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.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

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.

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>

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.

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.

Consumer-brand relationships in step-down line extensions of luxury and designer brands

2014 ◽  
Vol 18 (2) ◽  
pp. 145-168 ◽  
Author(s):  
Kamilla Hanslin ◽  
Anne Rindell
Keyword(s):  
Product Category ◽  
Research Approach ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Content Type ◽  
Luxury Brand ◽  
Line Extensions ◽  
Brand Relationship ◽  
Step Down

Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury brands. The study is positioned within fashion industry. Design/methodology/approach – A qualitative research approach is adopted analyzing data from 13 open consumer interviews. Photo collages of luxury brands and their step-down line extension logos were used as inspiration for informants in the interviews. Findings – Findings show that consumer-brand relationships mostly follow earlier identified consumer-brand relationships. However, five new relationship types (status, inspirational, impulse, rewarding and turncoat) are identified. All but status relationships can be generalized also to other contexts than the luxury brand context. Research limitations/implications – The study advances the understanding of luxury products and their step-down line extensions from a consumer perspective. However, due to the exploratory nature of the study the data are limited. Practical implications – This study showed that step-down line extensions are not perceived as that important that they could not be replaced with another brand in the same product category. Informants often preferred step-down line extensions to parent brands due to their more suitable design, even when the informant was hypothetically asked if the opinion would change if economic issues were not a restraint. Managers are encouraged to analyze their brands based on a brand-relationship approach. Originality/value – The study uses the concept consumer-brand relationship as a new way to understand how consumers relate to line extensions in a luxury brand context. The approach is novel.

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.

scholarly journals The effect of vertical brand extensions on consumer-brand relationships in South Africa

2017 ◽  
Vol 48 (1) ◽  
pp. 1-10 ◽  
Author(s):  
O. Muroyiwa ◽  
R. Abratt ◽  
M. Mingione
Keyword(s):  
South African ◽  
Negative Impact ◽  
Brand Extensions ◽  
Brand Commitment ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Vertical Step ◽  
The Impact

The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.

scholarly journals Regional Approach to Luxury Market Segmentation: The Case Of Western Balkans

2015 ◽  
Vol 1 (5) ◽  
pp. 7-20
Author(s):  
Melika Husic-Mehmedovic ◽  
Emir Agic
Keyword(s):  
Main Idea ◽  
Consumption Patterns ◽  
Market Segment ◽  
Luxury Brands ◽  
Western Balkans ◽  
Luxury Consumption ◽  
Luxury Brand ◽  
Major Transitions ◽  
Post War ◽  
Luxury Market

Nature of the luxury brand requires limited market in order to maintain exclusivity. Individual countries in the Western Balkans are not lucrative per se, therefore, regional segmentation is needed in the case of luxury brands. Countries of Western Balkan, i.e. Bosnia and Herzegovina, Croatia, Serbia and Slovenia are all post-socialist, post-war countries currently going through major transitions. Rather small markets are yet to be established in its final form politically, economically, socially and culturally and individually. Foreign investors and world’s leading companies are concerned mainly about the size of the potential individual market. The main idea of this paper is to analyze luxury consumption in the Western Balkans region in order to identify some consumption patterns and to describe the regional luxury consumer. Broad study among 800 respondents in four countries defines demographics and buying intent of the luxury consumers. Moreover, this study identified luxury consumer region-wide and helps luxury brand managers to target those small countries together as a rather significant market segment of approximately 20.000 consumers. The region that has shared similar historical and cultural facts proved to have similar or the same luxury consumption patterns. This paper has significant practical value for the luxury brand managers and their segmentation of the Western Balkan countries. They will decide much easier to target this region knowing that consumers are sharing the same lifestyle and preferences regarding the luxury consumption. Main limitation of the research is the average income of the sample. However, the top market segment is always difficult to reach with surveys, therefore, qualitative approach might be used in the further studies in this regard.

Luxury in Emerging Markets: Towards Understanding New Prestige Brands in India

2020 ◽  
Author(s):  
Glyn Atwal ◽  
Douglas Bryson ◽  
J. P. Kuehlwein
Keyword(s):  
Emerging Markets ◽  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Building ◽  
The Future ◽  
Sustainable Advantage ◽  
Brand Strategies ◽  
Luxury Market

The complexity of luxury- and prestige-brand consumer behaviour combined with the relevance of “new prestige” has created a novel paradigm for luxury-brand strategies in emerging markets. As the luxury market in many emerging markets continues to grow, and in some cases approaches maturity, executives will need to consider appropriate tactics in order to achieve a sustainable advantage with luxury and prestige brands. With a focus on India, this chapter consequently applies the following principles of prestige brand building: (1) mission incomparable, (2) longing versus belonging, (3) from myth to meaning, (4) the product as manifestation, (5) living the dream, (6) unselling, and (7) never-ending growth. Examples include local and international brands with varying degrees of “luxuriousness”. Insights will provide luxury executives the option of using the principles of modern prestige branding to build the future of their brand on a robust foundation.

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