Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?
MetadataShow full item record
This study extends the existing analysis of brand prominence undertaken by Han et al (J Mark 74:15–30, 2010), to individually measure a broader range of prominence measures, including branding elements of style, design, colours, logos, and shapes, assessed across three luxury items (shoes, handbags, and belts). Perceptions of such prominence are utilized to examine how status consumption and product perceptions (including perceptions of quality and emotional value) influence consumers’ desire to purchase a range of luxury fashion goods. Results reveal that this enhanced assessment of brand prominence influences consumer perceptions of the quality of luxury goods, with quality and the status consciousness of respondents influencing the emotional value they derive from luxury goods. This emotional value in turn substantially influences purchase intentions alongside the direct influence of brand prominence. Intriguingly, significant differences are observed when comparing the level of prominence of brand elements manipulated in the data collection phase, with distinct influence evidenced across groups. The enhanced capture of brand prominence reveals to luxury practitioners that the prominence of branding extends to a range of brand elements, and that differing acknowledgment of such prominence impacts significantly on both how consumers view luxury items, and their drivers of purchase.
Showing items related by title, author, creator and subject.
Latter, Chelsey Renee (2012)The purpose of this study is to assess Australian Generation Y consumers’ purchase intentions towards luxury apparel brands in an effort to determine the effect brand perceptions (brand judgement and emotional value) have ...
Cheah, Isaac; Phau, Ian; Chong, C.; Shimul, A. (2015)Purpose: The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence ...
Roy, Rajat; Rabbanee, Fazlul (2015)Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and ...