The Effect of Multidimensional Values of Luxury Brands on Consumers’ Purchase Intentions: Verification of the Effects of the Visibility of Products and Identifying Important Dimensions of Values

The millennials are an important cohort in luxury market, because of their purchasing power and the power of social media interaction. However, little is known about factors underlying their attitudes toward luxury fashion brands and online purchase intentions. This study explores whether materialism, a need for uniqueness, susceptibility to informative influence, and social media usage affect millennials’ attitudes toward luxury fashion brands and online purchase intentions. In addition, this research examines cross-cultural differences between Russian and Korean millennials based on four cultural dimensions of Hofstede’s model. The results indicated that all factors significantly related to attitudes towards luxury brands, and this, in turn, positively effect on online purchase intentions. Moreover, the results indicated that millennials from Korea and Russia pursue a need for uniqueness, some differences were revealed regarding materialism, susceptibility to informative influence and social media usage. Theoretical and practical implications are further discussed.

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Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification Among Product Categories and Brand Ranks

Science Journal of Business and Management ◽

10.11648/j.sjbm.s.2015030201.11 ◽

2015 ◽

Vol 3 (2) ◽

pp. 1 ◽

Cited By ~ 2

Author(s):

Kazutoshi Fujiwara

Keyword(s):

Customer Experience ◽

Purchase Intentions ◽

Luxury Brands ◽

Product Categories

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Upcycled vs. Recycled Products by Luxury Brands

Advances in Marketing, Customer Relationship Management, and E-Services - Developing Successful Global Strategies for Marketing Luxury Brands ◽

10.4018/978-1-7998-5882-9.ch011 ◽

2021 ◽

pp. 197-212

Author(s):

Feray Adıgüzel ◽

Carmela Donato

Keyword(s):

Experimental Study ◽

Experimental Design ◽

Sustainable Consumption ◽

Purchase Intentions ◽

Marketing Communications ◽

Luxury Brands ◽

Environmental Consciousness ◽

Sustainable Products ◽

Subject Design

This chapter aims at covering an important gap, contributing to research in the field of luxury markets as well as sustainable consumption, and focuses on new sustainable products by luxury brands. Through an experimental study 3x1 between-subject design in which the product material (upcycled vs. recycled vs. virgin) of a fictitious luxury product was manipulated, the authors investigated which luxury product (upcycled vs. recycled vs. not sustainable) is preferred by consumers in terms of attitude and purchase intentions. Results of this experimental design can inform luxury product managers and designers about whether consumers react more positively towards upcycle vs. recycle products when consumers' status motives and environmental consciousness increase. In addition, they can understand the reasons and emphasize those in their marketing communications to increase demand for those products with this study.

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Licensing a sports brand: effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions

Journal of Product & Brand Management ◽

10.1108/jpbm-05-2014-0579 ◽

2015 ◽

Vol 24 (3) ◽

pp. 198-210 ◽

Cited By ~ 11

Author(s):

Dae Hee Kwak ◽

Youngbum Kwon ◽

Choonghoon Lim

Keyword(s):

Team Performance ◽

Product Category ◽

Purchase Intentions ◽

Analysis Of Covariance ◽

Team Identification ◽

Content Type ◽

Value Propositions ◽

The Usa ◽

Multidimensional Values ◽

Team Brand

Purpose – The purpose of this paper is to gain insight into how consumers value sports team-branded merchandise. Two experiments are conducted to examine the effects of rivalry and team identification on evaluations of licensed product (Study 1). Study 2 examined the effects of team brand cue, team performance priming and product category on licensed product evaluations. Design/methodology/approach – Study 1 (N = 104) examined the effects of team rivalry and team identification on multidimensional product values and purchase intent. In Study 2, a 3 (performance priming: positive/negative/neutral) × 2 (team brand cue: present/absent) × 2 (product category: symbolic/utilitarian) between-subjects design (N = 285) was utilized. Samples were recruited from students and alumni at a large Midwestern university in the USA. A series of multivariate analysis of covariance was conducted to test the proposed hypotheses. Findings – Fans view a product licensed with a rival team’s logo to have significantly less functional, emotional and social value than a product licensed with their favorite team’s logo. Highly identified fans showed greater bias in evaluating the product than less identified fans. Team performance priming also moderated the effect of team brand cues on purchase intentions toward the licensed product. Research limitations/implications – Team identification level accentuates bias in valuations of a licensed product. In addition, better performance of a team further motivates purchase decisions. Use of a collegiate brand in this study limits generalizability of the findings. Practical implications – Practitioners should realize that simple heuristic cues can change consumers’ perceptions of licensed merchandise product values. Originality/value – The current study extends previous research on licensed product valuation by using multidimensional value propositions and a variety of product-related cues.

