Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption
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DOI: 10.1016/j.jbusres.2019.07.007
Abstract: Abstract Brands and their personalities constitute the basis upon which consumers identify and bond with various products or services. This study focuses on the factors influencing congruity between consumers' self-image and brand image for luxury… read more here.
Keywords: brand image; luxury brands; brand; image ... See more keywords
The impact of culture on millennials' attitudes towards luxury brands: evidence from Tokyo and Shanghai
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DOI: 10.1108/apjml-07-2021-0468
Abstract: PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the… read more here.
Keywords: culture; towards luxury; attitudes towards; luxury brands ... See more keywords
The metaverse experience in luxury brands
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DOI: 10.1108/apjml-09-2022-0752
Abstract: PurposeThe purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands.Design/methodology/approachA survey was distributed to metaverse users from… read more here.
Keywords: metaverse experience; luxury brands; experience; consumer ... See more keywords
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China
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DOI: 10.1108/imr-04-2022-0099
Abstract: PurposeThis study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury… read more here.
Keywords: luxury consumption; luxury; unconventional luxury; luxury brands ... See more keywords
Addressing the Cause-Related Marketing Paradox for Luxury Brands to Increase Prosocial Behavior and Well-Being
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DOI: 10.1177/02761467221127878
Abstract: Although luxury firms have come under increasing pressure to engage in corporate social responsibility (CSR) initiatives, they have traditionally been hesitant to engage because of the CSR–luxury paradox: the values and motivations underlying luxury consumption… read more here.
Keywords: related marketing; luxury; prosocial behavior; luxury brands ... See more keywords
Crafting Inconspicuous Luxury Brands Through Brand Authenticity in China
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DOI: 10.3389/fpsyg.2022.826890
Abstract: Currently, we are witnessing a trend toward subtle or absent hints of luxury, reflecting the rise of inconspicuousness. We seek to address why and how Chinese luxury brand managers, instead of matching conspicuous branding of… read more here.
Keywords: luxury; luxury brands; brand; brand authenticity ... See more keywords