ARROGANCE OR PRESTIGE? WHEN PRIDE MEETS ENVY IN LUXURY MARKETING

Billy Sung,Ian Phau 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Luxury brands are explicitly marketed to appear rare, exclusive, prestigious, and authentic (Phau & Prendergast, 2000; Turunen & Laaksonen, 2011; Tynan, McKechnie, & Chhuon, 2010). The glamour and distinction that these brands generate appeal to consumers’ desire to signal their accomplishments, success, or social superiority (Mandel, Petrova, & Cialdini, 2006; McFerran, Aquino, & Tracy, 2014). It is, therefore, unsurprising that the marketing communication of many luxury brands explicitly portray images of successful, sophisticated, and confident people expressing their social superiority. However, the empirical evidence supporting the effectiveness of such portrayal in luxury communication is scant. Only a pilot study showed that exposure to a story of a similar successful other may increase desire for luxury goods (Mandel et al., 2006). In the present research, we propose that envy is a key determinant of how consumers perceive display of pride and social superiority. Our findings from two studies showed that benign (malicious) envy predisposes consumers to perceive portrayal of social superiority on luxury marketing communication to be an expression of authentic (hubristic) pride. This relationship between benign (malicious) envy and authentic (hubristic) pride enhances (reduces) the luxury perception and positive brand attitude toward the luxury brand in the advertisement. These findings were replicated in a correlational study on genuine advertisements (Study 1) and an experiment that successfully manipulated consumers’ experience of benign envy (Study 2). Separate studies have recently shown that experience of benign envy can increase consumers’ willingness to pay toward the envied product (Van de Ven et al., 2011) and that the experience of authentic pride increases luxury consumption (McFerran et al., 2014). However, no existing research has explored the complementary effect of envy and pride on consumers’ response toward luxury marketing communication. The current research is therefore the first to demonstrate the differential effect of benign and malicious envy on: (1) consumers’ interpretation of social superiority as an expression of authentic and hubristic pride; (2) consumers’ response toward the portrayal of social superiority in luxury marketing; and (3) how portrayal of social superiority enhances or reduces luxury perception and brand attitude of a luxury brand. These findings also provide insights into the complementary relationship between envy and pride in consumer psychology. Lange and Crusius (2015) suggested that other’s authentic and hubristic pride expression may evoke the experience of benign and malicious envy, respectively. The current research, however, shows that the Luxury brands are explicitly marketed to appear rare, exclusive, prestigious, and authentic (Phau & Prendergast, 2000; Turunen & Laaksonen, 2011; Tynan, McKechnie, & Chhuon, 2010). The glamour and distinction that these brands generate appeal to consumers’ desire to signal their accomplishments, success, or social superiority (Mandel, Petrova, & Cialdini, 2006; McFerran, Aquino, & Tracy, 2014). It is, therefore, unsurprising that the marketing communication of many luxury brands explicitly portray images of successful, sophisticated, and confident people expressing their social superiority. However, the empirical evidence supporting the effectiveness of such portrayal in luxury communication is scant. Only a pilot study showed that exposure to a story of a similar successful other may increase desire for luxury goods (Mandel et al., 2006). In the present research, we propose that envy is a key determinant of how consumers perceive display of pride and social superiority. Our findings from two studies showed that benign (malicious) envy predisposes consumers to perceive portrayal of social superiority on luxury marketing communication to be an expression of authentic (hubristic) pride. This relationship between benign (malicious) envy and authentic (hubristic) pride enhances (reduces) the luxury perception and positive brand attitude toward the luxury brand in the advertisement. These findings were replicated in a correlational study on genuine advertisements (Study 1) and an experiment that successfully manipulated consumers’ experience of benign envy (Study 2). Separate studies have recently shown that experience of benign envy can increase consumers’ willingness to pay toward the envied product (Van de Ven et al., 2011) and that the experience of authentic pride increases luxury consumption (McFerran et al., 2014). However, no existing research has explored the complementary effect of envy and pride on consumers’ response toward luxury marketing communication. The current research is therefore the first to demonstrate the differential effect of benign and malicious envy on: (1) consumers’ interpretation of social superiority as an expression of authentic and hubristic pride; (2) consumers’ response toward the portrayal of social superiority in luxury marketing; and (3) how portrayal of social superiority enhances or reduces luxury perception and brand attitude of a luxury brand. These findings also provide insights into the complementary relationship between envy and pride in consumer psychology. Lange and Crusius (2015) suggested that other’s authentic and hubristic pride expression may evoke the experience of benign and malicious envy, respectively. The current research, however, shows that the

