Impact of personal orientation on luxury-brand purchase value: an international investigation

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.
  

Impact of Personal Orientation on Luxury-brand Purchase Value

An International Investigation

Shu-pei TsaiShih Hsin University in Taiwan

INTRODUCTION

In earlier days, luxury brands were the preserve of the privileged few, but now they have become more affordable to many more middle-market consumers. Take Britain, for instance: spending on luxuries has increased by 50% in the last decade, compared to a rise of 7% on basics (Keane & McMillan 2004). Due to this trend, luxury brands that feature premium price, prestigious name and global market play an increasingly important role in profit generation for not a few international...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands