Status brands: examining the effects of non‐product‐related brand associations on status and conspicuous consumption

Abstract

In seeking to expand our understanding of brands and their impact on consumer behaviour, assesses the relationship between brand associations, which contribute to consumption behaviour. A self-administered questionnaire was developed and administered to a non-probabilistic convenience sample of 315 young consumers. The findings of this research indicate that the status-conscious market is more likely to be affected by the symbolic characteristics of a brand; feelings aroused by the brand; and by the degree of congruency between the brand-user's self-image and the brand's image itself. Results also indicate that the higher the symbolic characteristics, the stronger the positive feelings, and the greater the congruency between the consumer and brand image, the greater the likelihood of the brand being perceived as possessing high status elements. The suspicion that status-laden brands would be chosen for status consumption and conspicuous consumption was also confirmed. These findings broaden our understanding of status-conscious consumers and their behaviour towards brands.

Investigation of the effects of luxury brand perception and brand preference on purchase intention of luxury products

“…This is congruent with the assumption in the field of perceived quality that luxury brands offer greater product quality and performance than non-luxury brands (Vigneron and Johnson, 2004;Heidarzadeh and Teimourpour, 2011;Quelch, 1987;O"Cass and Frost, 2002). Aaker (1991) says that consumers may associate luxury products with a superior brand quality and reassurance so that they perceive more value from them.…”

An Investigation on Conspicuous Consumption from Perspective of Sport Products

“…The fi rst part contained 21 statements related to attitudes toward conspicuous consumption. The items in the fi rst part were developed and adapted from existing literature (Acikalin et al, 2009;Moschis, 1981;O'Cass and Frost, 2002;Richins, 1987;Shukla, 2008). The scale of human happiness in the second part was adapted from Richins (1987) and Predergast and Wong (2003).…”

“…With regard to the clothing consumption and fashion, Goldsmith, Flynn and Kim (2010) assumes that there are signifi cant relationship between status consumption and clothing consumption. According to O'Cass and Frost (2002), clothing says how important an individual is, tells others how much status an individual has, what individual is like. Therefore, goods increase the perceived symbolic value from the users' viewpoint.…”

Impact of value perceptions on luxury purchase intentions: a developed market comparison

“…higher-priced) tier of offer in almost any product or service category (Dubois et al, 2005). In the past few decades luxury consumption has been studied in a variety of disciplines including, historical analysis (Mason, 1999;Wong & Ahuvia, 1998), econometric modeling (AitSahalia et al, 2004), economic psychology (O'Cass & Frost, 2002;Hennigs et al. 2012); and marketing (e.g.…”

“…Consumers continuously attempt to achieve a balance between these two facets by focusing on congruity with internal self (Wiedmann et al, 2007;. Researchers have found a positive impact of self-congruity on luxury purchase intentions (O'Cass & Frost, 2002). However, Tsai (2005) argues that congruity with internal self may be more pronounced in individualistic consumers (private conscious) in comparison to the collectivistic consumers (public conscious).…”