A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases

Ian Phau,Min Teah,,Aaron Lim,Ryan Ho 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.3

This study investigates the role of consumers’ need for uniqueness and fashion innovativeness when purchasing a male underwear brand. Data were collected from male participants through an intercept method in malls, public arenas and university campuses in Western Australia. A total of 388 usable questionnaires were returned. Data were analysed using factor analysis, multiple regression analysis and mediation analysis. It was found that male consumers’ need for uniqueness is a uni-dimensional concept in the context of male underwear. Emotional value had the strongest and most significant effect on purchase intentions. Brand perceptions were found to have no effect on innovative consumers’ purchase intention toward an underwear brand. This article adds knowledge in the area of marketing of male underwear and gives managers an understanding of the impact of uniqueness with respect to purchase intention toward a male underwear brand. Most studies on the consumer’s need for uniqueness and consumer innovativeness have focused on public fashion apparel; this study, meanwhile, focuses on private, intimate products.

消費者對獨特和身빈消費的需要對高級定制奢侈品牌的作用

( Chelsey Latter ),( Ian Phau ),( Chris Marchegiani ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.4

A vast body of knowledge exists regarding the attitudes involved in the consumption of luxury brands. The purchase of products for their symbolic and social value rather than for their inherent utility is now widely recognised as a significant determinant of consumer behaviour (Mason, 1992). With changes in industry trends, gaps in knowledge are created. Thus, it is important to examine luxury brands in relation to uniqueness. Moreover, whether consumers need for uniqueness is in fact a need for status in this younger emerging market (Clark, Zboja, and Goldsmith, 2007). The Australian Generation Y market is a dynamic and extremely competitive environment (Phau and Leng 2008). It encompasses 26% of the adult population (Khoo and Conisbee 2008) with the benefit of offering a market segment open to generalisations. Thanks to a decrease in the affordability of the housing market the average disposable income has increased and as a result Generation Y has enormous spending potential. In 2015 Generation Y will have the largest share of the consumer market and is set to dominate retail trade (Khoo and Conisbee, 2008). However, limited research has been conducted using the Australian Generation Y market in regards to their attitudes towards uniqueness and luxury brands. According to Phau and Cheong (2009) consumers between the ages of 30-50 years have been the prime market for luxury goods. The importance of adult consumers has been explored in depth, but there has been less attention given to the emergence of symbolic consumption in young people. This study examines the causal relationships among consumers` need for uniqueness, brand perceptions (brand judgements and emotional value), and purchase intentions of an haute couture luxury apparel brand and it`s ready to wear range among Australian Generation Y status and non-status consumers. This research will allow further examination of how Australian Generation Y consumers` need for uniqueness influences product acquisition behaviour concluding with how marketers and practitioners could use this to effectively target this young consumer market. Haute Couture is the prestigious front for French creative fashion (recently a number of fashion houses outside Paris have been afforded membership) and original design and refers to "wildly expensive garments made to measure for an elite cadre of the world`s ultra rich…where designers unleash their creativity, using the finest materials and techniques" (Barchfield July 15, 2009, 3) Haute couture creates the illusion through brand association that accessories, (bags, scarf`s, sunglasses etc.) are as exclusive as the couture products at the premium end of the range. Couture generates high levels of publicity, which funnel down into sales in the ready to wear and mass production stages (Catry, 2003). A self-administered pen and paper questionnaire was developed for the study, which utilised a non-probability convenience sample of Australian Generation Y consumers. The survey instrument took approximately 10 minutes to complete and used existing scales with strong reliabilities to measure the five main constructs on a seven-point scale ranging from "strongly disagree" to "strongly agree". Data was collected from students studying in a large Metropolitan University in Western Australia. A total of 259 usable questionnaires were analysed. Data analysis was conducted using factor analysis and multiple and step-wise regression analysis. It was found that consumers` need for uniqueness has three dimensions, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity, in the concept of a hatue couture brand. The effect of consumers` need for uniqueness, status consumption and brand perceptions was tested in relation to purchase intentions. It was found that brand judgements had the strongest most significant effect on purchase intentions. The three dimensions of consumers` need for uniqueness, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity were found to have differing relationships with purchase intentions. Only creative choice counter-conformity was found to have a significant relationship with purchase intentions through brand perceptions. The paper adds knowledge to the field of consumers` need for uniqueness and status consumption and provides an insight into Australian Generation Y consumers` purchasing intentions toward an haute couture luxury apparel brand and offers a number of significant contributions. Theoretically, it introduces theoretical underpinnings from branding, psychology and consumer behaviour to develop a framework in which to examine insights from existing fashion literature in a new light. This study focuses on Australian Generation Y consumers` purchase intentions of a luxury apparel brand and it is subsequently found that deviations exist between Australian Generation Y consumers and Generation Y consumers previously studied (Northern Asia and the United States) (O`Cass and Choy, 2008; Park, Rabolt, and Jeon, 2008; Knight and Kim, 2007). Furthermore, only creative choice counter-conformity is found to be a significant predictor of purchase intentions of luxury apparel. This proposes a new way of thought in regards to uniqueness seeking consumers` attitudes towards products with an exclusive and customisation approach, illustrating that consumers` place a level of sameness with a well-recognised luxury brand regardless of the exclusive, one-of-a-kind designs the premium end of the brand portrays. Managerially, the study supports the belief that exposure to a recognised luxury apparel brand can prompt brand judgements and emotional responses in status seeking consumers. This can be seen throughout hypothesis 2 in the significant difference in the results of status seeking consumers` as compared to that of uniqueness seeking consumers. Although the findings of this research are market specific, they have important implications for general fashion consumption research. This research demonstrated the value of the consumers` need for uniqueness and the status consumption scales in explaining fashion adoption behavior especially pertaining to luxury apparel.

