Increasing customer equity of luxury fashion brands through nurturing consumer attitude

Kim, Kyung Hoon; Ko, Eunju; Xu, Bing; Han, Yoosun

doi:10.1016/j.jbusres.2011.10.016

Cited by 133 publications

(73 citation statements)

References 23 publications

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“…A wealth of research exists on luxury consumers and luxury fashion retailing (e.g., Hennigs et al, 2012;Kastanakis & Balabanis, 2012;Kim, Ko, Xu, & Han, 2012), but research that examines the effectiveness of LPs in the luxury fashion retailing is scant. Thus the purpose of the current study is to bridge this gap, given the growing interest in LPs.…”

Section: Introductionmentioning

confidence: 99%

The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

Σταθοπούλου

Balabanis

2016

Journal of Business Research

133

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This study examines the differential effects of the benefits customers receive from a loyalty program (LP) on satisfaction with the LP, trust in the LP, and store loyalty for highand low-end fashion retailers. With survey data from U.S. LP subscribers, the study tests the relationships using multiple regressions and analysis of covariance. The results show that symbolic benefits are more important for high-end fashion store consumers' satisfaction with the LP; conversely, utilitarian benefits increase consumers' satisfaction with the LP more in low-end fashion retailing, whereas hedonic benefits increase consumers' satisfaction with the LP in both types of retailers. All benefits in both types of retailers affect trust in the LP.Finally, satisfaction with and trust in the LP are important drivers of loyalty to the retailer.The findings have important implications on how managers of high-and low-end fashion retailing can effectively design their LP rewards to maximize loyalty.

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Section: Introductionmentioning

confidence: 99%

The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

Σταθοπούλου

Balabanis

2016

Journal of Business Research

133

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“…According to Kim et al [13], luxury product manufacturers can improve their identity and quality by pursuing sustainable development according to consumers' awareness of social and environmental issues. Numerous authors [11,14,15] have also highlighted the growth of ethical consumption trends and a growing need for transparency of luxury brands: in fact, as underlined by De Pelsmacker et al in 2005 [16], ethical consumption can help transform consumers' sustainable and conscious attitudes into specific buying behavior.…”

Section: Luxury and Sustainabilitymentioning

confidence: 99%

“…Some research and several articles underline the difficulty and the divergence in terms of values between luxury and sustainable development [4,13] and highlight a weak association between the concepts of sustainability and elegance. However, several scholars, such as Lochard and Murat [21], support the idea that the two concepts are compatible: the sustainability of the project must be presented as a new form of elegance, as an added value to the product, to be universally recognized.…”

Section: Luxury and Sustainabilitymentioning

confidence: 99%

Could Black Be the New Gold? Design-Driven Challenges in New Sustainable Luxury Materials for Jewelry

et al. 2017

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Is there a new material for use in jewelry, matching gold and precious stones, capable of maintaining the same perception of "preciousness" but that is also more sustainable, ethical, and inexpensive? This article deals with a case study within the European EcoDesign Network research project, aimed at investigating how sustainable design can help prestigious companies pinpoint new materials for the creation of jewelry, focusing on new and environmentally friendly opportunities while preserving their market position and target audience. Qualitative and quantitative analyses were performed. Adopting the exploring design path, a jewelry background analysis pointed out both stereotypes and possible innovations in the jewelry field: an analysis was carried out on the perception of jewels by a panel guided by a cognitive ergonomics specialist, also using the eye-tracking machine to examine participants' reactions to the jewelry involved in the study, and to establish paradigms of sustainability, preciousness, and innovation. Several meta-project proposals regarding innovations in materials and finishing were hypothesized and tested, following the main guidelines and principles of ecodesign. Lastly, a prototyping phase and some mechanical tests were implemented to verify the hypotheses of innovation. The results allowed the creation of a first set of sustainable jewelry, currently on the market.

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“…비즈니스 맥락에서 브랜드 가치(brand value)는 소비 자가 브랜드에 반응하여 형성된 브랜드 의미 또는 이미지 를 말하며, 브랜드 자산을 형성하는 하위 구성요소이다 (Keller, 2009;Kim et al, 2009;Raggio & Leone, 2009 (Keller, 2009;Milberg et al, 1997;Okonkwo, 2009;Salinas, & Perez, 2009 (Grime et al, 2002;Iyer et al, 2011;Park et al, 1991). 이러한 지각된 적합성은 많은 선행연구에서 모 브랜드 와 관련되며, 브랜드 확장의 긍정적 평가에 결정적인 선 행변수로 밝혀져 왔다 (Aaker & Keller, 1990;Mao & Krishnan, 2006;Reddy et al, 2009;Salinas & Pérez, 2009 (Kim et al, 2010;Kim et al, 2009;Kim et al, 2011). 따라서, 다음과 같은 가설을 설정하였다.…”

Section: And åSberg 2010)unclassified

Perceived Fit and Brand Value Transfer in Luxury Fashion Brand Extension

Kim¹,

Park²

2012

Korean Journal of Human Ecology

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The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a self-administered questionnaire based on a previously developed scale. The variables addressed in this scale included perceived fit, brand value for both parent brand (clothing) and extension brand (home line), extension brand association, and purchase intention of the product in extension brands. The participants in this research comprised of 215 female consumers between the ages of 19 and 51 demographically distributed nationwide. Data were analyzed by descriptive statistics, paired t-test, factor analysis, and regression analysis via SPSS 12.0. Findings showed that brand value consisted of two factors: cognitive and hedonic value in luxury fashion brands. Parent brand value was significantly related to perceived fit with a positive effect on brand association and hedonic value in extension brands. With respect to brand transfer, cognitive value of the parent brand increased the extension brand's cognitive value, while hedonic value of the parent brand increased the extension brand's hedonic value. In addition, purchase intention of the product in the extension brands was determined by the perceived fit and hedonic value of extension brands. This study also discusses the managerial implications for marketers in developing effective luxury brand extensions into new product categories, which leads to a synergy effect in building brand equity in the luxury fashion market.

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Increasing customer equity of luxury fashion brands through nurturing consumer attitude

Cited by 133 publications

References 23 publications

The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

Could Black Be the New Gold? Design-Driven Challenges in New Sustainable Luxury Materials for Jewelry

Perceived Fit and Brand Value Transfer in Luxury Fashion Brand Extension

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