Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness

Sanyal, Shamindra Nath; Mazumder, Rabin; Singh, Ramendra; Sharma, Yukti

doi:10.1016/j.jretconser.2020.102305

Cited by 14 publications

(15 citation statements)

References 73 publications

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“…, 2009). Also, we considered two control variables: Gender and Age, since female consumers (Sanyal et al. , 2021) and younger consumers (Eastman et al.…”

Section: Resultsmentioning

confidence: 99%

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From pandemic to Prada: examining online luxury-brand self-narratives

Sharma¹,

Silal

Kumar

et al. 2022

MIP

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PurposeAmidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic.Design/methodology/approachThis study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling.FindingsIn contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic.Research limitations/implicationsThis study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media.Originality/valueThis study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic.

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“…, 2009). Also, we considered two control variables: Gender and Age, since female consumers (Sanyal et al. , 2021) and younger consumers (Eastman et al.…”

Section: Resultsmentioning

confidence: 99%

“…, 2007). Thus, OLBSN endeavors to “fill the gap” between their “actual self” vis-à-vis their “ideal self,” thereby enriching the individuals' “self-concept,” albeit symbolically (Sanyal et al. , 2021).…”

Section: Study Context: Online Luxury-brand Self-narrativesmentioning

confidence: 99%

From pandemic to Prada: examining online luxury-brand self-narratives

Sharma¹,

Silal

Kumar

et al. 2022

MIP

Self Cite

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“…Recognizing the call for international research on consumer-brand relationships (Fetscherin et al , 2019), future researchers need to examine the luxury brand relationship for Generation Z in emerging countries including China and India given their importance to the luxury market (D’Arpizio et al , 2020; Jain et al , 2014; Jiang and Shan, 2018; Langer, 2020). This is especially important as younger luxury consumers who make up Generation Z present a growing market for luxury brands (Sanyal et al , 2021). As brand identity is culturally driven (Adomaitis and Saiki, 2019) and influences on luxury may have differing impacts by country (Bakir et al , 2020), there is a need to look at consumer-luxury brand relationships globally and examine how luxury perceptions may vary by country (Kapferer and Laurent, 2016; Kapferer and Valette-Florence, 2018).…”

Section: Discussionmentioning

confidence: 99%

“…The luxury industry has seen Generation Z as the fastest-growing segment worldwide (Langer, 2019) and aims to attract these young consumers, especially as they may have more disposable funds available than older consumers (Sanyal et al , 2021). Generation Z is mostly adolescents and young adults in search of self-worth and self-identity, which can be facilitated by luxury consumption and connections with luxury brands (Bakir et al , 2020; Gil et al , 2012).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…With Generation Z offering significant promise to luxury marketers, a better understanding of this generational cohort is crucial (Jain et al, 2014;Williams, 2015). As Baby Boomers age out of the workforce, Generation Z has a powerful influence on the luxury market (Bakir et al, 2020) due to their growing access to disposable income (Sanyal et al, 2021). Moreover, as there are differences between Generation Z and earlier generations regarding their perceptions of luxury (Bakir et al, 2020), it is imperative to understand their relationships with luxury brands and how they are influenced by internal and external factors.…”

Section: Introductionmentioning

confidence: 99%

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Is it love or just like? Generation Z’s brand relationship with luxury

Shin

Eastman

2021

JPBM

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Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

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