THE FEAR OF MISSING OUT

Wesley Lim,Ian Phau,Isaac Cheah,Min Teah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This paper seeks to conceptualize the phenomenon known as the “Fear of Missing Out” by developing and validating a measurement scale – “Fear of Missing Out” (FOMO-SCALE) to be used in a marketing context. It will also further explore various antecedents that may impact on FOMO. The study suggests an alternative approach towards the conceptualization of FOMO by defining it as a personality trait as opposed to an outcome of a behavior.

CO-BRANDING FOR PROTOTYPICAL LUXURY BRANDS: CONCEPTUALISATION AND HYPOTHESES DEVELOPMENT

Aaron Lim,Ian Phau 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This paper examines the phenomenon of co-branding in the context of luxury lifestyle co-brands. Specifically, it seeks to understand the viability of co-branding as a market strategy for prototypical luxury brands launching co-branded lifestyle products with other luxury brands. This study contributes to the co-branding literature by providing a perspective on the use of co-branding as a brand strategy for prototypical luxury brands.

The Roles of Consumers Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands

Chelsey Latter,Ian Phau,Chris Marchegiani 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.4

A vast body of knowledge exists regarding the attitudes involved in the consumption of luxury brands. The purchase of products for their symbolic and social value rather than for their inherent utility is now widely recognised as a significant determinant of consumer behaviour (Mason, 1992). With changes in industry trends, gaps in knowledge are created. Thus, it is important to examine luxury brands in relation to uniqueness. Moreover, whether consumers need for uniqueness is in fact a need for status in this younger emerging market (Clark, Zboja, and Goldsmith, 2007). The Australian Generation Y market is a dynamic and extremely competitive environment (Phau and Leng 2008). It encompasses 26% of the adult population (Khoo and Conisbee 2008) with the benefit of offering a market segment open to generalisations. Thanks to a decrease in the affordability of the housing market the average disposable income has increased and as a result Generation Y has enormous spending potential. In 2015 Generation Y will have the largest share of the consumer market and is set to dominate retail trade (Khoo and Conisbee, 2008). However, limited research has been conducted using the Australian Generation Y market in regards to their attitudes towards uniqueness and luxury brands. According to Phau and Cheong (2009) consumers between the ages of 30-50 years have been the prime market for luxury goods. The importance of adult consumers has been explored in depth, but there has been less attention given to the emergence of symbolic consumption in young people. This study examines the causal relationships among consumers'need for uniqueness, brand perceptions (brand judgements and emotional value), and purchase intentions of an haute couture luxury apparel brand and it's ready to wear range among Australian Generation Y status and non-status consumers. This research will allow further examination of how Australian Generation Y consumers' need for uniqueness influences product acquisition behaviour concluding with how marketers and practitioners could use this to effectively target this young con-sumer market. Haute Couture is the prestigious front for French creative fashion (recently a number of fashion houses outside Paris have been afforded membership) and original design and refers to "wildly expensive garments made to measure for an elite cadre of the world's ultra rich…where designers unleash their creativity, using the finest materials and techniques" (Barchfield July 15, 2009, 3) Haute couture creates the illusion through brand association that accessories, (bags, scarf's, sunglasses etc.) are as exclusive as the couture products at the premium end of the range. Couture generates high levels of publicity, which funnel down into sales in the ready to wear and mass production stages (Catry, 2003). A self-administered pen and paper questionnaire was developed for the study, which utilised a non-probability convenience sample of Australian Generation Y consumers. The survey instrument took approximately 10 minutes to complete and used existing scales with strong reliabilities to measure the five main constructs on a seven-point scale ranging from "strongly disagree" to "strongly agree". Data was collected from students studying in a large Metropolitan University in Western Australia. A total of 259 usable questionnaires were analysed. Data analysis was conducted using factor analysis and multiple and step-wise regression analysis. It was found that consumers' need for uniqueness has three dimensions, creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity, in the concept of a hatue couture brand. The effect of consumers' need for uniqueness, status consumption and brand perceptions was tested in relation to purchase intentions.

