Brand Building: Luxury Leather Goods Brands Anatomized

What influences the purchase intentions of sustainable luxury among millennials in the UK?

“…Luxury goods are considered conspicuous consumption due to their high symbolic value (Ajitha & Sivakumar, 2019; Giovannini et al, 2015; Ki & Kim, 2016; Shukla et al, 2015; Van Gorp et al, 2012). Undoubtedly, owning luxury products signals success, confidence, powerful impression, and high social status (Ajitha & Sivakumar, 2019; Giovannini et al, 2015; Liang et al, 2017; Stępień et al, 2016).…”

“…Phau et al (2015) propose that consumers with high self‐efficacy are willing to pay more for luxury goods produced with respect to labor rights. When it comes to genuine leather products, the main factors impacting purchase decisions are their superior quality, durability and “emotional pleasure” (De Klerk et al, 2019; Van Gorp et al, 2012).…”

“…In contrast, young buyers in the United States have positive views on goods made from recycled materials (Rolling & Sadachar, 2018). Young female consumers in South Africa purchase genuine leather goods for their durability and quality, which are the main dimensions associated with traditional luxury leather brands (De Klerk et al, 2019; Van Gorp et al, 2012). According to Dekhili et al (2019), mixed opinions on leather substitutes are observed in France and Saudi Arabia.…”

Conceptualizing ‘Country-of-Ingredient-Authenticity’ of Luxury Brands

“…There is much debate in the literature on what constitutes a "luxury brand" (Gorp et al, 2012;Vickers and Renand, 2003;Vigneron and Johnson, 1999;Jackson, 2004;Alleres, 2003). The scope of this study adopts Fionda and Moore's (2009) definition, which postulated that a luxury fashion brand embodies 9 dimensions, namely: an all-encompassing marketing communications strategy, product integrity that signals innovation and creativity, clear and iconic brand signature, premium pricing, exclusivity, brand authentic heritage, environment, experience that mirrors luxury, and lastly, the expertise behind the brand that embodies the culture of the brand.…”

“…This would require using terms or words that help to focus on the scope of the construct. An appropriate way to do this would be in ensuring the contexts or dimensions in which terms were added such as product quality, sense of style, prestige, heritage (Darling and Arnold, 1988;Gorp et al, 2012;Fionda and Moore, 2009) -an affective component, consumer trust, willingness to pay, and willingness to recommend (Bower, 2001;Bower and Landreth, 2001;Maxhan and Netemeyer, 2003) -a behavioural component; and lastly, brand image, brand authenticity, and brand attachment (Darling and Wood, 1990;Wood and Darling, 1993;Park et al, 2010;Zhang and Schmitt, 2001) -a cognitive component for the expected ingredient authenticity measure.…”