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

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

70 Citeringar (Scopus)

Sammanfattning

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.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Business Research
Volym84
UtgåvaMarch
Sidor (från-till)72-81
Antal sidor10
ISSN0148-2963
DOI
StatusPublicerad - 2018
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi
  • Customers and Relations

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