The decision-making process of luxury fashion retail buyers in Greece

Perry, Patsy; Kyriakaki, Margarita

doi:10.1108/jfmm-06-2012-0030

Cited by 24 publications

(25 citation statements)

References 52 publications

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“…Furthermore, the instrumental value is a relatively more critical antecedent for prompting brand consciousness than terminal values. It augments earlier research which focuses on articulated needs on actual and desired behavioral consumption of luxury fashion (Perry and Kyriakaki, 2014; Zhang and Kim, 2013). The present findings lend theoretical sustenance to the adoption of consequence-led consumer value drivers based on a combination of tangible and intangible branding-oriented benefits (Kautish and Sharma, 2018).…”

Section: Implications Of the Studymentioning

confidence: 84%

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Kautish

Khare

Sharma

2020

JPBM

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Purpose This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India. Design/methodology/approach The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988). Findings The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions. Research limitations/implications This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption. Practical implications This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India. Social implications With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior. Originality/value This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

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Section: Implications Of the Studymentioning

confidence: 84%

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Kautish

Khare

Sharma

2020

JPBM

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“…The processes for fashion buying for MBFR are relatively unexplored as literature focuses on organisational buying for own-labels (Brandes, 1994;Johnston and Lewin, 1996;Jackson and Shaw, 2001;Goworek, 2010;Shaw and Koumbis, 2014;Varley and Rafiq, 2014;Varley, 2014). To establish a buying process for MBFR, knowledge is drawn from the works of Johnston and Lewin (1996), Johansson (2001), Goworek (2007), Shaw and Koumbis (2014), Varley and Rafiq (2014) and Clark (2014), whilst the influence of MBFR characteristics on the buying process is determined based on the works of Webster and Wind (1972), Johnston and Lewin (1996), Jackson and Shaw (2001), Johansson (2001), Perry and Kyriakaki (2014) and Varley and Rafiq (2014).…”

Section: Fashion Buying and Merchandisingmentioning

confidence: 99%

Fashion “see-now-buy-now”: implications and process adaptations

Boardman

Haschka

Chrimes

et al. 2020

JFMM

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PurposeThe purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.Design/methodology/approachThis exploratory study includes three industry case studies, triangulated with external observers. A total of 11 semi-structured interviews were conducted within Germany and the UK.FindingsFindings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than linear, with buyers and merchandisers operating in a more hybrid role.Originality/valueThis paper addresses the lack of research on the see-now-buy-now model as well as on the BMSCP of MBFR and the implications that see-now-buy-now could have on those processes. A modified buying, merchandising and supply chain framework adapted to incorporate see-now-buy-now is created which will be useful for academics and practitioners.

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“…The literature suggests that rarity and exclusivity enhances the desire to buy brands (Brun and Castelli, 2013; Veloutsou and Guzman, 2017). Luxury brands confers psychological as well social benefits to the owner, like esteem, prestige, and sense of high status (Vigneron and Johnson, 2004; Kapferer and Bastien, 2009; Wiedmann et al , 2009; Perry and Kyriakaki, 2014; Cheah et al , 2015), and they are symbolic representations of success, wealth, and status (O’Cass and McEwen, 2004; Wiedmann et al , 2007; Shukla, 2008; Eng and Bogaert, 2010; Zhang and Kim, 2013). Consumers of luxury brands are concerned about their physical appearance, status and the impressions they make on others (Husic and Cicic, 2009).…”

Section: Conceptual Model and Development Of Hypothesesmentioning

confidence: 99%

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

Sharda

Bhat

2019

JPBM

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Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

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The decision-making process of luxury fashion retail buyers in Greece

Cited by 24 publications

References 52 publications

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Fashion “see-now-buy-now”: implications and process adaptations

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

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