Allie S. Grotts and Tricia Widner Johnson
This paper aims to examine a consumer segment, Millennial, and its status and conspicuous consumption tendencies. The current research was conducted to determine if handbags can…
Abstract
Purpose
This paper aims to examine a consumer segment, Millennial, and its status and conspicuous consumption tendencies. The current research was conducted to determine if handbags can be used as a symbolic representation of status.
Design/methodology/approach
A total of 598 females participated in this study through an electronically administered questionnaire. Eastman, Goldsmith, and Flynn's Status Consumption Scale was altered with permission and used to test and measure the status consumption of handbags.
Findings
The research findings indicated that handbags are being used in the process of status consumption and suggested characteristics of female Millennial consumers who are likely to use this process.
Research limitations/implications
The findings are limited to 18‐25 year old females in the United States, at a Midwestern university and cannot be generalized to other nationalities or age cohorts. The findings in this study are valuable in adding to the literature on status consumption by examining a product domain not previously studied for its ability to convey status and facilitate a complete self.
Practical implications
The findings are valuable to marketers because defining traits of Millennial consumers, a unique target market, have been discovered and proper marketing tactics may be deployed with the use of these results in the marketplace.
Originality/value
This paper fills a gap in the literature by examining handbags, which have not previously been researched for their status and conspicuous consumption abilities in an appropriate sample of college Millennial aged females.
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THIS report aims at giving a broad outline of German variable‐pitch propellers. Only the characteristic features and principles of operation arc described.
Lorna Ruane and Elaine Wallace
This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and…
Abstract
Purpose
This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether self-expressive brands and brand tribalism influence brand loyalty and word of mouth (WOM).
Design/methodology/approach
A cross-sectional online survey was carried out with members of Generation Y in Ireland. Data from 675 complete responses were analysed using SPSS 20 and AMOS 20. A structural model tested nine hypothesised relationships.
Findings
Findings indicate that both online social network influence and susceptibility to interpersonal influence are antecedents of tribalism and self-expressive brands. Consumers of self-expressive brands are loyal and offer positive WOM. By contrast, those who seek tribal membership have less brand loyalty and offer less WOM than other consumers. Findings suggest that consumers may be loyal to tribes, rather than to brands. This informs our understanding of the role of tribes for consumers and brand outcomes.
Research limitations/implications
This study is limited to Generation Y consumers within Ireland.
Originality/value
This is the first study to explore the effect of consumers’ perceptions about online social network influence on brand tribalism. In addition, their views about the influence of the social network on self-expressive brand consumption, and brand outcomes, are identified. This paper highlights consumers’ susceptibility to interpersonal influence on their brand choices and brand tribalism. In addition, it is shown that brand loyalty and WOM are not always a consequence of tribal membership. By contrast, self-expressive brand consumption enhances brand WOM and brand loyalty.
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Scholars have repeatedly concluded that heritage is a significant value driver for luxury brands (Riley et al., 2004; Fionda and Moore, 2009; Wuestefeld et al., 2012; DeFanti et…
Abstract
Purpose
Scholars have repeatedly concluded that heritage is a significant value driver for luxury brands (Riley et al., 2004; Fionda and Moore, 2009; Wuestefeld et al., 2012; DeFanti et al., 2014; Ardelet et al., 2015; Dion and Borraz, 2015; Dion and Mazzalovo, 2016). However, little is known on how consumers of different age group make sense of heritage luxury. The purpose of this paper is to investigate how consumers of different age groups make sense of heritage luxury brands (HLBs).
Design/methodology/approach
To achieve this, semi-structured, one-on-one, face-to-face interviews were conducted with 21 consumers of HLBs who fell into one of three age groups: Emerging adults (18 to 25 years), middle-aged adults (33 to 40 years) and older adults (67 to 74 years old).
Findings
The findings of this paper explored the different perceptions of the dimension of heritage in relation to luxury among consumers of different age groups. This paper focuses on the pioneering contributions of Urde, Greyser and Balmer (2007) in defining the dimensions of heritage brands. Although the dimensions of heritage brands defined by Urde et al. (2007) were useful as a starting point, differing perceptions among consumers of different age groups emerged which need to be considered. Findings of this study showed that consumers of all three age groups revealed three characteristics of HLBs. These are timelessness, quality craftsmanship and prestige. The durability and lasting appeal of HLBs was attributed to their high-quality craftsmanship. Quality craftsmanship, recognizability and price contributed to the perceived prestige value of HLBs. It was apparent throughout this study that HLB items helped participants feel connected to others, including their mothers or more remote forebears, their contemporaries and their descendants.
Originality/value
The author aims to understand the interplay between heritage and luxury, to understand how luxury brand consumers of different age groups are influenced by the heritage dimension. The relation between luxury and heritage becomes particularly intriguing when we consider how it affects the perceptions of consumers of different age groups.
