How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper

Hannele Kauppinen-Räisänen, Peter Björk, Alexandra Lönnström, Marie-Nathalie Jauffret

Research output: Contribution to journalArticleScientificpeer-review

24 Citations (Scopus)

Abstract

This study theorizes and tests the effects of consumers' personality and social traits on preferences for brand prominence, and it explores the mediating effects of gender and culture. It focuses on how consumers' need for uniqueness and self-monitoring affects their choices between luxury brands that shout (are loud) versus those that whisper (are discreet), that is, the degree of brand prominence. This study uses a quantitative methodology to study 215 young consumers from Finland, Italy, and France. The findings show that most consumers in the sample were connoisseur consumers who prefer luxury brands that whisper. Social norms affect luxury brand choices; the Finns were found to prefer discreet visible markings on products more than the French and the Italians did. Finally, more men than women were found to link luxury brands to self-expression and self-presentation; this has marketing implications in terms of segmentation and brand management.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Volume84
Issue numberMarch
Pages (from-to)72-81
Number of pages10
ISSN0148-2963
DOIs
Publication statusPublished - 2018
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Customers and Relations
  • Brand prominence
  • Luxury brands

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