational Risk ◽  
Brand Marketing ◽  
Managerial Implications ◽  
Symbolic Value ◽  
Risk Investment

Purpose – The purpose of this study is to shed light on the consumption of second-hand luxury brands, identifying the meanings attached to second-hand luxury possessions in the context of fashion and, specifically, in the case of luxury accessories. Prior discussions of luxury consumption and marketing have focused on brand-new luxury goods, thus largely neglecting the emergence of markets for used luxury products. Design/methodology/approach – The empirical data for this study were generated through interviews with ten Finnish women and through fashion blogs concerning luxury goods that are bought second-hand. Findings – The findings show that second-hand luxury possessions are characterized by five different meaning themes: Sustainable Choice, Real Deal, Pre-loved Treasure, Risk Investment and Unique Find. The study highlights how consumers are able to achieve luxury experiences even without exclusive service, as the informants attached meanings of luxury to second-hand luxury possessions, especially with regard to the symbolic value and authenticity of the product. However, the meaning of authenticity appears to be a double-edged sword in this context, as consumers may also consider that they are taking a financial as well as reputational risk when acquiring a previously owned luxury item. Originality/value – This study brings forward novel viewpoints to discussions on luxury brand marketing by connecting the issue with the topical phenomenon of second-hand and luxury consumption. The study suggests important managerial implications for luxury brand marketers.

scholarly journals RESSO: a social media network for luxury retail

2021 ◽  
Author(s):  
Asma Arslan
Keyword(s):  
Social Media ◽  
Social Stratification ◽  
Brand Management ◽  
Luxury Brands ◽  
Market Place ◽  
Psychological Study ◽  
Luxury Brand ◽  
Online Sales ◽  
Luxury Market ◽  
Social Media Network

This Major Research Project investigates the role of social media to fill the gap created in online and offline dynamics of Luxury Industry over the recent years. This gap is evident in the fact that 75% research about a purchase is done online but online sales bring are only a mere 6%. Psychological study of luxury brand consumers informs the aim of luxury brands to mainly deliver status elevation, social stratification and internal satisfaction. Resso is a project inspired by the psychological objectives of luxury consumers and online consumers decision journey referred to as CDJ. Resso is an online hybrid luxury market place which is a highly interactive social media network where users shop luxury goods. They also receive luxury client services, offers, access to latest reviews and YouTube influencers linked to each product. Users make real connections with each other and an option to give and track charity on one digital platform. The paper will discuss theories of luxury brand management, present digital scenario, the design structure and affordances of the project Resso.

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