MODELLING VAVILOVIAN MIMICRY OF LUXURY BRANDS

Min Teah,Ian Phau 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The notion of brand mimicry is not a new one. Drawing its roots from Darwin’s theory of evolution, Bate (1862, 502) described mimicry as a visible “resemblance in external appearance, shapes and colours between members of widely distinct families”. Further development of the theory led it to the concept of natural selection and the survival of the fittest. In order to survive, many organisms in nature employ mimicry (Vane-Wright, 1976). This strategy is similarly reflected in marketing (Kapfarer, 1995; Shenkar, 2010; 2012) and has been deemed as a form of “imitative innovation” (Levitt, 1966). Based on the accounts of the rampant copying in the industry, there is evidence that there are observed parallels between the types of mimicry identified in the discipline of biological and natural sciences and mimicry in marketing. However, there is still very little that is known within this area at present. In addition, based on the review of the key classification studies within the discipline of biological and natural sciences (Vane-wright, 1976; 1980; Pasteur, 1982), Vavilovian mimicry was identified. Vavilovian mimicry was found to convey a close resemblance to mimicry in marketing. Therefore, the development of a scale serves as a foundation to conceptualize the theory of mimicry further into the luxury-branding context within marketing. Mimicryis defined as the visible “resemblance in external appearance, shapes and colours between members of widely distinct families” (Bates, 1865, 502). There are three key roles in the system of mimicry, which are namely the model, the mimic and the signal receiver (dupe/operator) (Pasteur, 1982; Vane-Wright, 1976). The mimic, is the imitating organism that can be any species of organism produces a mimetic signal; the model, is the entity that is being imitated; and the signal receiver or operator (Vane-Wright, 1976), or sometimes termed as the dupe is the organism that is duped to believe similarities between the mimic and the model. Vavilovian mimicry in nature Vavilovian mimicry is classified as a form of crop mimicry (Pasteur, 1982; Barrett, 1983) that involves weeds, such as rye (Secale) that mimicked the first crops of man (dupe) through their evolution in the wheat (model) fields (Williamson, 1982). Subjected to the methods of man to gather and separate weed from wheat, rye have developed seeds and seed dispersal mechanisms that mimicked those of wheat (Williamson, 1982). Through such means, rye has forcefully made its way into being accepted by man and to compete with wheat in the fields. Based on Vavilov’s (1951) explanation, he calls the cereals (e.g. rye, domestic oats, rye, etc.) that originated from mimetic weeds as secondary crops. This form of mimicry is the result of unintentional selection by human beings due to the close similarities between the mimic and the model (Barrett, 1983). Therefore the mimic can evade eradication as a result (Vane-Wright, 1976). Vavilovian mimicry in marketing There are a number of parallels found within marketing that can serve to explain Vavilovian mimicry. One of the brands that employed the Vavilovian mimicry strategy lies within the beverage sector and is none other than Nudie Juice. Nudie Juice (mimic) started in 2002 by employing similar strategies to that of Innocent Juice (model) from the UK (Diagram 2). Nudie Juice has drawn many similarities from Innocent Juice such as the brand character (a small child like character), the packaging, and the concept of offering “premium fruit juice”. While many critics and consumers have suggested high level of similarities between the two brands (Ho, 2005), the founder Tim Pethick argued that they are not the same. It was suggested he initially drew inspiration from Innocent Juice but has evolved the brand from being similar to “something different” (Ho, 2005). After more than a decade in the Australian market, the Nudie brand has evolved from juice to beyond just another juice brand to differentiate from Innocent Juice. Therefore, based on the above examples, Vavilovian brand mimicry is when the mimic deceives or possibly confuses the signal receiver through symbolic and functional similarities, but as a result evades prosecution. Subsequently, it evolves, innovates and establishes itself away from the model brand over time and becomes an independent brand. They are often moderately similar mimics or so called