Understanding the Luxury Brand Consumer

Abstract

The definition of luxury brands has been long debated among marketing scholars; however, understanding how consumers perceive luxury is important too. This research presents a new framework that includes antecedents reflecting external and internal points of reference, luxury accessibility levels that ultimately impact consumer behavior toward luxury brands. It is understood that consumers have different lived experiences and may also have access to different goods in the marketplace. Hence, the proposed framework contributes to the luxury marketing literature by highlighting these important antecedents which induce various perceptions of luxury. Three propositions are presented to summarize the framework, which also supports future research aims.

Understanding the antecedents to luxury brand consumer behavior

“…Studying luxury brand strength is important for brand managers who must distinguish their luxury brands from the competition while ensuring their superior quality (Hennigs et al, 2013). Recognizing the relationship between consumer luxury perceptions and brand strength reinforces the strong emotional and symbolic associations tied to luxury brands (Mitchell and Kowalczyk, 2021;Megehee and Spake, 2012;Roux, 1991). Cognitive, affective and behavioral responses are three outcomes of luxury brand perception, which signify the strength of consumer attitudes toward the brand featured in the model (Chaudhuri, 2006;Eagly and Chaiken, 1993).…”

“…Motivations are represented by regional culture, which can vary at the macro level (country) and even at the micro level (region). The research may parallel the luxury consumption in western cultures, such as the USA, but with a more enhanced interest in metropolitan areas such as Los Angeles, Miami or New York City (Mitchell and Kowalczyk, 2021). The research presented challenges (macroeconomic forces, infrastructure and demand) and opportunities (rising income, awareness and influence of media).…”

“…Gender and geographical location are moderators, which may influence the relationship between the antecedents and the buying process, which is considered a response to both the stimuli and organisms. Perceived hurdles to affluent buying can influence evaluations of alternatives and ultimately the final purchase decision (Mitchell and Kowalczyk, 2021). Hurdles represent quality, exclusivity, customization, information or availability, resulting in luxury product alternatives for consumers and ultimately influencing consumption effects, the actual purchase and post-purchase.…”

“…The Jain et al (2015) updated framework contributes to luxury scholarship. Still, a gap exists in the research that fails to explain the influencers to one's perception and the definition of luxury (Mitchell and Kowalczyk, 2021). In addition, accessibility and awareness were omitted from the model; however, both are important to influence consumers' consideration set of luxury goods, which fills another gap in the luxury marketing literature (Mitchell and Kowalczyk, 2021).…”

“…This research explores consumer perspectives of luxury, as consumers are the final decision-maker for their purchases. Consumer experiences, knowledge and needs of luxury products and brands should be a central focus in the conceptualization of luxury (Mitchell and Kowalczyk, 2021). This conceptualization proposes these variables as influencers of potential luxury consumer behavior.…”