Populence: Exploring Luxury for the Masses

Granot, Elad; Russell, La Toya M.; Alejandro, Thomas Brashear

doi:10.2753/mtp1069-6679210102

Cited by 85 publications

(64 citation statements)

References 14 publications

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“…Moderation role of economic benefit; luxury brand consumption has changed from a display of wealth (Granot, Russell, & Brashear‐Alejandro, 2013; Truong, McColl, & Kitchen, 2010) to comfort and pressure. Self–brand connection to luxury brands is suggested to construct self‐concept if certain factors, such as functional, financial, personal, and social needs are fulfilled (Husic & Cicic, 2009).…”

Section: Hypothesesmentioning

confidence: 99%

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

Chand

Fei

2020

J of Consumer Behaviour

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Only a few studies have examined the relationship between consumers' self–brand connection and the intention to purchase counterfeit luxury brands in emerging economies. The current research explores the decision taken by consumers who are self‐connected to a brand to purchase counterfeit luxury brands. A survey‐based study was conducted among potential counterfeit buyers in nine malls in three cities in China. A sample of shoppers who physically shop in malls (n = 1,230) was used to test the hypotheses by using the structural equation model. Conspicuous consumption and emotional attachment were examined as mediators between self–brand connection and intention to purchase a counterfeit luxury brand. Creatively, this research used perceived counterfeit detection to determine how important people reflect their decision to purchase counterfeit luxury brands. The study also tests the moderation effect of economic benefit in the relationship between self–brand connection and counterfeit luxury brand purchase. Results demonstrate that consumers who are eager to build their self‐concept may decide to purchase counterfeit luxury brands. The mediation results show that conspicuous consumption and emotional attachment mediate the relationship. Interestingly, because of the involvement of perceived counterfeit detection, the effect is greater than the effect before mediation. Moreover, the economic benefit was found to increase the desire for counterfeit luxury brand purchases in emerging markets. The implication for managers is to customize the marketing campaigns that match the environment where the problem persists in reducing the consumer desire on counterfeit luxury brands and enhance the desire for the original luxury brand.

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Section: Hypothesesmentioning

confidence: 99%

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

Chand

Fei

2020

J of Consumer Behaviour

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“…A second gap in the research into inconspicuous consumption is that almost all of the research in the area has been conducted with Western consumers (Berger & Ward, 2010;Granot et al, 2013;Han et al, 2010). An exception is a study by Wu et al (2017), who interviewed Chinese consumers and investigated why they might buy luxury products that lack the highly visible logo typically associated with a luxury product.…”

Section: Introductionmentioning

confidence: 99%

“…Although consumer incomes are converging across countries, cultural value differences across countries appear to be resulting in even stronger differences in consumer behavior, making it increasingly important to understand the impact of national cultures on consumer behavior (de Mooij & Hofstede, 2002). However, as noted above, no previous studies have examined whether some Chinese consumers demonstrate the preference for subtly branded luxury products observed with some Western consumers (Berger & Ward, 2010;Granot et al, 2013;Han et al, 2010).…”

Section: Introductionmentioning

confidence: 99%

Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment

Lo¹,

Burton

Lam

et al. 2021

Australasian Marketing Journal

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Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.

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“…New luxury markets include for example China, which is the number one market for Hennessy cognac and the world's second-largest market for fashionable clothing and leather goods (Zhan & He, 2012). In the modern post-materialistic society luxury consumption is not limited to the privileged few, but has become more affordable to the middle class and masses (Chaudhuri & Majumdar, 2006, 2010Granot, Toya, Russell, & Brashear-Alejandro, 2013). The democratization of luxury also allows teenagers to use luxury goods as a means of social distinction (Gil, Kwon, Good, & Johnson, 2012).…”

Section: Introductionmentioning

confidence: 99%

An experimental study of the bandwagon effect in conspicuous consumption

Niesiobędzka¹

2017

Current Issues in Personality Psychology

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The phenomenon of conspicuous consumption is not new. Veblen (1899, 1994) described conspicuous consumption as expensive, luxury consumption, which provides evidence of wealth and status. In post-modern society the primary objects of consumption have become images and experience used by the middle class and the masses to demonstrate uniqueness or similarity with significant others. This paper focuses on the bandwagon effect in conspicuous consumption. In the study the bandwagon effect is treated as increased demand for luxury goods due to their popularity, especially among famous people. participants and procedure Three studies were carried out. The samples consisted of 60 teenagers, 76 female students and 73 students and postgraduate students. The concept of the aspirational group was induced through the advertisement of a luxury product with reference to famous people and by direct reference to the aspirational group. Three different methods to measure a propensity to conspicuous consumption were applied: the amount of money spent on the luxury product, the size of the luxury brand logo, and the doubling of the luxury brand logo. results The results show that the activation of the idea of the aspirational group enhances willingness to pay more for a luxury product, to double the luxury brand logo and the preference for a visible luxury brand logo at a tendency level. conclusions The results experimentally supported the bandwagon effect within luxury conspicuous consumption previously established in correlative studies.

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Populence: Exploring Luxury for the Masses

Cited by 85 publications

References 14 publications

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment

An experimental study of the bandwagon effect in conspicuous consumption

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