The Democratisation of Luxury and the Expansion of the Japanese Market, 1960–2010

Fujioka, Rika; Li, Zhen; Kaneko, Yuta

doi:10.1007/978-981-10-5236-1_7

Cited by 3 publications

(2 citation statements)

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“…Further, review on brand revitalization literature, the evidence about the importance and relationship of quality, image and pricing in revitalizing brands is found both in a vertical or horizontal brand extension (Hanslin and Rindell, 2014;Hennings et al, 2013;Heine and Phan, 2011;Kim et al, 2001;Munthree et al, 2006;Phau and Cheong, 2009). The democratization of luxury is such an examples of a down-scale line extension of a traditional luxury brand to serve the status-seeking consumer with high quality-prestigious image-affordable price proposition (Fujioka et al, 2017;Kapferer, 2014;Paul, 2015). Also, a good body of research is available that focused on up-scale line extension too, where brands extended from functional mass to prestigious luxury (Heine and Phan, 2011;Munthree et al, 2006;Dall'Olmo Riley et al, 2013), where extensions are endowed with high quality, prestigious image and premium pricing than its core mass brand (Kim and Lavak, 1996;Kim et al, 2001).…”

Section: Developing Prestigious Mass Brands 533mentioning

confidence: 99%

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Understanding the role of image, quality and price for developing prestigious mass brands

Singh

2022

APJML

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PurposeThis research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.Design/methodology/approachThe empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.FindingsThe exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.Practical implicationsThe methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.Originality/valueThis study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.

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Section: Developing Prestigious Mass Brands 533mentioning

confidence: 99%

“…, 2006; Phau and Cheong, 2009). The democratization of luxury is such an examples of a down-scale line extension of a traditional luxury brand to serve the status-seeking consumer with high quality–prestigious image–affordable price proposition (Fujioka et al. , 2017; Kapferer, 2014; Paul, 2015).…”

Section: Introductionmentioning

confidence: 99%

Understanding the role of image, quality and price for developing prestigious mass brands

Singh

2022

APJML

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When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions

Rosendo-Ríos

Shukla

2023

Journal of Business Research

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Development of a Tax-Free Shopping Environment in Japan: An Analysis of Its Representations in a Financial Newspaper

Yamagishi

Nagai

2021

Tourism Planning & Development

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The Democratisation of Luxury and the Expansion of the Japanese Market, 1960–2010

Cited by 3 publications

References 5 publications

Understanding the role of image, quality and price for developing prestigious mass brands

Understanding the role of image, quality and price for developing prestigious mass brands

When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions

Development of a Tax-Free Shopping Environment in Japan: An Analysis of Its Representations in a Financial Newspaper

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