Marketing communication in luxury research: a framework-based literature review and research agenda

Kyrousi, Antigone G.; Koronaki, Eirini; Zotou, Athina Y.

doi:10.1080/13527266.2022.2095581

Cited by 7 publications

(1 citation statement)

References 184 publications

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“…The purpose of this study is to examine the moderating factors that influence the role of ESC on the Purchasing attitude (PA) and trust (TR) of sustainable luxury products, which Luxury purchase intention constitute a behavioral dimension of luxury brand purchases. Based on the central role of ESC in experience evolution, Kyrousi et al (2022) found that ESC experiences in luxury products have psychological benefits. According to Hung et al (2020), ESC experiences are uniquely defined by liminal spaces, a place of unknown and a borderland between ordinary and extraordinary.…”

Section: Moderating Role Of Escapism (Esc)mentioning

confidence: 99%

Identifying factors influencing purchase intention of sustainable luxury retailing products

Lavuri,

Kaul,

Mohan

et al. 2023

IJRDM

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PurposeThis study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.Design/methodology/approachThe data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.FindingsConsumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.Practical implicationsAs a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.Originality/valueThis study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.

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Section: Moderating Role Of Escapism (Esc)mentioning

confidence: 99%