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Can brands deviate from their brand aesthetic? Brand luxury status as a moderator

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-05-2018-0072 ◽

2019 ◽

Vol 23 (2) ◽

pp. 176-192

Author(s):

Christin Seifert ◽

Tianyu Cui ◽

Veena Chattaraman

Keyword(s):

Repeated Measures ◽

Purchase Intention ◽

Purchase Intentions ◽

Aesthetic Judgment ◽

Luxury Brands ◽

Design Decisions ◽

Content Type ◽

Consumer Responses ◽

Design Consistency ◽

Practical Implications

PurposeThe purpose of this paper is to examine the effect of brand design consistency (BDC) on consumers’ aesthetic judgment and purchase intention; and whether this effect of BDC is moderated by a brand’s luxury status.Design/methodology/approachA mixed-factorial experimental design that manipulated the BDC of handbags (prototypical/high/low) and brand luxury status (luxury/non-luxury) was conducted among 311 female participants to test the proposed hypotheses.FindingsResults obtained fromt-tests and repeated measures ANCOVA demonstrate that prototypical brand designs, followed by high, and then low BDC products, evoked the most positive consumer responses. Additionally, brand luxury status moderated the effect of BDC on consumer response, such that the effect was more salient for non-luxury than luxury brands.Practical implicationsLuxury brands are able to leverage the halo effect, as perceived brand design inconsistency has a lesser impact on consumers’ purchase intentions than for non-luxury brands. Non-luxury brands have less latitude to deviate from their brand aesthetic, and maintaining BDC in new products is imperative for these brands.Originality/valueDesigners constantly navigate the thresholds of their brand’s aesthetic in design decisions; however, few studies have investigated consumer responses to deviations from brand aesthetics. To the authors’ knowledge, no studies have examined this phenomenon in relation to a brand’s luxury status, a factor that critically impacts consumers’ design expectations.

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Understanding the antecedents to luxury brand consumer behavior

Journal of Product & Brand Management ◽

10.1108/jpbm-09-2020-3126 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Christine M. Kowalczyk ◽

Natalie A. Mitchell

Keyword(s):

Reference Group ◽

Structural Equations ◽

Purchase Intentions ◽

Consumer Knowledge ◽

Luxury Brands ◽

Group Influence ◽

Content Type ◽

Luxury Brand ◽

Value Perceptions ◽

The Usa

Purpose This paper aims to investigate how consumers perceive the value of luxury brands and the antecedents to these perceptions, including consumer knowledge, reference group influence and accessibility. Prior studies focused less on the salience of consumer knowledge and sources of luxury information, in addition to their accessibility to luxury. Hence, a more nuanced luxury conceptualization is needed to reflect luxury’s conceptual fluidity, consumers’ different lived experiences, accessibility levels and persistent retail marketing changes. Design/methodology/approach In a survey involving 475 US respondents, five hypotheses were tested and analyzed with structural equations modeling, examining the relationships among knowledge and accessibility of luxury brands, as well as reference group influence and its impact on consumer value perceptions of luxury brands and consumer behaviors. Findings Significant relationships were found for all five hypotheses and demonstrated that knowledge, reference group influence and accessibility have strong relationships with consumers’ personal value perceptions of luxury brands and behavioral measures, including purchase intentions, willingness to recommend to a friend and willingness to pay a price premium. Originality/value This conceptualization recognizes that consumers must have luxury brand awareness prior to reference group influence, developing individual luxury value perceptions and entering the buying process. This research contributes to the literature by highlighting consumers’ views of the luxury category, which induce perceptions and potential outcomes. It also expands the understanding of consumer’s accessibility to luxury products, which impacts purchase intentions. While it was conducted in the USA, it yields broader consumer perspectives.

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