imitative innovations. Method and Results Two studies were designed to develop the Vavilovian mimicry scale. All the studies were based on an experimental approach and were conducted in a classroom style setting using a homogenous sample aged between 18 to 35. Study One The purpose of Study One was to explore the concept of Vavilovian mimicry. In line with the scale development outlined by DeVellis (2003), it is important that existing theory should be reviewed and consulted prior to developing the scale. This study will closely follow the procedures set out by DeVellis (2003), Churchill (1979) and Li, Edwards and Lee (2002) using three methods to generate potential scale items which are 1) a thorough literature review, 2) thesaurus searches, and 3) expert surveys. Through the three techniques, an initial pool of 55 items was identified. The pool of items that was initially generated for Vavilovian mimicry scale was tested using a series of stimuli of real life brands befitting the concept of Vavilovian mimicry within the luxury branding industry (e.g. Lacoste vs. Crocodile, Rolls Royce vs, Geely). The product stimuli were pre-tested on a group of judges to ensure that the concept of Vavilovian mimicry is accurately measured. The stimuli were kept constant in the number of pairs of brands, and the duration to the stimuli that the subjects are exposed was all controlled for in the experiments. The first set of scales developed for Vavilovian mimicry was administered to a sample size of 195 respondents. Students were used as it has been indicated in past studies that students are appropriate subjects for scale development as they serve as surrogate consumers (Yavas, 1994). The data is checked for missing values and responses that are either incomplete or inappropriately completed are removed. Hence, only 177 useable responses were retained. Results of EFA As the study intended to develop scales to measure Vavilovian mimicry, the initial pool of items were cleaned to reveal five factors that seem to qualify as potential items for use. Items with double or triple loadings and that show factor loadings below .3 were eliminated. The items in the other unexpected factors were examined and items that were found to have little relevance to the study were removed. From the 55 items that were factor analyzed, 23 items remained within that is used to measure Vavilovian mimicry (α = .947; KMO and Bartlett’s test =.000; .808). From the factor analysis, the inconsistent items were also removed based on the co-efficient alphas (Nunnally, 1978). The initial Cronbach’s alphas for the factors were above .7, suggesting that the initial scales are still considerably long. As such, the next stage will be to optimize the scale length and to purify the data. Study Two This stage was performed to examine the dimensions of the scales in Study One, and to further purify the items. Churchill (1979) suggested that the scale purification step is to examine the dimensionality of the items. Confirmatory factor analysis (CFA) has been used to reduce scales by identifying the items that needs to be trimmed from the scale, which assists by confirming the scale in its final form (Netemeyer, Bearden & Sharma, 2003) using AMOS 19. A new survey instrument is produced consisting of the 23-item Vavilovian mimicry items, as well as the demographics collected in Study One. Respondents were exposed to only stimulus (pair of brands) that is tested to show Vavilovian mimicry and asked to respond to a self-administered survey. The respondents are students who fall between 18 to 35 years of age. Useable responses for this study was 206. Results of CFA Prior to completing the measurement model, the congeneric model for each of the factors within the Vavilovian mimicry scale is tested to ensure model fit before testing it as a measurement model. CFA further refined the scales resulting in three dimensions, which are namely symbolic characteristics, physical characteristics and beneficial characteristics. Symbolic (Chi-Square =9.390, Degrees of Freedom = 8, Probability level = .310, RMSEA = .029, RMR = .033, AGFI = .956, CFI = .998) and physical characteristics (Chi-Square =12.571, Degrees of Freedom = 11, Probability level = .322, RMSEA = .026, RMR = .029, AGFI = .954, CFI = .998) dimensions resulted in seven items each and beneficial characteristics (Chi-Square =3.203, Degrees of Freedom = 2, Probability level = .202, RMSEA = .054, RMR = .018, AGFI = .954, CFI = .997) resulted in five items. According