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Miriam Mugwati and Geoffrey Bakunda
The purpose of this paper was to examine the difference in the effect on external marketing effectiveness of gender similar boards and gender dissimilar boards in the…
Abstract
Purpose
The purpose of this paper was to examine the difference in the effect on external marketing effectiveness of gender similar boards and gender dissimilar boards in the agro-manufacturing industry in Zimbabwe.
Design/methodology/approach
Based on a multi-item construct of external marketing effectiveness, data were gathered from 56 agro-manufacturing firms. The significant differences in the effect of marketing activities designed by male, gender-diverse and female boards on the level of external marketing effectiveness of the firms were examined using MANOVA.
Findings
The results suggest significant differences on the levels of external marketing effectiveness between all female boards and all male and gender-diverse boards. Female boards indicated high levels of external marketing effectiveness on customer-perceived value, loyalty, satisfaction, brand performance and symbolic meaning. The study concludes that marketing effectiveness will only be achieved by firms that develop relevant marketing strategies for the female consumer market.
Research limitations/implications
The sample for this research was drawn from agro-manufacturing firms in Zimbabwe. Therefore, the applicability of these findings to other countries should be done with caution. In addition, the sample for the research was rather small, with only a few female boards. If conducted with a larger sample, the results could be different. The developed scale to measure external marketing effectiveness may require to be tested by other researchers in different settings to confirm its applicability in measuring the construct in multiple settings.
Originality/value
Prior research shows that corporate board effectiveness has tended to be measured in terms of corporate financial performance. This research measures board effectiveness from the extent to which its gender composition has an effect on the ability of manufacturing firms to serve emerging needs of female consumers.
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Much research has been conducted on how consumption is related to human relationships. Only a scarcity of studies has examined brand and product selection, as well as the…
Abstract
Purpose
Much research has been conducted on how consumption is related to human relationships. Only a scarcity of studies has examined brand and product selection, as well as the consumption activities that individuals follow when pursuing a sense of group belonging. The literature comprises a single theoretical framework describing this phenomenon, a nascent proposition on which further research remains undeveloped. This study aims to examine the transferability of that theoretical framework in a different context to that used for its elaboration and its descriptive scope on purchasing goods and engaging in consumption activities to leverage belonging.
Design/methodology/approach
A deductive qualitative case study and pattern matching analysis technique were used, followed by structural coding analysis of interview data.
Findings
Findings reveal that the model is transferable, although its conceptual scope faces limitations. Individuals follow paths that need little or no excessive calculation in identifying a group to which they desire to belong, or the conduits to do so, and in certain cases the sense of belonging mediated by consumption is independent of display and confirmation by others. A refinement of the studied theoretical framework was carried out based on the findings, proposing an alternative framework termed the belonging-oriented consumption model, which provides a basis for future research on consumption related to pursuing a sense of belonging.
Research limitations/implications
This study was limited to analysing those events in which consumption for the purpose of pursuing group belonging is intentional. However, much of our consumption happens in a nuanced and unreflective way, and the same must go for consumption related to belonging.
Practical implications
The symbolic meaning that consumers attach to products and brands can vary based on how they are used and how consumers pursue a sense of belonging. The personality and distinctiveness of a product is influenced by the relationship between individuals and its use. Managers can establish concepts and elements of brand identity that ease brand display as a sign of belonging. They can also promote brand salience when the brand is used as a belonging conduit.
Originality/value
This study is significant because there is limited development in the academic literature, nor agreement among the authors, of a model that describes the components of consumption oriented towards pursuing a sense of group belonging. The author proposes the belonging-oriented consumption model, which provides a theoretical basis for future research on this topic.
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Minyoung Lee, Joonheui Bae and Dong-Mo Koo
Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption…
Abstract
Purpose
Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption context is scarce. The present study aims to investigate various self-concepts and their mechanisms for inconspicuous and conspicuous luxury consumption.
Design/methodology/approach
An experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.
Findings
The study findings are as follows. Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.
Research limitations/implications
The present study uniquely shows conditions (moderated mediation) that the link between need for uniqueness (self-monitoring) and luxury consumption is stronger for those with independent (interdependent) self-construal than for those with interdependent (independent) self-construal. The present results extend and help better understanding of mechanisms and conditions of conspicuous and inconspicuous luxury consumption.
Practical implications
Marketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.
Originality/value
This research contributes to extant literature by distinguishing between conspicuous and inconspicuous luxury consumption with two different mechanisms (need for uniqueness and self-monitoring). The present study further demonstrates that the two mechanisms are strongly sustained differently depending on consumer's levels of self-construal.
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Rashmini Sharma, Shavneet Sharma and Gurmeet Singh
This study aims to explore customers’ second-hand clothing purchases and their engagement on the Facebook marketplace.
