The impact of attitude functions on luxury brand consumption: An age-based group comparison

Schade, Michael; Hegner, Sabrina M.; Horstmann, Florian; Brinkmann, Nora

doi:10.1016/j.jbusres.2015.08.003

Cited by 123 publications

(110 citation statements)

References 46 publications

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“…Another aspect of external influences illustrated in Table were interpersonal influences (79.4%), with reference groups (71.4%) playing a stronger role than family (38.1%). This is in line with the importance of peer influence for young adults (Eastman et al, ; Gentina et al, ; Kim & Jang, ; Schade et al, ). Finally, culture/subculture played a role (25.4%).…”

Section: Results Of Studysupporting

confidence: 83%

“…The key aspect that appeared was high price (96.8%), followed by the idea of luxury representing a social marker (92.1%). As late adolescents are more concerned with the social‐adjustive function of luxury (Schade et al, ), the idea of a social marker played a major role. Quality (88.9%) was also key with performance, reputation, and durability being seen as demonstrations of quality.…”

Section: Results Of Studymentioning

confidence: 99%

“…As illustrated in Table , the college student respondents primarily saw luxury as a means to improve their appearance/health (76.2%). This makes sense given the importance of peers for young adults (Eastman et al, ; Gentina et al, ; Kim & Jang, ; Schade et al, ), self‐presentation motives for college student consumers (Shin et al, ), and the importance of luxury brands strengthening ones' image and identity (Seo & Buchanan‐Oliver, ; Thakur & Kaur, ). Examples of luxury's role in self‐presentation can be seen in the collages as the respondents described how they would like to wear designer suits to work to instill confidence, represent power, and have supreme productivity.…”

Section: Results Of Studymentioning

confidence: 99%

“…While this growth has been attributed to various factors, among the most notable is the shift to young adult luxury consumers (D'Arpizio, et al, ; Eastman, Iyer, Shepherd, Heugel, & Faulk, ). Young adults represent the fastest growing luxury segment worldwide (Gentina, Shrum, & Lowrey, ; Schade, Hegner, Horstmann, & Brinkmann, ) and fueled 85% of luxury growth in 2017 alone (D'Arpizio et al, ). Young adults (Generations Y and Z) represent 47% of luxury consumers in 2018 and 33% of luxury purchases (D'Arpizio et al, ).…”

Section: Introductionmentioning

confidence: 99%

“…This relationship may be even more critical in the luxury domain (Thakur & Kaur, 2015) to establish and maintain strong consumer-brand relationships (Hwang & Kandampully, 2012), especially with younger consumers (Ahrendts, 2013). While previous studies focused on various aspects of young adults' luxury consumption (Eastman et al, 2018;O'Cass & Siahtiri, 2013;Park, Rabolt, & Jeon, 2008) and luxury motivation (Kauppinen-Räisänen et al, 2018;Kim & Jang, 2014;Schade et al, 2016), a comprehensive examination of college student consumers' relationship with luxury is missing in the luxury brand literature.…”

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confidence: 99%

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The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Eastman

Shin

Ruhland

2019

Psychology and Marketing

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This study examines college student consumers' relationship with luxury brands through two studies. Study 1 analyzes collages to determine what represents luxury to them, how consumers perceive their relationships with luxury, and who they are as luxury consumers. Study 2 analyzes qualitative interviews to validate the findings of Study 1 and to add further insights. Results of Study 1 suggest that college student consumers represent a vibrant segment in the luxury market. These consumers perceive a wide variety of products and brands as meeting their luxury needs. They are currently interested in luxury and their potential will only increase as their incomes do. Results of Study 2 confirms their views of luxury and emphasizes the critical roles social media, peers, and family play in influencing college student consumers' luxury consumption and provide insights for how to build an emotional bond with them. Luxury marketers can build brand relationships with college student consumers by offering them entry‐level products as they are current luxury consumers and see their consumption expanding in the future. Given that college student consumers are both vulnerable and savvy in recognizing when they are being manipulated, caution needs to be taken in approaching this segment in relationship‐building efforts.

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Section: Results Of Studysupporting

confidence: 83%

Section: Results Of Studymentioning

confidence: 99%

Section: Results Of Studymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

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The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Eastman

Shin

Ruhland

2019

Psychology and Marketing

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Examining the luxury apparel behavioural intentions of middle‐class consumers: The case of the South African market

Cunningham

Petzer

2021

J of Consumer Behaviour

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The study aims to offer an understanding of luxury apparel behavioural intention amongst middle-class consumers in emerging markets. There is a lack of understanding of luxury apparel behavioural intention amongst the middle class in emerging markets, leading to luxury apparel marketers developing irrelevant marketing strategies. Consequently, this study uses the theory of planned behaviour by incorporating additional luxury-context antecedents and including collectivistic constructs and income levels as moderators to understand luxury apparel behavioural intention amongst the middle class in South Africa. As South Africa is the preferred market for luxury apparel retailers when targeting Africa, the South African middle class was deemed an important group to understand. Through the online questionnaire, 629 responses were obtained. Covariance-based structural equation modelling and moderation analysis were used to assess the proposed relationships. The results show that the impact of luxury-context antecedents -fashion involvement, materialism-success, brand consciousness, status consumption -provide a deeper understanding to how consumers in emerging markets differ in their consumption of luxury apparel. The moderating role of collectivism reveals that middle-class consumers in emerging markets are concerned with conforming and face-saving when purchasing luxury apparel. In addition, the moderating role of income levels reveals that middle-class consumers with lower income are more influenced by their social groups compared to those with higher income, which suggests that lower-income groups are more aspirational and seek acceptance. Further insights are provided regarding the moderating role of collectivism and income levels on behavioural intention.

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Inferring one's own attitude toward an unknown attribute: The moderating role of complexity in juice tasting

Alcser‐Isais

Smith

Eastwick

2022

J of Consumer Behaviour

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This study examined how people learn about their own summarized attribute preferences: their overall evaluative summaries of an attribute (e.g., one's liking for "sweetness" or "crispness"). Participants tasted and evaluated 14 juices varying on (a) an unknown attribute "Barinium" (low-complexity condition), or (b) both Barinium and a second, unrelated attribute (high-complexity condition). Participants then reported their summarized preference for Barinium as the dependent variable. Results revealed that participants' functional attribute preferences-that is, the extent to which they actually liked the high versus low Barinium juices-predicted their summarized preference for Barinium. This functional-summarized preference association was stronger when the juices varied on Barinium alone rather than two attributes; that is, complexity caused participants to weigh their actual experiences of liking less when forming summarized preferences. Furthermore, functional and summarized preferences independently and simultaneously predicted participants' choice of juices to take home-especially when each juice sample was labeled with its Barinium content.Implications for attitudes and consumer research are discussed.

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The impact of attitude functions on luxury brand consumption: An age-based group comparison

Cited by 123 publications

References 46 publications

The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Examining the luxury apparel behavioural intentions of middle‐class consumers: The case of the South African market

Inferring one's own attitude toward an unknown attribute: The moderating role of complexity in juice tasting

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