Probing brand luxury: A multiple lens approach

Miller, Karen W.; Mills, Michael K.

doi:10.1057/bm.2011.64

Cited by 57 publications

(30 citation statements)

References 56 publications

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“…Premium and luxury products share some characteristics, such as selective distribution, high prices, and their association with status (Quelch, 1987). Given the change in the luxury market in the past years, scholars have acknowledged that it is challenging to draw the line between ordinary, premium, and luxury products (Miller & Mills, 2012). As expressed by Tynan, McKechnie, andChhuon (2010, p. 1157), "Luxury goods exist at one end of a continuum with ordinary goods, so where the ordinary ends and luxury starts is a matter of degree as judged by consumers."…”

Section: Introductionmentioning

confidence: 99%

Guilt-free pleasures: how premium and luxury influence regret

Lyons

Wien

Altintzoglou

2019

JPBM

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Purpose -The aim of this study was to investigate how a consumer's aim of purchasing a premium versus luxury product will influence the anticipated regret and guilt.Design/methodology/ approach: A 2×2×2 between-subjects design (label: premium versus luxury × prior event: success versus failure × product type: hedonic versus utilitarian) on guilt and regret was implemented.Findings -Following a successful event, the anticipated regret and guilt are lower for a hedonic product compared to a primarily utilitarian one. The effect was valid when the consumers were looking to buying luxury, as well as premium. In a situation following a failure, the anticipated levels of regret and guilt were lower for a product that was primarily utilitarian in nature; however, this effect only appeared when the participants were looking to buying luxury and not premium.Research implications-People may feel more licensed to indulge with a hedonic premium or luxury product after a success and more licensed to indulge with a utilitarian luxury product after a failure. Practical implications -The can be used to understand how to optimize a marketing message of indulgence when deserving it or not.Originality/value -The study provides novel insight into how anticipated guilt and regret may be evoked by the goal of buying a premium versus luxury product in combination with the product type and a consumer's experience of a prior event.

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Section: Introductionmentioning

confidence: 99%

Guilt-free pleasures: how premium and luxury influence regret

Lyons

Wien

Altintzoglou

2019

JPBM

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“…According to Miller and Mills (2012) the differences in culture impact the individuals to define luxury. Further, Godey, et al (2013) too confirmed the relationship between differences in culture and luxury consumption.…”

Section: Factors Associated With Consumermentioning

confidence: 99%

“…Previous research studies conducted have attempted to emphasize the role of a country's culture and its influence of demographical factors on luxury brand consumption (Hung et al, 2011;Godey et al, 2013). However, as Miller and Mills (2012) suggested the meaning of luxury could vary from country to country with its cultural uniqueness. Further, the consumer motivations and their objectives which are behind the purchase could be similar (Hennings et al, 2012).…”

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confidence: 99%

“…Further, the consumer motivations and their objectives which are behind the purchase could be similar (Hennings et al, 2012). Researchers have shown their interest conducting research with the investigation perspective into the luxury branding from the view of the practitioner's perceptive (Fiondaan Moore, 2009) and from the conceptual point of view (Miller & Mills, 2012;Ghosh & Varshney, 2013).…”

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Review of Literature on the Historical Evolution of Luxury to Identify the Factors Associated with Consumer Attitude Towards Luxury Car Brands in an Emerging Country Setting

