Revisiting the Brand Luxury Index: new empirical evidence and future directions

Conejo, Francisco J.; Cunningham, Lawrence F.; Young, Clifford E.

doi:10.1057/s41262-019-00168-4

Cited by 9 publications

(9 citation statements)

References 77 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…To measure brand luxury, the study used five items among the most frequently used in the literature to measure non-personal-oriented perceptions of brand luxury (Christodoulides et al, 2009;Conejo et al, 2020): "Not luxurious -Luxurious", "Poor quality -Best quality", "Popular -Elitist", "Everywhere -Exclusive" and "Inferior -Superior". According to Vigneron and Johnson (1999), non-personal-oriented perceptions of luxury brands (i.e., perceived quality, perceived uniqueness, and perceived conspicuousness) are price-driven, while personal-oriented perceptions of luxury brands (i.e., perceived extended-self and perceived hedonism) are consumer-driven, explaining why we concentrated on the former.…”

Section: Figure 1 Illustration Of the Experimental Stimulimentioning

confidence: 99%

“…Appendix 1 Price ending distribution observed in the exploratory study Appendix 2 Scales used in the experiment Brand luxury (Christodoulides et al, 2009;Conejo et al, 2020) Cronbach  = .882…”

Section: Appendicesmentioning

confidence: 99%

“…To measure brand luxury, the study used the following five items among the most frequently used in the literature to measure non-personal-oriented perceptions of brand luxury (Christodoulides et al, 2009;Conejo et al, 2020): "Not luxurious -Luxurious," "Poor quality -Best quality," "Popular -Elitist," "Everywhere -Exclusive" and "Inferior -Superior." According to Vigneron and Johnson (1999), nonpersonal-oriented perceptions of luxury brands (i.e.…”

Section: Protocolmentioning

confidence: 99%

See 2 more Smart Citations

Compromise pricing in luxury

Parguel

Fraccaro

Macé

2021

JPBM

View full text Add to dashboard Cite

Purpose Going beyond odd and even prices, this paper aims to explore the rationale behind the widespread practice of setting prices ending in “50” or “80” in the luxury industry. The authors argue that when they set such prices, managers agree to reduce their profit margin to limit the anticipated guilt luxury consumers associate with luxury shopping while also protecting their brand luxury. The authors label these prices compromise prices and formally define compromise pricing as the practice of choosing a price’s ending so that the price falls below (but not just below) a round number to boost sales without damaging brand luxury. Design/methodology/approach Following the observation of the overrepresentation of prices ending in “50” and “80” in the luxury clothing category, an experiment explores the impact of compromise prices on anticipated guilt and brand luxury in the luxury watch category. Then, to identify when luxury pricing managers typically favor compromise prices, multinomial regressions investigate prices collected on two online luxury fashion retailers for the luxury clothing and handbag categories. Findings Compromise prices reduce the anticipated guilt luxury consumers associate with luxury shopping compared with even prices while enhancing brand luxury compared with odd prices and interestingly, with even prices also. This finding gives rationale to luxury managers’ preference for compromise prices in the ninth hundred (i.e. €X950, €X980), especially for higher-priced products, i.e. when the potential for price underestimation and/or the risk of damaging brand luxury are more important. Originality/value This research contributes to the field of luxury pricing by providing evidence to an original price-ending practice, coined compromise pricing, which consists in agreeing to a slight reduction in prices and unit margin to protect brand luxury.

show abstract

Section: Figure 1 Illustration Of the Experimental Stimulimentioning

confidence: 99%

Section: Appendicesmentioning

confidence: 99%

Section: Protocolmentioning

confidence: 99%

See 1 more Smart Citation

Compromise pricing in luxury

Parguel

Fraccaro

Macé

2021

JPBM

View full text Add to dashboard Cite

show abstract

“…A number of insightful findings are presented with some proving to be contradictory to discussions held previously on the topic. Conejo et al (2020) revisit and consider the performance and robustness of the Brand Luxury Index (BLI) and present results from four studies with US students, Chinese students, US consumers, and pooled data. The findings are discussed in relation to BLI stability, and the authors call for luxury brand dimensionality to undergo further attention, as well as the development of a new generation of instruments.…”

Section: Luxury Brandingmentioning

confidence: 99%

Journal of Brand Management: year end review 2020

Powell

2020

J Brand Manag

View full text Add to dashboard Cite

show abstract

“…Given (i) the luxury industry's growth and resilience, (ii) the luxury concept's inherent international scope, (iii) luxury markets' evolution and increasing globalization (Kumar et al, 2020) fueled by the higher purchasing power of consumers in new markets and by e-commerce, and (iv) the challenges that emerge from these, international luxury marketing research remains relatively scant. Responding to recent calls for research into this direction (Conejo et al, 2020;Ko et al, 2019), this paper's objective is to systematically identify and objectively analyze the current literature on international luxury marketing in order to provide a roadmap for much needed future research on the topic.…”

Section: Introductionmentioning

confidence: 99%

Charting research on international luxury marketing: where are we now and where should we go next?

Veloutsou

Christodoulides

Guzmán

2021

IMR

View full text Add to dashboard Cite

PurposeDespite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area.Design/methodology/approachUsing a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters.FindingsAlthough most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes.Practical implicationsThis article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions.Originality/valueThis is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.

show abstract

Revisiting the Brand Luxury Index: new empirical evidence and future directions

Cited by 9 publications

References 77 publications

Compromise pricing in luxury

Compromise pricing in luxury

Journal of Brand Management: year end review 2020

Charting research on international luxury marketing: where are we now and where should we go next?

Contact Info

Product

Resources

About