Dress to impress: Brands as status symbols

Mazali, Rogério; Rodrigues-Neto, José A.

doi:10.1016/j.geb.2013.06.009

Cited by 17 publications

(16 citation statements)

References 38 publications

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“…For a brand to be considered a status symbol, the consumer must associate three characteristics of brand association (attributes, benefits, and attitudes) with status (Belén Del Río, Vázquez, & Iglesias, 2001). If consumers think the brand will elevate their status, it becomes a status symbol (Mazali & Rodrigues-Neto, 2013). For people motivated to consume for status, the symbolism behind luxury products is more imperative than the product's actual traits (O'Cass & Frost, 2002).…”

Section: Motivation For Statusmentioning

confidence: 99%

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

Eastman

Iyer

Shepherd

et al. 2018

Psychology and Marketing

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A three‐study examination of young adults suggests that their motivation for status in terms of their luxury fashion purchase intentions is impacted by a bandwagon effect. In Study 1, qualitative research informs what fashion items represent status to young adults, how they view these items, and how they view others owning these items. In Study 2, survey research establishes the link between the motivation for status (status consumption) and purchase intention/ownership of these fashion items. In Study 3, a national survey of young adults examines what mediates and moderates the motivation for status to lead to luxury fashion purchase intentions. Results from the three studies indicate that status consumption has a positive impact on purchase intention of luxury fashion. This research also finds that cultural variables have an impact (mediate) the relationship between status consumption and purchase intention. Specifically, collectivism, uncertainty avoidance, power distance, and masculinity mediate the relationship between status consumption and purchase intention. Finally, the moderating impact of the bandwagon effect has a significant effect on the relationship between status consumption and fashion purchase intention for the cultural variables of uncertainty avoidance, long‐term orientation, and power distance. Implications for marketers are provided based on the findings.

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Section: Motivation For Statusmentioning

confidence: 99%

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

Eastman

Iyer

Shepherd

et al. 2018

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Among the few contributions on the topic are Lambertini and Orsini (2002 and Ghazzai (2008), which are discussed in the next section. Very recent work by Mazali and Rodrigues-Neto (2013) and Rayo (2013) forms a bridge between the IO and signaling literatures on this topic. Of direct relevance to our own work are their results that product proliferation can take place even when consumers do not have an intrinsic value for a product characteristics, if the product variant they purchase acts as a unobserved signal of a personal type.…”

Section: Introductionmentioning

confidence: 99%

Product Proliferation and Pricing in a Market with Positional Effects

Deltas

Zacharias

2018

SSRN Journal

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We provide an explanation for product versioning that is not driven by differential costs or consumer preference heterogeneity, and investigate its implications. Consumers care whether a product they own is better than that owned by others, and whether others own a better product than them. These positional effects can induce a firm to offer products of different quality, with the high quality product becoming more exclusive as these effects strengthen. Consumers with no positional preferences become worse off when the broader market acquires them, except following the introduction of the second product, when some such consumers become better off.Positional preference also reduce total consumer surplus holding the number of products fixed; however, they increase consumer surplus if they lead the firm to introduce a second product of sufficiently high quality. We discuss empirical implications of the theory.J.E.L. Codes: L11, D11, D42.

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“…This is an everlasting business because everyone wants to look attractive. One's appearance denotes who they are (Mazali & Rodrigues-Neto, 2013). The competition among fashion stores is very tight to seize market share.…”

Section: Introductionmentioning

confidence: 99%

Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

Wijaya

2017

EBER

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A B S T R A C T Objective:This study aims to understand the interrelationship between customer experience, self-congruity, and customer loyalty in the fashion industry. Previous studies have examined the direct effect of self-congruity on loyalty without taking into account the factor of customers' shopping experience, which may moderate customers' impression of a fashion. Research Design & Methods:This study employed questionnaires distributed to 100 respondents. Collected data was processed using PLS-SEM. The target respondents were between 18-30 years old. Individuals in that age band have dynamic dressing styles, so interesting to study. In the present study, the data from the respondents was processed in order to determine the inner model, the outer model, and hypothesis testing. Findings:The results of this study suggest that customer experience plays a significant role in moderating the effect of self-congruity on customer loyalty. This means that even though customers feel comfortable with a store's image, however if they have bad experience, such experience may cause these customers not to be loyal. Implications & Recommendations: Research reveals that consumers are very concerned towards their experience when shopping. Stores should provide service that can make their customers feel comfortable and pleased. Contribution & Value Added: This study provides new insights into attempts to maintain customer loyalty. Several research was studied on self-congruity and loyalty, yet this is the first study that depict how experience moderating self-congruity towards loyalty. Article type: research paper

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Dress to impress: Brands as status symbols

Cited by 17 publications

References 38 publications

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

Product Proliferation and Pricing in a Market with Positional Effects

Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

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