Abstract
Purpose
This study aims to explore customers’ second-hand clothing purchases and their engagement on the Facebook marketplace.
Design/methodology/approach
A conceptual model is developed, building upon the online second-hand shopping motivation (OSSM) scale. Data gathered from 409 respondents was analysed using covariance-based structural equation modelling.
Findings
The results highlight that economic, convenience, ideological motivations and environmental concerns impact customers’ purchase intention. Conversely, status consumption was found to impede customers’ purchase intentions. Notably, the elements of social media engagement, including consumption, contribution and creation, demonstrated significance as a consequence of customers’ second-hand clothing purchase intention.
Originality/value
This study’s findings contribute to the knowledge encompassing sustainable fashion consumption, information systems and second-hand social media shopping. It uniquely explores customer behaviours related to second-hand clothes shopping on the Facebook marketplace by building upon the OSSM scale. These findings offer valuable insights, showcasing the determinants that can increase customer-centric social media engagement. These results inform online retailers on Facebook marketplace about sustainable practices, aligning with UN Sustainable Development Goals 12, 13 and 8, to promote a green global economy.
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Luke Butcher, Ian Phau and Anwar Sadat Shimul
The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the…
Abstract
Purpose
The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the equivalency of each construct (measurement invariance and population heterogeneity) is examined across early and late Gen Y consumers.
Design/methodology/approach
A self-administered online survey is examined, with the sample of 397 Gen Y respondents analyzed through structural equation modeling.
Findings
The results reveal that Gen Y consumers experience a need for uniqueness in a three-factor composition which is invariant across earlier and later Gen Y consumers. Similarly, SC is observed amongst Gen Y, with the empirical results again equivalent across the two groups. Finally, SC is supported to directly influence Gen Y’s purchase intention (PI) of luxury fashion goods, with the three CNFU constructs failing to directly influence PI, or SC’s influence on PI.
Practical implications
Results suggest to practitioners that not only are CNFU and SC motivations existent in Gen Y consumers, but they act similarly across early (19-23) and later (24-34) members of the consumer segment. Additionally, SC positively influences Gen Y’s purchase behavior of luxury fashion goods. Practitioners may target such consumers with reassurance that these groups do not behave differently with respect to CNFU and SC.
Originality/value
This study explores for the first time the three factors of CNFU and SC amongst Gen Y consumers. Such analysis, including the invariance of responses between those later and earlier born Gen Y consumers, and the structural relationships shared between these constructs and PI of luxury fashion goods offer intriguing insights for academics and practitioners alike.
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Despite growing attention to the heritage dimension of luxury brands, little research has been undertaken on how motivation may influence the consumption behavior of heritage…
Abstract
Purpose
Despite growing attention to the heritage dimension of luxury brands, little research has been undertaken on how motivation may influence the consumption behavior of heritage luxury brand consumers. This study aims to provide insight into the complex interplay between consumers’ age and purchase motivations of heritage luxury brands.
Design/methodology/approach
Through the analysis of interview data with consumers of different age groups, this study takes a closer look at the consumer motivation underlying the consumption behavior of three different consumer age groups: late adolescents (16–25 years old), middle-aged adults (33–40 years) and older adults (67–74 years old).
Findings
This study delivered additional insights to the literature, especially in the areas of knowing how consumers are motivated when heritage is incorporated as a distinct dimension. The findings revealed that consumers themselves identify purchase drivers based on their perception of a brand’s investment values as “monetary appreciation,” “potential to become vintage” and “inheritance value.” Age differences also emerged in how participants discussed these themes and how they related to attitude functions, such as social-adjustive, utilitarian and hedonic.
Practical implications
Luxury brand managers should carefully consider age differences when planning their marketing initiatives. An awareness of consumers’ heritage luxury brand motivations of different ages will help practitioners better position their market offerings. The findings suggest that practitioners must recognize that there are likely to be differences in how different age group consumers respond to marketing initiatives and that consumer’s age is likely to play a key role in shaping the attitude of consumers. For older adult consumers, the optimal market offering would emphasize the inheritance value of heritage luxury brands. To that end, reinforcing attributes of nostalgia through the use of original logos, brand stories and classic designs is likely to be effective in targeting this age group. When targeting adolescents, heritage luxury brand managers need to take account of the changing consumption behavior of this age group, including their need to switch brands and adapt to their social surrounding. To provoke the purchase behavior of late-adolescent consumers, it seems that heritage luxury brand managers should draw on their image of social status enhancers.
Originality/value
In this study, a gap in the literature is addressed by focusing on an overlooked demographic variable as it relates to motivations toward heritage luxury. To the author’s best knowledge, this is the first study of its kind simultaneously considering heritage and luxury brand dimensions by exploring the motivations of consumers of different age groups.