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Consumer meaning making: the meaning of luxury brands in a democratised luxury world
Liselot Hudders, Mario Pandelaere and Patrick Vyncke, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 391-412
The nature of luxury is constantly changing and this makes it difficult to formulate a universal definition of luxury brands.
The nature of luxury is constantly changing and this makes it difficult to formulate a universal definition of luxury brands. The current paper aims to enrich the understanding of luxury brand meaning from a consumer perspective. In particular, this paper investigates consumers’ perceptions of luxury brands based on the extent to which they associate various attributes to luxury brands. A large-scale survey in the Flemish part of Belgium reveals three facets of luxury brand meaning: an expressive facet that refers to the exclusivity of luxury brands, an impressive-functional facet that refers to premium quality and an impressive-emotional facet that refers to extraordinary aesthetic aspects. In addition, the current study distinguishes three consumer segments (i.e. impressive, expressive and mixed segment) that differ from each other for the importance they attach to these facets of luxury brand meaning. The impressive segment associates luxury brand meaning with both impressive-functional and impressive-emotional facets, while the expressive segment associates luxury brand meaning with the expressive facet, rather than with impressive facets. The third segment, mixed group, thinks both expressive and impressive facets of luxury brand meaning need to be present before a brand can be categorised as luxury brand. In addition, the current study extends previous segmentations by providing a detailed profile of the segments. In particular, this study shows that the views are differentially related to both individual difference variables and various aspects of individual well-being (i.e. self-esteem and negative affect).
Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations
Sara Kamal, Shu-Chuan Chu & Mahmood Pedram, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world.
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world. This study investigates whethermaterialism, an important construct of consumer behavior, is a consequence of socialmedia usage, which also influences users' attitudes toward social media advertising (SMADV) among American and Arab young social media users. In addition, this study examines the relationship between materialism and purchase intention of luxury fashion goods across American and Arab users. Overall, the results suggest that Arab social media users exhibited higher levels of materialism and social media usage as well as more favorable attitudes toward SMADV than did American users. In both samples, social media usage positively predicts materialism and users' SMADV attitudes. Both samples showed positive relationships between materialism and purchase intention toward luxury fashion goods. Theoretical and managerial implications for global online advertisers are provided.
Eat the rich! Do Euro-millionaires have post-materialist attitudes?
Kerstin Klär and Oliver Tabino, ESOMAR, Qualitative Research, Barcelona, November 2005
The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing (methodological side) and how research results are taken into account in decision-making for a special media product created for the researched target group (content side).
The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing (methodological side) and how research results are taken into account in decision-making for a special media product created for the researched target group (content side). The importance of our role as more of a partner than a supplier for the client is discussed, and the importance of psychographic approaches and the theoretical background of modern qualitative research is illustrated.
Understanding the new ‘elite’ consumers in Central and Eastern Europe
Polly Carter, ESOMAR, Consumer Insights, Barcelona, November 2005
This paper demonstrates how improved purchasing power has produced an 'elite' group of consumers in the markets of Central and Eastern Europe.
This paper demonstrates how improved purchasing power has produced an 'elite' group of consumers in the markets of Central and Eastern Europe. A new regional socio-economic classification developed using TGI market research data from 11 CEE countries offers marketers a fresh understanding of the elite consumer's motivation and behaviour across the region.
Impact of personal orientation on luxury-brand purchase value: an international investigation
Shu-pei Tsai, International Journal of Market Research, Vol. 47, No. 4, 2005, pp. 427-452
As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strategies on empirically verified principles to improve purchase value for this segment of consumers.
As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strategies on empirically verified principles to improve purchase value for this segment of consumers. The current study, incorporating relevant theoretical frameworks and empirical findings, establishes a model specifying the antecedents and consequence of personal orientation towards luxury-brand consumption. The model, tested by data collected across the regions of Asia Pacific, Western Europe and North America, illustrates that personal orientation in the international market may significantly impact on repurchase behaviour elicited for luxuries. It is recommended that international marketing efforts for luxuries, while revolving around enhancing the impression management function, should also be geared to meeting the needs of self-directed pleasure, self-gift giving, congruity with internal self and quality assurance for building and strengthening brand loyalty.
The pursuit of luxury -bling-bling vs. savoir faire
Alexander Maule and Steve Hales, ESOMAR, Qualitative Research, Venice, November 2003
Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes.
Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help understand these changing dynamics, and how leading-edge opinion can be harnessed to anticipate future changes. The paper also outlines how to design such a future-focussed study in order to build in the flexibility and partnership needed to adapt as findings emerge, allowing findings to shape the research process as it evolves, and creating actionable outputs which can be used to fuel strategic decision making. This paper also provides an insight into how luxury and prestige are being re-defined by young European consumers, and the implications this has for the brands attempting to reach them.
OBSERVATIONS: Understanding the World of International Luxury Brands: The 'Dream Formula'
Bernard Dubois and Claire Paternault, Journal of Advertising Research, Vol. 35, No. 4, July/August 1995
Marketing luxury goods is a paradox. Managers want a certain level of diffusion for their brand in order to achieve success in the marketplace; yet, if their brand is overdiffused, it loses its luxury characteristics.
Marketing luxury goods is a paradox. Managers want a certain level of diffusion for their brand in order to achieve success in the marketplace; yet, if their brand is overdiffused, it loses its luxury characteristics. This paper empirically explores the status of international luxury brands in the United States.
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Behavioural economics, motivation
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Consumer decision making
Consumer moods, feelings and choice
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Price and pricing effects on consumers
Shopper marketing, path to purchase
Motor and auto
Executive, luxury, prestige cars
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