The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Abstract

This research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained.The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

“…Whether the role of traditional services has been marginalized by technology‐based counterpart in the new normal is still a big question. Therefore, future research could compare the effectiveness of technology‐mediated solutions against traditional ones (Husain et al, 2022) on the sustainable development of enterprises once the COVID‐19 pandemic is over.…”

“…Future studies are encouraged to investigate the effect of technology continuance on marketing outcomes, such as brand equity(Lang et al, 2022) and brand loyalty(Hride et al, 2022), to extend the scope of impact and return from technology continuance. Finally, the pandemic has accelerated the digital transformation and technology adoption of many businesses.Whether the role of traditional services has been marginalized by technology-based counterpart in the new normal is still a big question.Therefore, future research could compare the effectiveness of technology-mediated solutions against traditional ones(Husain et al, 2022) on the sustainable development of enterprises once the COVID-19 pandemic is over.…”

Analisis Minat Pembelian Produk Preloved Sebagai Upaya Peduli Lingkungan

“…Namun saat ini, banyak jalan untuk memiliki produk branded dengan harga terjangkau. Salah satunya adalah membeli barang branded tersebut secara preloved (Husain et al 2022). Cantista et al (2022) mengemukakan preloved merupakan istilah produk yang pernah digunakan oleh pemilik sebelumnya namun hendak dijual dengan kondisi yang baik dan seperti baru dibeli di store.…”

Thirty years of product and brand management research: a retrospective review of the Journal of Product and Brand Management using bibliometric analysis

“…Although these technologies are becoming more mainstream with each brand, knowledge of the psychological processes underpinning the human–technology interaction, especially virtual conversational assistants, is sparse. The comparative analysis of contemporary versus traditional alternatives (e.g., effectiveness, suitability) is also required (Husain et al , 2022). Taking inspiration from the preceding argument, prospective scholars could investigate the following concerns to provide greater conceptual clarity: With which product and service settings do consumers use virtual conversational assistants? Does customers’ personalities influence how they engage with virtual conversational assistants? In this age of data vulnerability, what are the possible consequences of the deployment of artificial intelligence and virtual conversational assistants for consumer privacy and security? Given the wide variety of consumer demographics, do brands who use such technology-mediated consumer love and loyalty, and how do these contemporary means fare against traditional alternatives? …”

“…Although these technologies are becoming more mainstream with each brand, knowledge of the psychological processes underpinning the human-technology interaction, especially virtual conversational assistants, is sparse. The comparative analysis of contemporary versus traditional alternatives (e.g., effectiveness, suitability) is also required (Husain et al, 2022). Taking inspiration from the preceding argument, prospective scholars could investigate the following concerns to provide greater conceptual clarity:…”