Silva¹,

Khatibi²,

Azam³

2020

GJMBR

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Luxury is concept that has been viewed by different scholars and industry experts in the brand marketing evolutionary process. Many studies have found that a number of factors affect the purchase of luxury goods and many researchers have shown their interest in luxury consumption. Because of globalization, global luxury products have gained their presence in emerging nations such as Sri Lanka. Luxury consumption involves reflection of the social class, lifestyle and consumer's personality backed by the prestige consumption mindset rooted in their financial power, individual values, social values and attitudes. The perceived luxuriousness is often identified and argued under different dimensions such as quality, hedonism, prestige, exclusiveness, uniqueness, conspicuous consumption and tradition by many scholars. However, these dimensions have not been tested, discussed and analyzed from consumer behavior standpoint in an emerging country like Sri Lanka which consists of a new consumer segment that wishes to enjoy a luxurious living.Abstract-Luxury is concept that has been viewed by different scholars and industry experts in the brand marketing evolutionary process. Many studies have found that a number of factors affect the purchase of luxury goods and many researchers have shown their interest in luxury consumption. Because of globalization, global luxury products have gained their presence in emerging nations such as Sri Lanka. Luxury consumption involves reflection of the social class, lifestyle and consumer's personality backed by the prestige consumption mindset rooted in their financial power, individual values, social values and attitudes. The perceived luxuriousness is often identified and argued under different dimensions such as quality, hedonism, prestige, exclusiveness, uniqueness, conspicuous consumption and tradition by many scholars. However, these dimensions have not been tested, discussed and analyzed from consumer behavior standpoint in an emerging country like Sri Lanka which consists of a new consumer segment that wishes to enjoy a luxurious living. This westernized, rich and famous lifestyle is exhibited by owning luxurious car brands such as Mercedes Benz, BMW, Bentley, Porsche, and Ranger Rover, thanks to globalization. This paper discusses the historical evolution of marketing research in a global luxury consumption perspective to develop a conceptual model to evaluate the consumer attitude towards global luxury car brands.

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“…These brands have a favorable reputation, which garners honor and esteem and are associated with the attributes of magnificence, extravagance, opulence, sumptuousness, and lavishness (Miller and Mills 2012).…”

Section: Definitions Of Termsmentioning

confidence: 99%

U.S. CEOs of SBUs in Luxury Goods Organizations: A Mixed Methods Comparison of Ethical Decision-Making Profiles

Wisler¹

2016

J Bus Ethics

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This study involved using a mixed method research design to examine the moral philosophy difference between the ethical decision-making process of CEOs in U.S.-led and non-U.S.-led within the luxury goods industry. The study employed a MANOVA to compare the ethical profiles between the two leader types (US and non-US led) and a phenomenological qualitative process to locate themes that give indication as to the compatibility of the luxury strategy values and practices with the principles and concepts of responsible leadership and conscious capitalism. As the luxury goods industry is facing the first slowdown since 2000, pressure to achieve sales targets in the U.S. to make up for losses in other markets will place these CEOs under extreme pressure from their headquarters. These leaders must possess the ethical decisionmaking capability to balance legal and moral dilemmas unique to multinational luxury goods organizations while delivering business results in a challenging environment. Results of the study show no evidence of difference in the ethical decision-making profiles between the two groups of leaders. The themes and emergent findings resulting from the qualitative analysis indicate a profound incompatibility between the values informing decision-makers using the luxury strategy and those employed by leaders operating within the principles and parameters of responsible leadership and conscious capitalism. Recommendations for future research include replicating the study with a larger sample, within a different geographic region or comparing leaders using the luxury strategy to those using conscious capitalism. Chapter 1: The ProblemThe purpose of this study is to focus on the area of the ethical decision-making process of leaders within the luxury goods industry. This chapter describes the background and significance of the problem, the purpose of the study, the research questions formulated to address the problem and the hypotheses to address the research questions. In addition, this chapter presents the theoretical framework for the study and an overview of the research methodology the researcher employed during the study.

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Probing brand luxury: A multiple lens approach

Cited by 57 publications

References 56 publications

Guilt-free pleasures: how premium and luxury influence regret

Guilt-free pleasures: how premium and luxury influence regret

Review of Literature on the Historical Evolution of Luxury to Identify the Factors Associated with Consumer Attitude Towards Luxury Car Brands in an Emerging Country Setting

U.S. CEOs of SBUs in Luxury Goods Organizations: A Mixed Methods Comparison of Ethical Decision-Making Profiles

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