Raubenheimer (2004), multi-dimensional scales should have a minimum of three items to load significantly on each factor in order to be successfully identified. Based on the congeneric models for the three dimensions of Vavilovian mimicry, it is shown by the results to achieve acceptable measures (Hu and Bentler, 1999). These three factors are then being used in the measurement model to ensure that the three dimensions of the scale are of acceptable measures. In the next step of the measurement procedure, the three-factor structure was tested using CFA (Kelloway, 1998). Based on the measurement model (Figure 1), model identification was achieved with the 15 items and the model fit statistics are found to be of acceptable range and can be used for further analysis (Hu and Bentler, 1999) Chi-Square =104.183, Degrees of Freedom = 83, Probability level = .058, RMSEA = .035, RMR = .063, AGFI = .914, CFI = .989).These 15 items have indicated a good model fit within three dimensions. The scale items were validated using predictive, nomological, convergent and discriminant validity tests. The paper is one of the first (at the time of the study) to develop a scale to measure Vavilovian mimicry. The final 15 items for the scale fills an important gap in the literature as it conceptualizes and measures a specific type of mimicry that is abundant in the marketplace. At present, studies have yet to extend the established theory of mimicry from the discipline of biology and natural sciences. In addition, the scale allows the model brand managers, mimic brand managers and policy makers to better identify the type of mimicry that are in question. In addition, rather than only addressing mimicry from the luxury brand owners’ perspective, the Vavilovian mimicry scale allows mimic brand managers to understand if Vavilovian mimicry is an effective innovation strategy to deploy. Typically, policy makers have often struggled in copyright laws and identifying different types of infringement in the marketplace, especially when understanding consumer confusion in relation to brand “copycats”. This Vavilovian mimicry scale can be used to measure and identify mimics more effectively and therefore to have better strategies in either educating consumers or to formulate policies and strategies. This study provides insights into means to address competition from mimic brands especially in countries such as China. However, at present the scale is currently still under development and requires further validation and generalization. Future studies will need to measure construct, criterion, discriminant and convergent validity. Furthermore, the scale warrants generalizability across specific product luxury product categories such as cars, jewellery, clothing and so on. In addition, the scale will need to be tested in relation to other constructs such as brand familiarity, consumer perceptions and evaluations in order to understand the true extend and influence of brand mimicry. Lastly, this study attempts to bridge the gap in the literature and pave the foundation to better understanding of brand mimicry.

CONCEPTUALIZING ‘COUNTRY-OF-INGREDIENT-AUTHENTICITY’ OF LUXURY BRANDS

Zahirah Zainol,Ian Phau,Isaac Cheah,Michael Lwin 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The study investigates the influence of “country of ingredient authenticity” towards product and brand evaluations of luxury brands and ultimately how these constructs influence the willingness to buy and recommend luxury brands.

BRANDING INGREDIENT AUTHENTICITY IN LUXURY KOREAN COSMETICS PACKAGING: THE CASE OF GINSENG AND SNAIL MUCUS COSMETICS

Sean Lee,Ian Phau,Vanessa Quintal 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The success of luxury Korean cosmetic products has caught the attention of researchers around the world. Products using authentic ginseng and snail mucus are seeing unprecedented growth in recent years. The current study will explore the effects country image and authenticity of packaging have on consumer attitude and behavioural intention.

BRAND PROMINENCE AND STATUS IN LUXURY CONSUMPTION

Luke Butcher,Ian Phau 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

This study sets out to examine how status consumption and prominence of brand markings influence consumer’s desire to purchase luxury fashion goods. Significant findings include emotional value’s powerful influence over purchase intention of luxury goods, and the empirical differences observed between two levels of brand prominence.