Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect

Cho, Eunjoo; Kim-Vick, Jihyun; Yu, Ui‐Jeen

doi:10.1080/17543266.2021.1973580

Cited by 31 publications

(40 citation statements)

References 43 publications

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“…Since Z-ers place a high value on appearance and fame, they are brand and image consciousness consumers seeking status through consumption (Eastman & Liu, 2012;Kang et al, 2022). Although the need for uniqueness plays an essential role in luxury consumption among Z-ers, the most critical drivers of intention to purchase a luxury brand are signalling status (e.g., Kim, 2019) and creating a sense of belonging (Ceballos & Bejarano, 2018;Cho et al, 2022). Moreover, the notion of luxury that Generation Z holds is not necessarily the same as that held by previous generations (Shin et al, 2022).…”

Section: Generational Cohort Effectmentioning

confidence: 99%

Exploring the antecedents of masstige purchase behaviour among different generations

Alić

Činjarević

Maktouf-Kahriman

2022

Management &Amp; Marketing

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The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.

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Section: Generational Cohort Effectmentioning

confidence: 99%

Exploring the antecedents of masstige purchase behaviour among different generations

Alić

Činjarević

Maktouf-Kahriman

2022

Management &Amp; Marketing

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“…Moreover, it is well-known that Gen Z consumers born between 1996 and 2010 have relatively higher NfU and tendency to signal social status (Cho et al, 2022;Mathew and Dey, 2020). As a digitalborn generation, technology plays a big role in every part of their lives (Pichler et al, 2021).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…In the meantime, Gen Z, a tech-savvy generation of "self-expression" (Cho et al, 2022), is taking over the consumer population (Kahawandala et al, 2020). It can be expected that Gen Z, who are more individualistic than older generations (Pichler et al, 2021) yet more connected to each other digitally, will have a higher tendency to display their uniqueness with consumption.…”

Section: Introductionmentioning

confidence: 99%

The Role of The Need For Uniqueness In Choosing Between Conventional / Unconventional Customization: The Case Of Gen Z

DURAN

KILIÇ

2022

Yönetim Ve Ekonomi Araştırmaları Dergisi

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Social sciences such as economics and marketing has growing interest on consumer behavior and the underlying psychological factors. In particular, Consumer Need for Uniqueness (CNfU) receives notable attention from scholars. However, the literature lacks focus on how customization is related with CNfU. Moreover, Gen Z, the highest population of consumers are neglected in previous studies. The main objective of this study is to understand the impact of CNfU on Gen Z consumers’ choice between conventional and unconventional customization options for technology products. The paper uses survey-based data and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling (SEM). It is revealed that CNfU has no influence on choosing between conventional and unconventional customization options. The results have significant implications for researchers and practitioners.

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“…Traditional commercial bodies have been unable to meet young people's emotional and experiential needs. Luxury boutiques must have symbolic significance for the fastgrowing consumer group [1], who want to express their individuality through luxury goods and a hedonic attitude. However, the challenge for luxury retailers such as Carter is to satisfy younger consumers' desire for innovative in-store boutique experiences while fostering digital engagement [2][3][4][5].…”

Section: Introduction 11 Research Backgroundmentioning

confidence: 99%

“…Big data increases efficiency but reduces personalization and spontaneity. Luxury boutiques ultimately have symbolic value for young customers, a rapidly growing consumer group who wish to express their individuality and hedonic attitude through luxury goods [1]. Curating offers new perspectives on consumption and leisure, promoting freshness, relevance, and inspiration, covering everyday affairs and surprises.…”

Section: Introduction 11 Research Backgroundmentioning

confidence: 99%

Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication

Xu¹

2022

HBEM

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With the rejuvenation and diversification of the luxury market, luxury brands face the challenge of maintaining economic growth while considering the challenges of brand image building and customer loyalty. There is growing evidence that the younger generation of customers will gradually become the protagonists of the luxury market. One of the customer journeys they care most about is matching personal and brand values and the consumption experience. From this perspective, this article uses case studies, comparative studies, and literature research, taking Cartier Beyond Boundaries - Cartier Palace Museum Crafts and Restoration Special Exhibition as the main case. By comparing with other luxury brands’ art exhibitions in Asia, Analyze and study why contemporary luxury brands have increased their artistic construction and the relationship between luxury brand curatorial activities in the Asian market. By implementing the recommendations in this paper, Cartier can create a digital environment within the experience of its artistic curatorial events, facilitating interaction with their products, stories, and artworks.

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Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect

Cited by 31 publications

References 43 publications

Exploring the antecedents of masstige purchase behaviour among different generations

Exploring the antecedents of masstige purchase behaviour among different generations

The Role of The Need For Uniqueness In Choosing Between Conventional / Unconventional Customization: The Case Of Gen Z

Research on the Artistic Construction of Luxury Brands from the Perspective of Brand Culture Communication

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