Showing papers in "Journal of Brand Management in 2020"

Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury

Abstract: Sustainable development is on the agenda of all economic sectors. This is a radical change for the luxury market, so far discreet on these matters. In addition, baby boomers have passed the torch to new segments of luxury purchasers: Generation X-ers and now millennials, the latter being described as most sensitive to sustainability issues in general. But is their alleged sensitivity still front of their mind when they buy luxuries? A cross-generational international comparison reveals that millennials’ sensitivity to the sustainability of luxury brands when purchasing luxuries is not that different from older generations. However, the motivations of luxury buyers’ sensitivity (or total lack of) to the sustainable actions of luxury brands differ across generations. Millennials are those who consider the most that luxury and sustainability are contradictory. This opinion is held across countries, Asian or Western, in emerging or mature economies. These millennials’ specificities have strong implications if luxury brands wish to preserve their sustainable future.

Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management

Abstract: In this article we chart the evolution of corporate brand management from an organization-centric view based on control to one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand. This shift challenges many of the traditional models of corporate brand management and recognizes the importance of meeting the needs and desires of stakeholders through the adoption of a conscientious approach built on responsibility and a commitment to fairness. We illustrate our argument with such examples as Danone, SAP, Tata, Unilever and Patagonia and conclude with a research agenda to explore further the nascent field of conscientious corporate brands.

When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment

Abstract: The first objective of this study is to test the mediating role of emotional brand attachment in the relationship between customers’ perception of corporate social responsibility (CSR) and two types of customer extra-role behavior: customer participation behavior and customer citizenship behavior. The second objective is to examine the moderating effects of customer spirituality on the customer CSR perception–emotional brand attachment relationship and the indirect relationship between customer CSR perception and customer participation/citizenship behavior through emotional brand attachment. We conducted a research survey with 615 South Korean bank customers and performed structural equation modeling to test our hypotheses. Emotional brand attachment partially mediated the relationship between customer CSR perception and customer participation/citizenship behavior. The positive association between customer CSR perception and emotional brand attachment was more pronounced when customer spirituality was high than when it was low. Customer spirituality further moderated the indirect effect of customer CSR perception and customer participation/citizenship behavior through emotional brand attachment. This is one of the first studies to explore the boundary conditions of customer spirituality that strengthen the association between customer CSR perception and customer extra-role behaviors via emotional brand attachment. The study advances customer CSR perception and spirituality research by proposing and testing a moderated mediation model.

When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence

Abstract: Sport fans engage themselves in several forms of behaviour to lend support to their favourite sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and building relationships with these highly engaged club fans. Drawing on congruity theory, the study examines the influence of fan personality–sponsor brand personality (FP–BP) congruence on fan engagement with sport clubs, sponsor brand attitude, and purchase intention towards the sponsor brand. Data were collected from stadium spectators during professional football games (n = 503) in India. The findings indicate a positive influence of FP–BP congruence on sponsor brand attitude and brand purchase intention. The study reveals that in-role behaviours (such as buying tickets, watching club games, and BIRGing) and extra-role behaviours (such as wearing club apparel, displaying logo of club) are two necessary yet distinct components of fan engagement. Consequently, the study demonstrates that only in-role fan engagement with clubs significantly contributes to the formation of a favourable attitude towards the sponsor brand, whereas surprisingly, extra-role fan engagement does not. This study extends the stimulus–organism–response model to brand management literature by linking the brand personality and fan engagement concepts. Overall, this aids brand managers and sports clubs in cementing the engagement of fans with sponsor brands and clubs, respectively.

Sustainability countenance in brand equity: a critical review and future research directions

Abstract: Brand equity, a strategic marketing asset, can elicit a welcoming, unique relationship that characterizes the bond between products and customers. An essential aspect of brand equity is sustainability, which has emerged as a paramount issue in environmental concerns that firms cannot overlook. Numerous researchers have presented their empirical findings on brand equity, but, with few exceptions, little knowledge has been published on its conceptualization and measurement. Accordingly, this research provides an in-depth analysis that brings associations to scattered brand equity literature, which merely discusses sustainability/greening as an essential aspect. In doing so, we submit that the sustainability dimension in brand equity can be helpful in two respects: (1) firms can use this concept to mitigate consumer cynicism about green attributes and brand functionality; and (2) it bridges the significant flaws in the current conceptualization of brand equity, which can serve as an inspiration for theoretical soundness and its betterment as a measuring tool. We also put forth that the concept of brand equity should include a sustainability paradigm other than marketing assets and stakeholder value.

