Luxury brand desirability and fashion equity: The joint moderating effect on consumers’ commitment toward luxury brands

Pham, Mélanie; Valette‐Florence, Pierre; Vigneron, Franck

doi:10.1002/mar.21143

Cited by 22 publications

(18 citation statements)

References 78 publications

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“…were not influenced by hedonic motivation and price value. Pham et al (2018) andKapferer et al (2014) argue that an individual with hedonic personality will tend to see the pleasure, joyfulness, luxurious, and exclusive experiences that brand offers first. They are not looking for a new technology of online shopping that affordable only, they are looking for technology that can give them pleasures, exclusivity, and enhances their satisfaction.…”

Section: Resultsmentioning

confidence: 99%

Understanding online shopping adoption: The unified theory of acceptance and the use of technology with perceived risk in millennial consumers context

Piarna¹,

Fathurohman²,

Purnawan³

2020

JEMA

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Online shopping is growing so rapidly and has attracted millennials in various way. Unfortunately, the discussion regarding the adoption of online shopping in millennial consumers' context with perceived risk application was still limited. Therefore, the purpose of this study was to investigate the effect of performance expectancy, expectation efforts, social influence, facilitation conditions, hedonic motivation, price value, habits, and perceived risks on behavioral intentions and use behavior. This study also discusses the effect of perceived risks on financial risk, performance risk, and privacy risk. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as an online shopper with a range of age of 18-35 years old. The results show that the millennial generation is influenced by the social environment and habits in shaping their behavioral intention. Millennial consumers are also proving very concerned about their perceived risk of financial, performance, and privacy issues when doing online shopping. Interestingly, six of the factors studied (performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, and perceived risk) do not have any influence on the intention to use online commerce technology.

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Section: Resultsmentioning

confidence: 99%

Understanding online shopping adoption: The unified theory of acceptance and the use of technology with perceived risk in millennial consumers context

Piarna¹,

Fathurohman²,

Purnawan³

2020

JEMA

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“…An individual with a high level of hedonic personality will tend to see the brand first. For them, a brand is about pleasure and joy (Pham et al, 2018). They only buy the brand if it can lift their social class.…”

Section: Resultsmentioning

confidence: 99%

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Prajogo¹,

Purwanto²

2020

JEMA

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Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intentions, brand awareness, and purchase intentions have not been widely discussed by other researchers. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as social media active users with a minimum age of 18 years old. The result shows that advertising appeals (humor and informative) have a positive and significant impact on viral intention and attitude toward advertisement. Thus, the higher viral intention and the positive attitude toward advertisement will increase the possibility of purchase and the level of brand awareness. While hedonic personality was significantly proved moderates the relationship between viral intentions and brand awareness in this study. The nature of respondents in this study who mainly are at high level of hedonic personality make the moderation role of hedonic personality has no significant impact on the relationship of viral intentions on purchase intentions. Therefore, the viral factor on hedonic consumers did not seem to correlate purchase intentions.

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“…Yet, there is limited empirical research that has sought to identify and understand the engagement processes that support the creation and maintenance of luxury fashion brands (Prentice and Loureiro, 2018; Tynan et al , 2010). While the literature relevant to the branding of consumer goods has grown rapidly in the past decade, the application of branding within the luxury fashion sector has received little attention (Fionda and Moore, 2009; Pham et al , 2018; Wang, 2015).…”

Section: Introductionmentioning

confidence: 99%

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

Nyadzayo

Johnson

Rossi

2020

JFMM

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PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

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Luxury brand desirability and fashion equity: The joint moderating effect on consumers’ commitment toward luxury brands

Cited by 22 publications

References 78 publications

Understanding online shopping adoption: The unified theory of acceptance and the use of technology with perceived risk in millennial consumers context

Understanding online shopping adoption: The unified theory of acceptance and the use of technology with perceived risk in millennial consumers context

The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

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