Brand prestige and affordable luxury: The role of hotel guest experiences

Lo, Ada; Yeung, Michelle Au

doi:10.1177/1356766719880251

Cited by 38 publications

(40 citation statements)

References 102 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…A high brand prestige rating is expected by the consumer at a constant level regardless of age for luxury products (Lo and Yeung, 2020). The same applies to the value of aesthetics (Lee et al, 2015).…”

Section: Or Inmentioning

confidence: 92%

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Rzemieniak¹,

Wyrwisz²,

Toborek³

2021

ERSJ

View full text Add to dashboard Cite

Purpose: The subject of this article is the identification and evaluation of communicated values and values actually declared by consumers' gender and age.Design/Methodology/Approach: The article presents a research approach based on a literature query and empirical research. Beginning by presenting the essence of both material and non-material values in marketing, the focus is on the values pyramid communicated by brands. The empirical research was conducted by the method of a diagnostic survey using a questionnaire on a representative sample of 1000 respondents. The principal research was preceded by a pilot survey. The research results were statistically processed using the Chi-square test of independence, the Mann-Whitney U test, the Kruskal-Wallis test, post-hoc Dunn test with Benjamini-Hochberg correction. Findings: The research analysis indicates differences in the assessment of declared and expected values towards cosmetic product brands between women and men, in particular concerning functional and life-changing values. The assessment of the declared and expected values also changes depending on age. Substantially different assessment is shown by the group of the youngest respondents. A particular difference is noticeable concerning the aesthetic value, the brand prestige and the heritage, tradition, as well as brand history.Practical Implications: To develop the brand management capability, organizations may benefit from cultivating processes that seek to meet the latent customer needs through explorative and proactive information seeking, and at the same time, pursuing processes that focus on capturing the existing customer and competitor trends in the market. Originality/Value: This study borrows from the existing research on market orientation, branding and brand management to argue that organizations are required to verify the actual expected values towards brands. Enterprises should also verify the consistency of the values declared by brands with those actually expected by consumers.

show abstract

Section: Or Inmentioning

confidence: 92%

The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Rzemieniak¹,

Wyrwisz²,

Toborek³

2021

ERSJ

View full text Add to dashboard Cite

show abstract

“…Luxury brands are unique in the sense that these brands indicate the social status and aspirations of individuals. Such brands are associated with the prestige of individuals (Lo & Yeung, 2020). They are less about prices and more about quality and who a customer is or wanted to be.…”

Section: Luxury Brands and Their Characteristicsmentioning

confidence: 99%

Achieving Business Excellence for Luxury Brands

Mandal

2021

International Journal of Business Strategy and Automation

View full text Add to dashboard Cite

Luxury brands possess specific characteristics which are different from that of other brands and require special considerations for marketing and promotion. The target market of luxury brands constitutes of high-end customers who have high aspirations and dreams which they wish to fulfill by possessing luxury products. Marketers of luxury brands require developing and implementing specific strategies for achieving business excellence. Luxury brands should have a strong customer focus and in-depth understanding of customers. Luxury brands require specific pricing, promotion, and distribution strategies. Pricing strategies include charging price premiums and having price-quality inferences. Luxury brands should communicate a unique value proposition and should justify high prices. Proper distribution strategies reflect exclusivity and uniqueness of luxury brands. Adopting and implementing such strategies will help luxury brands to convince their high-end customers, establish the brands, and achieve business excellence.

show abstract

“…Various experiences received by consumers from a brand can create a brand prestige. Several studies related to tourism and marketing have examined the role of experience on brand prestige in various business contexts, such as recreational parks ; luxury hotels (Lo, 2019), cosmetic products (Kazmi, 2019), grocery-restaurant (Kim et al, 2018), shopping centers/malls (Sadachar, 2018), and coffee shops (Choi, 2017). According to Kim et al, (2018), entertainment and escapism experiences show a positive effect on brand prestige, but education and aesthetic experiences do not have a significant effect on brand prestige.…”

Section: Shopping Experience and Brand Prestigementioning

confidence: 99%

“…According to Kim et al, (2018), entertainment and escapism experiences show a positive effect on brand prestige, but education and aesthetic experiences do not have a significant effect on brand prestige. Meanwhile, brand experience has a positive effect on brand prestige (Choi, 2017;Lo, 2019) and consumer loyalty with brand prestige as a mediating variable (Kazmi, 2019). So, this research is proposed a hypothesis:…”

Section: Shopping Experience and Brand Prestigementioning

confidence: 99%