Nature of brand love: examining its variable effect on engagement and well-being

Abstract: The multiple conceptualizations of brand love (BL) have led to operational inconsistency. The current study addresses this conceptual disagreement by identifying and comparing three conceptualizations of BL. The study also proposes and validates the dimensions of customer engagement (CE) and consumer well-being (CWB) as direct and indirect outcomes of BL, respectively, and investigates the moderating effect of “duration of use” on the BL-CE relationship. A sample of 392 smartphone users responded to a structured questionnaire. The data were analyzed through structural equation modeling, and moderation hypotheses were tested using latent moderated structural equation modeling with Mplus. The findings indicate that conceptualizing BL as a “perfect two-way” love—dominant in extant research—is the least appropriate option. The results confirm that BL has a significant impact on all dimensions of CE and that CWB is a direct outcome of CE and an indirect outcome of BL. The study contributes to the theory of engagement, as it extends the intangible outcomes of CE and empirically validates the proposed relationships. For managers, this study offers the best ways to enact BL and advocates that BL helps ensure maximal CE, which is beneficial for both brands and customers.

Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements

Abstract: This study aims to provide an understanding of how nostalgic ads (i.e., personal, historical, and cultural) influence customers’ participation in bringing dead brands back to life [i.e., brand resurrection movements (BRM)] compared to non-nostalgic ads. Using the psychological reactance theory of behavior explanation as a lens, this study builds on an analysis of data from n = 644 millennial consumers of defunct brands who wish to bring the dead brands back to life. The hypotheses were tested using structural equation modeling and the SPSS PROCESS macro. When personally, historically, and culturally nostalgic ads and non-nostalgic ads were assessed, historically nostalgic ads had the strongest effect on consumers’ engagement with BRM. The moderation results suggest that both personal and non-nostalgic ads also have a strong effect on BRM participation for men, while the influence is less prominent for women consumers. Conversely, historically nostalgic ads are more effective at increasing BRM involvement among women than among men. The moderation of age reveals that personally and historically nostalgic ads are more capable of securing consumers’ engagement in BRM for older customers, while culturally nostalgic and non-nostalgic ads are effective at increasing consumers’ engagement in BRM among both younger and older customers equally.

The gift of co-creation: what motivates customers to participate

Abstract: Most organizations want to get closer to current and potential customers and to develop products and services that are relevant and desirable. One widely used approach to realize this is online co-creation which allows companies to work together with customers over an extended period of time. However, in spite of their widespread use, company-sponsored co-creation communities can fail to engage people. To better understand how communities can build participation and commitment, we looked at participants’ motivations to take part and contribute to three high involvement co-creation communities in private health, diabetes care and consumer brands. Our research, which builds on earlier studies, shows that participants are dominantly motivated by intrinsic rewards and that managers have to adopt a gift exchange perspective—rather than the normal transactional market exchange approach—if they are to nurture involvement. Further, we show the importance of supportive, but not controlling, moderation during the life of a community and the need to pay attention to building a community culture, where people feel they have sufficient freedom to express themselves. Interestingly it seems that the purpose of the community is not the main determinant of engagement, but rather the environment that is created. Properly managed a community can generate very high levels of passion and commitment.

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

Abstract: This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb—a peer-to-peer online platform for renting, swapping, and lending accommodations—the current study examines how consumers’ perceptions of Airbnb brand equity mediate the relationship between functional and hedonic brand image and social media behavioral engagement in terms of consumption, contribution, and creation of brand-related content (COBRAs). Results discriminate between direct and indirect effects. Findings reveal that hedonic brand image directly influences behavioral engagement on social media, whereas brand equity fully mediates the relationship between functional brand image and COBRAs. Implications for theory and practice related to shared or collaborative consumption platforms in the hospitality industry are discussed and suggestions for future studies are presented. This research paper provides conceptual and theoretical clarity on issues such as how consumers’ brand perceptions influence their behavioral engagement on social media.

Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions

Abstract: As value co-creation continues to gain traction as one of the most influential concepts in contemporary marketing, it is worthwhile to explore the role of the customer in the realisation of value. This paper considers that customer participation in a range of active customer behaviours, including development, feedback, advocacy and helping, can co-create customer perceptions of brand value. In particular, the research examines the interplay between the dimensions of quality, emotional, price and social value with respect to co-creation behaviour dimensions. Overall, the results indicate potentially positive impacts of advocacy and development behaviours, little influence from feedback and seemingly negative impacts from helping behaviour, upon brand value dimensions. This paper offers initial insight into the potential impacts of different behaviours upon forms of value, enhancing theoretical understanding and offering direction for brand management applications.

The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?

Abstract: This paper provides a comprehensive perspective on loud luxury product design, which so far has been limited to the concept of brand prominence. Drawing on insights from a qualitative study and conceptual considerations, the current research introduces a new luxury product design element—design extravagance. Furthermore, a field study and a large-scale survey of high-income individuals are conducted to explore the role consumers’ personality traits extraversion and openness to experience and personal motives (need for status and need for uniqueness) play in shaping consumer responses to two important luxury product design elements (brand prominence and design extravagance). The results suggest that the personality trait extraversion promotes consumers’ desire for status, which then leads consumers to favor extravagantly designed and logo-laden brands. Openness to experience, on the other hand, correlates with a desire for uniqueness and lies behind a penchant for design extravagance. Finally, the theoretical implications of this idea for future luxury research are discussed, along with its practical implications for luxury marketing.

Brands as activists: The Oatly case

Abstract: In the light of climate change and ever-increasing evidence of the need for urgently changing food production and consumption, how do brands enter and leverage this debate? How can brands become activists by mobilizing debates around a political cause, and how can those debates promote the legitimacy of emerging industry practices? Through a case study of the now-famous food and beverage brand Oatly, this paper describes how brand-induced political activism can challenge consumption, production, policy, and ideologies. It can promote brand development and positioning, provided that the brand has earned legitimacy. This study suggests that the new branding principle in the age of the climate crisis and eco-anxiety can be characterized as ‘citizen activist,’ in which consumer culture goes beyond the cultivation of self, focusing instead on systemic changes in production and consumption.

The impact of relational drivers on customer brand engagement and brand outcomes

Abstract: This study investigates the effects of customers’ trust and satisfaction with the focal brand and brand identification (self-expressive brand) on customer brand engagement (CBE) dimensions (cognitive processing, affection and activation), which can promote brand outcomes (brand evangelism and repurchase intention). The model was tested using survey data from 466 Australian consumers of mobile phone brands. The results suggest that brand trust enhances affection, followed by cognitive processing, but not activation. Brand satisfaction has a stronger impact on activation than affection while it is not related to cognitive processing. Self-expressive brand has the largest impact on cognitive processing, followed by affection and then activation. CBE dimensions are found to influence brand outcomes (brand evangelism and repurchase intention). For marketing theorists, to our knowledge, this is the first study to empirically examine the differential impact of relational drivers on brand evangelism and repurchase intention via the CBE dimensions. For managers, given that brand trust and brand satisfaction are customer-based metrics often tracked by organisations, our findings help organisations to redirect their efforts to the specific relational drivers that influence either psychological and/or behavioural components of CBE as well as brand evangelism and repurchase intention.

Managing founder-based brand identity during succession

Abstract: Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that needs to be managed across generations. The case analysis highlighted that a joint effort between the first and second generations and non-family members is needed in order to preserve and adapt the family business resources and manage the founder-based brand identity over time.

Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty

Abstract: Customers’ brand loyalty is a complex concept including cognitive, emotional, and behavioral dimensions. Most research on customers’ brand loyalty focuses on conditions (based on relative levels of loyalty, attitudes, and behaviors) or stages of loyalty formation. This study focuses on measurement of the ways loyal customers are committed to the brand, using a tripartite conceptualization, that captures its emotional, cognitive, and habitual components termed heart, head, and hand loyalty, respectively. These components are operationalized into a 16-item scale, which was refined and tested in a series of four surveys that examined multiple product categories. The predictive validity of the scales is demonstrated through a latent class analysis that reveals multiple loyalty segments within each product category, each exhibiting differing combinations of heart, head, and hand loyalty. This work offers guidance to researchers who wish to purposefully measure multiple components of brand loyalty. It also provides managers with a tool to measure and understand the strength and types of loyalty their customers have toward their brand.

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Abstract: To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand’s performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies.

Building a unique brand identity: measuring the relative ownership potential of brand identity element types

Abstract: A strong brand identity must comprise unique identity elements such as logos, colours or characters that distinguish it from competitors and facilitate recognition and purchase. A critical marketing function is therefore deciding which elements to invest in, to protect and build this identity. Within this paper, a new measure, Competitive Intensity, is proposed as a means to critically evaluate brand identity elements on their uniqueness potential. Results of testing 1281 in-market elements from 13 consumer packaged goods categories in 19 countries show that character, logo and logotypes have the greatest potential for unique brand ownership. Colour, however, is more challenging to develop as a unique brand identifier due to high levels of competitive sharing. Competitive intensity varies for elements of the same type, suggesting that practitioner execution plays a critical role in successful ownership. Being the first empirical comparison of eight element types, this paper provides comprehensive guidance to practitioner decision-making.

Trending topics plus future challenges and opportunities in brand management

Abstract: An analysis and review by the Journal editors of publications over recent years to identify trending topic areas, plus an overview of some challenges and opportunities facing brand management today.

You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate

Abstract: Brand hate is an emerging concept representing the dark side of the consumer–brand relationship. This research investigates whether negative brand social self-expressiveness can significantly predict brand hate via creating perceived brand embarrassment in a social context, and also the moderating roles played by consumer’s susceptibility to social influence and brand inner self-expressiveness. Data were collected from Nano car users in India and analysed using structural equation modelling (SEM) and conditional process analysis (Hayes in the process macro for SPSS and SAS, 2018). The study results support that negative brand social self-expressiveness creates brand hate, and this relationship is mediated by brand embarrassment. Consumer’s susceptibility to interpersonal influence positively moderates the effect of negative brand social self-expressiveness on brand embarrassment. On the other hand, the effect of brand embarrassment on brand hate is negatively moderated by brand inner self-expressiveness. Thus, the model shows a moderated mediation. The contribution of this research lies in empirically identifying the relationship between brand embarrassment and brand hate, and the distinctive roles played by brand social and inner self-expressiveness in shaping this relationship.

The sound of branding: An analysis of the initial phonemes of popular brand names

Abstract: In the marketing literature, the ‘K effect’ refers to the claim that the letter K is overrepresented as the initial letter of brand names. To date, however, most findings have only considered the frequency of the written letters incorporated into brand names. Here, we argue that since letters sometimes sound different when pronounced in different words (e.g., ‘C’ in Cartier vs. Cisco), a phonemic analysis of the initial phonemes is likely to be more insightful than merely a comparison of the written form (as reported by previous researchers). With this in mind, the initial phonemes of top brand names were analyzed and compared with: (1) words in the dictionary; (2) a corpus of contemporary American English; and (3) the most popular current children’s names in the USA. We also analyzed a different list of top brands, including both corporate brand names (e.g., Procter & Gamble) as well as the product-related brand names (e.g., Pantene). We conclude by reporting the most underrepresented [vowels (/aʊ/, /ɜː/, /ɔɪ/, /ɔː/) and consonants (/r/, /ʒ/, /l/, /θ/)] and overrepresented [vowels (/iː/, /əʊ/) and consonants (/j/, /z/, /f/, /dʒ/, /p/, /j/, /t/)] initial phonemes in the brand names vis-a-vis the current linguistic naming conventions.

