Collaborative luxury consumption is driven both by product‐related and experience‐related motivations. The present study investigates the underlying factors that drive consumers to acquire and rent vintage and secondhand luxury products, applying a framework based on product‐related and experience‐related motivations. Findings reveal how vintage and secondhand are nurtured by anti‐consumption tendencies and recreational motives, while luxury renting is more driven by utilitarian reasons.
The aim of the present research is to provide a conceptual framework that connects store atmospherics and salespeople's attributes and behaviours and to assess their relevance in shaping a customer's overall experience in a luxury store. Our findings prove empirically that salespeople's attributes and behaviours are more crucial than atmospherics in determining customer satisfaction. The empirical results suggest that Giving advice to customer and Closing the sale are the most influential aspects for the development of an effective customer-centric experience and that empathetic and caring skills are therefore particularly crucial in the selection and training of salespeople. The managerial implications are discussed.
Purpose
The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities.
Design/methodology/approach
Five gamified product placements characterized by the ad hoc design of luxury co-branded virtual and/or physical products were selected for the research study. Content analysis was used to identify patterns and classify negative comments shared online into categories.
Findings
A content analysis of the negative comments (n. 2,321) related to the perception toward gamification of luxury fashion in videogames revealed the following seven domains: monetization of the game; promotion of inappropriate behavior; unethical placement; games commodified by brands; predatory monetization; perceived incongruence; poor product performance.
Research limitations/implications
The exploratory research study revealed how the perception of gamification activities trigger negative emotions toward luxury fashion brands. It was significant that many of these emotions fall within the antecedents of brand hate.
Practical implications
Luxury companies and game developers need to be aware and manage the antecedents of brand hate in respect to luxury brand gamification activities in videogames. Moreover, luxury brands need to consider customers’ influencing behavior via online word-of-mouth and the potential to impact attitudes and behaviors of other consumers toward brands.
Originality/value
The ethics of gamification within a marketing context have largely escaped inquiry. The study provides evidence that luxury brands need to align the fundamentals of luxury brand management in the digital world of gaming.
Luxury firms, including high-end watch manufacturers, use crowdfunding as an alternative source of entrepreneurial finance. Respondents indicated that intention to crowdfund luxury brand start-ups have both external and internal antecedents with the slight majority focusing on the extrinsic factors. The "luxury" proposition exhibits integrated motivation, which is conceptualized and personalized to the tastes of each investor.
The aim of the present research is to provide a conceptual framework that connects store atmospherics and salespeople's attributes and behaviours and to assess their relevance in shaping a customer's overall experience in a luxury store. Our findings prove empirically that salespeople's attributes and behaviours are more crucial than atmospherics in determining customer satisfaction.The empirical results suggest that Giving advice to customer and Closing the sale are the most influential aspects for the development of an effective customer-centric experience and that empathetic and caring skills are therefore particularly crucial in the selection and training of salespeople. The managerial implications are discussed.
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