Luxury Fashion Branding

Okonkwo, Uche Uwaezuoke

doi:10.1057/9780230590885

Cited by 248 publications

(112 citation statements)

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“…Phau and Prendergast (2000) suggest focal luxury fashion attributes to be brand identity, quality, exclusivity and customer awareness, but these are not sufficiently exhaustive or unique to identify luxury brands (Beverland, 2004). While other characteristics and models have been presented (Okonkwo, 2007;Park, Rabolt & Jeon, 2008), Wiedmann et al's (2009) model, drawing on Bourdieu's capital theory (1984), captures critical dimensions that add luxury value in the consumer's mind, and highlights that consumption of prestige and status products such as fashion represents more than just the desire for individuals to impress others by displaying their success and distinction. Indeed, De Beers (2008, p.7) argues that a transition from conspicuous to considered consumption is underway within some luxury fashion consumer segments, from 'what you wear' to 'who you are,' and this is giving rise to growing global consumer demands for 'product traceability, supply chain standards, product authenticity and quality'.…”

Section: Consumption and Identity: From Conspicuous To Considered Luxmentioning

confidence: 99%

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Carrigan

Moraes

McEachern

2013

Journal of Marketing Management

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Section: Consumption and Identity: From Conspicuous To Considered Luxmentioning

confidence: 99%

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Carrigan

Moraes

McEachern

2013

Journal of Marketing Management

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“…Related to the same concept the luxury management author Okonkwo (2007) surmises that when the sum of all distinctive qualities of a brand results in its continuous demand and commitment by consumers, the brand has high-brand equity. Consumer-based brand equity is related to intangible assets of a brand such as brand knowledge, image, awareness and attitudes (Oliveira-Castro et al, 2008).…”

Section: Consumer-based Brand Equitymentioning

confidence: 99%

Inter-industry creative collaborations incorporating luxury fashion brands

Alexander

Contreras

2016

Journal of Fashion Marketing and Management

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Purpose This paper conceives the concept of inter-industry creative collaboration; a unique kind of cooperation between business partners from diverse industries. It investigates the motivations that encourage their creation and identifies a method to evaluate consumers' attitudes towards this kind of partnership. The study analyses consumer-based brand equity and links them to inter-industry creative collaborations within the luxury fashion industry. Design/methodology/approachResearch was conducted using a comparative case design, which was qualitative in nature. Four cases were selected purposively. The data was obtained using semi-structured interviews with industry informants and consumer focus groups. Transcripts were thematically analysed according to common categories identified in the literature to enable cross-case conclusions to be drawn. FindingsThe research proposes the existence of a direct relationship between the consumer-based brand equity effects and consumers' attitudes towards inter-industry creative collaborations. This research not only proves the existence of the stated relationship but also generates a theoretical framework that specifically analyses inter-industry creative collaboration involving luxury fashion brands. Research limitations/implicationsThe usage of convenience sampling limited consumer participants to individuals who considered themselves luxury fashion consumers. In addition, the findings are limited to London, UK and cannot be generalised outside the examined cases. That said, the research provides a useful starting point for further empirical research to test the validity and reliability of the model outside of the stated cases. Practical implicationsThe proposed theoretical framework serves as a practical guide for luxury managers to assess the planning and execution of inter-industry creative collaborations conducted by their brands. Originality/valueThe research makes a contribution to brand management literature by creating a connection between four topics of academic research: motivations of inter-industry creative collaborations; consumer-based brand equity; consumers' attitudes towards inter-industry creative collaborations; and the creative and emotional elements of luxury fashion.

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“…In the case of brand attachment, attachment theory (Bowlby, 1979) (Okonkwo, 2007). In these aspects, when consumers feel closeness between the self and a brand, and/or when they form intense emotional bonds between the self and the brand, the consumers' brand commitment is likely to increase.…”

Section: )mentioning

confidence: 99%

“…For these reasons, the notion of self-expressiveness of a brand is an important consideration in the branding context (Carroll & Ahuvia, 2006;Fournier, 1998). Also, although it may seem irrational, consumers tend to feel emotional bonds to luxury fashion brands (Okonkwo, 2007). The current study focuses on luxury brands to scrutinize consumer behaviors driven by sociopsychological benefits such as emotional bonds and identity-based motivations.…”

Section: ⅰ Introductionmentioning

confidence: 99%

The Role of Self-Construal and Emotionsin Younger Consumers' Commitment to Luxury Brands

Hwang¹,

Kandampully²

2012

The Research Journal of the Costume Culture

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Despite the increasing recognition of the value of emotions and younger consumers in luxury market segments, little research has focused on the role consumer characteristics and emotions play in younger consumers' commitment to luxury brands. Drawing on the identity-motivation model and the idea of self-construal, this study identifies the contributing factors of younger consumers' commitment to luxury fashion brands. Specifically, this study examines the role of consumer characteristics (i.e., self-construal), the self-expressiveness of brands, and emotional factors (i.e., brand love and brand attachment) in developing consumer-brand relationships. The proposed model was tested with college students in the U.S., which supplied a representative group of younger consumers of luxury fashion brands. The data were collected using web-based surveys and analyzed using structural equation modeling method. The results showed that consumers who were characterized with interdependent self-construal had positive perceptions of self-expressive luxury fashion brands. Furthermore, the perception of self-expressive brands promotes the consumers' brand love of and brand attachmentto luxury fashion brands. Also, while both improved brand commitment, brand attachment had a greater impact on brand commitment than brand love. This study contributes to the literature by identifying driving forces of younger consumers' brand commitment. It also provides managerial implications for luxury fashion brands.

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Luxury Fashion Branding

Cited by 248 publications

References 0 publications

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Inter-industry creative collaborations incorporating luxury fashion brands

The Role of Self-Construal and Emotionsin Younger Consumers' Commitment to Luxury Brands

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