The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents

Abstract: This research aims to investigate the impact of brand page characteristics (i.e., interactivity, content quality) on customer engagement. Additionally, this research also examines the moderating effects of brand community involvement and comedy production content. This research framework is developed from the S–O–R framework and literature of customer engagement. The sample of 281 valid respondents who followed brand pages on Facebook is obtained. Partial least square and ANOVA are used to analyze the empirical data. The findings reveal that brand page interactivity and content quality have positive influences on customers’ affection and cognitive processing, which positively influence actual behavior. Additionally, the moderating effects of brand community involvement and comedy production content are investigated. Based on the results, both theoretical and practical implications are suggested to improve online brand management.

Exploring brand management strategies in Chinese manufacturing industry

Abstract: The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts.

Branding destinations: symbolic and narrative representations and co-branding

Abstract: This article explores the presence of symbolic and narrative representations on destination websites, and the explicit presence of co-branding in the form of partner logos. In contrast to previous research that tends to focus on case studies, this article adopts a survey approach. The study undertakes a content analysis of the websites of the 82 destinations identified on the VisitBritain website, including cities, regions, towns, villages and islands. On these websites, there is strong evidence of symbolic branding in the form of logos. However, less than half have a clear brand narrative in the form of a slogan. In addition, less than half exhibit some form of explicit co-branding, and where co-branding is evident, it is often limited to development agencies of the city or county council. Furthermore, most villages, towns and small islands lack a brand narrative and do not engage in co-branding. Accordingly, whilst destinations do have a website and a logo, there is a deficit with regard to brand narratives and co-branding.

The influence of passion/determination and external disadvantage on consumer responses to brand biographies

Abstract: To elicit positive consumer responses, many brands use underdog brand biographies in their brand communication strategies. Underdog brand biographies highlight a brand’s passion and determination in overcoming the external disadvantages the brand initially faced. This article examines to what extent consumers’ perceptions of passion/determination and external disadvantage reflected in an underdog brand biography independently influence narrative transportation, post-message engagement, and purchase intentions. Based on a study involving experimental manipulations of underdog and top dog brand biographies, this research contributes to the brand biography literature by demonstrating that passion/determination and external disadvantage have differential effects on narrative transportation, post-message engagement, and purchase intentions. It is also the first to empirically test the sequential mediating roles of narrative transportation and post-message engagement. For managerial practice, this research suggests that underdog brand biographies should emphasize the brand’s passion and determination and highlights the importance of post-message engagement in terms of information seeking, post-message elaboration, and social sharing in increasing purchase intentions.

My brand identity lies in the brand name: personified suggestive brand names

Abstract: This research introduces personified suggestive brand names, the degree to which a brand name (1) defines a potential user of the brand or (2) portrays personal characteristics that are used by the consumer to anthropomorphize the brand. Results of four experiments show that consumers are more likely to form brand relationships and more favorable brand evaluations toward more (e.g., Smart), compared to less (e.g., Technical), personified suggestive brand names, because (1) they form a self-brand name connection with these brand names to present themselves to others and (2) they humanize the brand via these brand names. Additionally, personified suggestive brand names lead to self-brand name connections that result in brand anthropomorphism, which leads to favorable branding outcomes, particularly among Relational Interdependent Self-construal consumers, who are more likely to incorporate their relationships on their self-definitions.

A multilevel study of brand-specific transformational leadership: employee and customer effects

Abstract: In this study, we examine the effects of brand-specific transformational leadership (TFL) on the brand-related attitudes and behaviors of employees and customers. We test relationships between brand-specific TFL and employees’ brand commitment and brand citizenship behavior and then the resulting effects on customer citizenship behavior and customer-based brand equity. Data from 18 international tourist hotels in Taiwan, including 136 supervisors, 268 employees and 221 customers, were analyzed using hierarchical linear modeling to investigate the multilevel relationships. Support is found for all hypotheses. The findings advance understanding of brand-specific TFL and the effects this leadership style can have on the brand-related attitudes and behaviors of both employees and customers.

