“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector

Abstract

Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable customer-brand relationship in the new setting. Brand identity provides a valuable exploration of this issue. However, the current measurement of brand identity is relatively simple, and there is no clear answer to what factors encourage brand identity development. This study attempts to address this gap by dividing the brand identity structure from a multi-dimensional perspective, considering the role of luxury consumer perceived value and brand information quality in shaping the brand identity. Data was gathered by an online questionnaire survey from Chinese consumers who had purchased luxury jewelry, employing regression methods for analysis. The results show that four predictors representing luxury consumer perceived value all have a significant impact on the brand’s social identity and personal identity. In addition, brand information quality also positively moderates the relationship between the luxury consumer perceived value and the brand’s social identity. This study opens new horizons for considering dimensions other than the satisfaction or intention to use, expanding the applications of brand identity in a new context. The results contribute to increasing the awareness level of brand identity for luxury brand practitioners and offering them a new method of market strategy.

Sustainable luxury brands: the moderating effects of salient identity-based goals

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The quality of crowdsourcing virtual community and users’ voice behavior: An analysis of stimulus-organism-response framework among Chinese users

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Neural processing of prototypicality and simplicity of product design in forming design preferences

“…Previous studies have indicated that a positive evaluation of design not only boosts the desire to own a product [1] but also increases the willingness to pay more for it [2]. Furthermore, an appealing design fosters a sense of pride and care in the use of the product, while also aiding in the formation of an individual identity [3]. This phenomenon has expanded the range of products that are appreciated by individual consumers, showcasing the evolving impact of design [4].…”