Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands

Kalyoncuoğlu, Selma; Şahin, Begüm Erdil

doi:10.5539/ijms.v9n4p76

Cited by 4 publications

(3 citation statements)

References 36 publications

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“…Consumers learn materialistic values from family, friends, and social media. Many studies have documented that young adolescents who spend more time on social media develop materialistic values, leads to high purchase intentions (Kalyoncuoglu & Sahin, 2017).…”

Section: Materialism and Purchase Intentionsmentioning

confidence: 99%

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Yaseen¹,

Saeed²,

Mazahir³

et al. 2020

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The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.

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Section: Materialism and Purchase Intentionsmentioning

confidence: 99%

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Yaseen¹,

Saeed²,

Mazahir³

et al. 2020

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“…Perceived materialistic value has its roots in materialism defined as a "set of centrally held beliefs about the importance of possessions in one's life" (Richins & Dawson, 1992, p. 308). In recent studies, Hudders and Pandelaere (2012) and Kalyoncuoglu and Sahin (2017) found that materialism was positively associated with luxury consumption as materialists acquire possessions to conspicuously display them, and they equate luxury consumption with personal happiness. Based on the literature reviewed, the following hypothesis is proposed: H3: The consumer's perceived individual value of luxury brand/service is an appropriate criterion for value-based segmentation of the U.S. luxury consumer.…”

Section: Individual Valuementioning

confidence: 99%

Value-Based Segmentation of U.S. Luxury Consumers: Conceptual Replication and Model Validation

Diddi¹,

Manchiraju²

2018

IJMS

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The primary objective of this study was to understand the U.S. consumers’ luxury value perceptions using Luxury Value Perception (LVP) model (Wiedmann, Hennigs & Siebel, 2009). The study replicated the procedure used in Wiedmann et al.’s (2009) article to validate the dimensions of the LVP model in the U.S. context. Data were collected using an online survey through Amazon Mechanical Turk. The findings revealed the applicability of the LVP model in the U.S. context and revealed interesting differences in luxury value perceptions among U.S. and German consumers. This study advances theory as it is the first to validate the latent luxury value construct as influenced by individual, social and functional luxury value perceptions in the U.S. context. The LVP model helped identify luxury value drivers of U.S. consumers and cluster them in homogenous segments. These findings may potentially help U.S. luxury brand marketers to know the needs and values of different customer segments, ultimately helping them to develop effective brand positioning strategies in a competitive marketplace.

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“…Moreover, these figures are only based on 2016 customs seizure data, and do not include counterfeit products produced and consumed in various countries, or pirated products distributed through the Internet. At present, counterfeit goods have appeared in many industries, ranging from luxury handbags, perfume, and machine components to chemical products [4][5][6]. More seriously, some counterfeit goods even threaten the safety of human life, such as counterfeit auto parts, medical equipment with incorrect parameters, counterfeit tablets, counterfeit baby milk powder, etc.…”

Section: Introductionmentioning

confidence: 99%

Hybrid attention network with appraiser-guided loss for counterfeit luxury handbag detection

Peng

Zou

et al. 2022

Complex Intell. Syst.

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Recently, convolutional neural networks have shown good performance in many counterfeit detection tasks. However, accurate counterfeit detection is still challenging due to the following three issues: (1) fine-grained classification, (2) class imbalance, and (3) high imitation samples. To address these issues, we propose a hybrid attention network (HANet) for counterfeit luxury handbag detection. In HANet, a hybrid attention module is first designed. Compared with existing methods that directly use classic CNNs for counterfeit detection, the HA module jointly uses a channel attention unit and a spatial attention unit to learn important information on both the channel and spatial dimensions. The HA modules can be easily integrated into the ResNet architecture to enhance the discriminative representation ability of CNNs, so as to help the network find subtle differences between the real and counterfeit products. In addition, an appraiser-guided loss is proposed to train HANet. Considering the factor of class imbalance and high imitation samples, the proposed loss gives the counterfeit class a higher weighting, and meanwhile gives the high imitation samples a much higher weighting. The proposed loss introduces the knowledge of appraisers, which allows HANet to not only treat real and counterfeit samples relatively fairly, but also pay more attention to the learning of difficult samples. To evaluate the performance of our method, we have constructed a well-benchmarked luxury handbag dataset. On this dataset, the performance of HANet, ResNet50, and the state-of-the-art attention methods is compared. The results demonstrate that HANet achieve superior performance against all its competitors.

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Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands

Cited by 4 publications

References 36 publications

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Value-Based Segmentation of U.S. Luxury Consumers: Conceptual Replication and Model Validation

Hybrid attention network with appraiser-guided loss for counterfeit luxury handbag detection

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