More on Luxury Anti-Laws of Marketing

Bastien, Vincent; Kapferer, Jean-Noël

doi:10.1007/978-3-8349-4399-6_2

Cited by 36 publications

(43 citation statements)

References 4 publications

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“…In the last two decades, the luxury world has drawn a great deal of attention from both managers and scholars—the former compelled by the industry's high margins and the latter interested in the psychological and social mechanisms that underlie luxury purchasing behavior. What makes luxury a particularly intriguing research context is the fact that luxury brands typically follow some so‐called “anti‐laws of marketing” (Bastien & Kapferer, ). Indeed, luxury (vs. mass market) goods are typically sold to niche (vs. wide) markets, fulfill a desire for exclusiveness (vs. popularity), relatively difficult (vs. easy) to find, quite rarely (vs. frequently) purchased, and the demand for luxury goods remains stable or paradoxically increases (vs. decreases) as prices goes up (Kapferer, ; Kapferer & Bastien, ; Nueno & Quelch, ; Silverstein & Fiske, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

Amatulli

Angelis

Donato

2019

Psychology and Marketing

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This research studies the role of hedonic versus utilitarian message appeals in luxury goods communication, investigating how using one or the other type of message appeal affects product perceived luxuriousness and, in turn, product attitude, and consumers' willingness to buy. This research presents three experiments in which message appeal and brand prominence have been manipulated, while perception of luxuriousness, attitude toward luxury products, willingness to buy them and consumers' conspicuous consumption orientation have been measured. Hedonic, compared with utilitarian, message appeals increase perceived luxuriousness, thereby increasing product attitude and consumers' willingness to buy the product promoted. This effect is particularly likely to occur for consumers with lower levels of conspicuous consumption orientation and for products carrying lowly prominent logos. We extend the literature on luxury communication by studying the effect of hedonic versus utilitarian message appeals on consumers' responses, and the literature on hedonism versus utilitarianism by studying this dichotomy in the context of luxury goods communication. This research suggests that different message appeals used in luxury goods communication produce different effects on consumers' responses and that this differential effectiveness is particularly likely to manifest for certain types of consumers and certain types of luxury products.

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Section: Theoretical Backgroundmentioning

confidence: 99%

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

Amatulli

Angelis

Donato

2019

Psychology and Marketing

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“…While remaining classic and conventional by their attachment to the past and tradition, they modernize their presentation without forgetting to highlight their identitary narratives. Despite the modernity of a luxury product (innovation), different presentation places (spatial diversity) or communication media (diversity of material means to disseminate messages), the timelessness of the brand persists (Bastien & Kapferer, 2008). Thanks to a perfect coherence with their identitary narratives, brands expand the cultural imagination (Remaury, 2004).…”

Section: Identitary Values Of Luxurymentioning

confidence: 97%

“…Luxury sector has a long history (Castarede, 2006(Castarede, , 2008 and has been continuously enriched by new contributions and innovations (Bastien & Kapferer, 2008;Dubois, Laurent & Czellar, 2001;Fionda & Moore, 2009;Lipovetsky & Roux, 2003;Vigneron & Johnson, 2004), enabling then its internationalization (Moore, Doherty & Doyle, 2010;Zhang & Kim, 2013).…”

Section: The Luxury Parent Houses Products and Customersmentioning

confidence: 98%

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When luxury advertising adds the identitary values of luxury: A semiotic analysis

Freire

2014

Journal of Business Research

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“…Algumas empresas optaram por trabalhar sua estratégia nas regras do luxo (herança, autenticidade e valor de exclusividade), focando seus esforços apenas no posicionamento de marcas premium -como a montadora GM com o automóvel Saab (Bastien & Kapferer, 2013;Kapferer & Valette Florence, 2016) -enquanto outras adotam práticas utilizadas no mercado de massa.…”

Section: Introductionunclassified

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

et al. 2016

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O marketing de marcas de luxo apresenta algumas particularidades em relação ao utilizado em outros mercados. O objetivo principal deste estudo é identificar os efeitos do endossamento de celebridades e do país de origem na avaliação de marcas de luxo. Para tanto, realizaram-se dois experimentos, nos quais as variáveis foram manipuladas por meio de anúncios publicitários desenvolvidos para este fim. Os resultados indicam que a) a avaliação da marca de luxo não é favorecida pela utilização de endossamentos, mesmo de celebridades, e b) existem indícios quanto ao efeito país de origem na moderação da avaliação realizada pelos consumidores em determinadas circunstâncias.

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More on Luxury Anti-Laws of Marketing

Cited by 36 publications

References 4 publications

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

When luxury advertising adds the identitary values of luxury: A semiotic analysis

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

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