The personal influence of Instagram bloggers on consumer–brand interactions: brands as tribal artifacts

Abstract: Popular press reports that some bloggers active on Instagram are attracting a large number of followers and strongly shaping their brand-related perceptions. Academic examination of the nature and extent of influence of Instagram bloggers (IBs) on consumers’ brand-related perceptions is yet to occur. In response, the article reports findings from three studies that examined the personal influence of IBs. The first study derived a grounded framework, hypotheses and measurement scales from focus group data. The second study used survey data to test the structural coherence of the grounded framework, and the reliability and validity of newly developed measurement scales, and produced a purified theoretical model. Finally, a third study surveyed Instagram users for the purpose of validating the purified theoretical model. Findings yield a new framework and scales for assessing IBs influence on brand-perceptions and consumer–brand relationships. The research finds that IBs are tribal leaders anointed by their followers on the medium; they curate brands for their followers’ consumption, and endow the status of tribal artifacts to brands.

A sociolinguistic perspective of the effects of packaging in bilingual markets

Abstract: Packaging is an important element of brand management. For a large swath of the bilingual non-Western world, it is important to consider the effects of English versus local language on packaging evaluation. This study draws on the sociolinguistic theory of the Markedness Model to explain what underpins the effects. First, pretests identified suitable Western and local brands, the expected language for the brands, and attributes associated with English and with Urdu (the local language of Pakistan, this study’s context). A mall-intercept survey (n = 209) found that Urdu (English) was strongly related to sense-of-belonging (modernity). For the Western brand in Urdu packaging, sense-of-belonging mediated the effects of language on packaging evaluation because Urdu was unexpected for the Western brand. Similarly, for the local brand in English (the unexpected language) packaging, modernity had strong mediating effects. Also, consumer ethnocentrism moderated the effects by accentuating the effects of sense-of-belonging and attenuating the effects of modernity. Collectively, the results point to the interactions of country-of-origin (COO) and language on packaging evaluation and call into question COO studies that derive findings from ‘made in country-x’ cues. Cue language may bias the reported COO effects depending on whether the language is expected or unexpected for a particular country.

Counterfeit luxury consumption strategies in a collectivistic culture: the case of China

Abstract: The purpose of this qualitative study is to understand the risk-reducing strategies used by Chinese consumers in a collectivistic culture to balance the psychological dichotomy they face when consuming counterfeit luxury products to construct their social identities. Consumers, on the one hand, are tempted to buy counterfeit luxury products due to their remarkable price advantages, while on the other hand they are reluctant to use these products given the fear of being socially caught out. This dissonance intensifies in a collectivistic culture, where the concept of social face is important. The study involved reviewing a large volume of literature on the research of non-deceptive counterfeit luxury consumption, based on which 26 semi-structured in-depth interviews among Chinese consumers were conducted to explore strategies used by consumers to construct their social identity through using counterfeit luxury products. In addition, the ways they select and use these products to avoid being caught out in order to maintain their constructed social identity were investigated. The data were analyzed by adopting (Mitchell in Manag Decis 30(3):26–31, 1992) risk reduction framework, and the findings illustrate the different strategies taking place through two separate consumption phases: pre-purchase and post-purchase. This research offers new insights into non-deceptive counterfeit consumption by introducing perceived risk and risk-reducing strategies.

Revisiting the Brand Luxury Index: new empirical evidence and future directions

Abstract: Studies increasingly question the robustness of luxury marketing’s most prominent scale, Vigneron and Johnson’s (J Brand Manag 11(6):484–506, 2004) Brand Luxury Index (BLI). However, these studies’ isolated and occasionally obscure nature has kept this issue outside marketing’s mainstream. Given the contextual/methodological differences between these studies, calls to evaluate the BLI further, and the importance of ascertaining this instrument’s robustness, this research is the first to systematically address the issue and provide more conclusive evidence of BLI performance. This paper comprises four studies with US students, Chinese students, US consumers, and pooled data. Results consistently indicate that the BLI is factorially unstable. On average, only 30% of its items operate adequately. The present results confirm growing BLI concerns. We conclude that luxury brand dimensionality remains unresolved. Luxury marketing still requires valid, reliable, and generalizable luxury brand taxonomies/scales to further advance. This area offers ample research opportunities. We examine alternative ways to develop future luxury brand scales and offer recommendations for research in this area.