IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v71y2017icp102-113.html
   My bibliography  Save this article

Values associated with luxury brand consumption and the role of gender

Author

Listed:
  • Roux, Elyette
  • Tafani, Eric
  • Vigneron, Franck

Abstract

We investigate the role of gender in the perceptions of and motives for luxury brand consumption. Based on the social structural theory of gender, we propose that differences in men's and women's luxury values result from asymmetries in social status. We conduct three studies with samples of frequent luxury brand buyers. Study 1 (N=512) generates main values associated with luxury brand consumption. Study 2 (N=640) identifies a four-factor model of luxury brand values, including refinement, heritage, exclusivity, and elitism, and shows that women give more importance to refinement, while men give more importance to exclusivity and elitism. Study 3 (N=1024) demonstrates that public self-consciousness has a stronger positive influence on refinement for women rather than men. In contrast, consumer need for uniqueness and status consumption exert respectively a stronger positive influence on exclusivity and elitism for men rather than women.

Suggested Citation

  • Roux, Elyette & Tafani, Eric & Vigneron, Franck, 2017. "Values associated with luxury brand consumption and the role of gender," Journal of Business Research, Elsevier, vol. 71(C), pages 102-113.
    • Handle: RePEc:eee:jbrese:v:71:y:2017:i:c:p:102-113
    DOI: 10.1016/j.jbusres.2016.10.012
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829631630604X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.10.012?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wilfred Amaldoss & Sanjay Jain, 2008. "—Trading Up: A Strategic Analysis of Reference Group Effects," Marketing Science, INFORMS, vol. 27(5), pages 932-942, 09-10.
    2. Nadine Hennigs & Klaus-Peter Wiedmann & Steffen Schmidt & Sascha Langner & Thomas Wüstefeld, 2013. "Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength," Springer Books, in: Klaus-Peter Wiedmann & Nadine Hennigs (ed.), Luxury Marketing, edition 127, chapter 19, pages 341-357, Springer.
    3. Cindy Chan & Jonah Berger & Leaf Van Boven, 2012. "Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 561-573.
    4. Yajin Wang & Vladas Griskevicius, 2014. "Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 834-854.
    5. O'Cass, Aron & Siahtiri, Vida, 2013. "In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 505-515.
    6. Kemp, Simon, 1998. "Perceiving luxury and necessity," Journal of Economic Psychology, Elsevier, vol. 19(5), pages 591-606, October.
    7. Netemeyer, Richard G & Burton, Scot & Lichtenstein, Donald R, 1995. "Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 612-626, March.
    8. Deaton,Angus & Muellbauer,John, 1980. "Economics and Consumer Behavior," Cambridge Books, Cambridge University Press, number 9780521296762, September.
    9. Nadine Hennigs & Klaus-Peter Wiedmann & Christiane Klarmann & Suzane Strehlau & Bruno Godey & Daniele Pederzoli & Agnes Neulinger & Kartik Dave & Gaetano Aiello & Raffaele Donvito & Koyama Taro & Jank, 2012. "What is the value of luxury? A cross-cultural consumer perspective," Post-Print hal-00779336, HAL.
    10. Beverland, Michael, 2006. "The 'real thing': Branding authenticity in the luxury wine trade," Journal of Business Research, Elsevier, vol. 59(2), pages 251-258, February.
    11. Schade, Michael & Hegner, Sabrina & Horstmann, Florian & Brinkmann, Nora, 2016. "The impact of attitude functions on luxury brand consumption: An age-based group comparison," Journal of Business Research, Elsevier, vol. 69(1), pages 314-322.
    12. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    13. H. Leibenstein, 1950. "Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 64(2), pages 183-207.
    14. Shukla, Paurav & Purani, Keyoor, 2012. "Comparing the importance of luxury value perceptions in cross-national contexts," Journal of Business Research, Elsevier, vol. 65(10), pages 1417-1424.
    15. Virginie de Barnier & Sandrine Falcy & Pierre Valette-Florence, 2012. "Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands," Post-Print halshs-00786023, HAL.
    16. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
    17. Bernard Dubois & Sandor Czellar & Gilles Laurent, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Marketing Letters, Springer, vol. 16(2), pages 115-128, April.
    18. Bruno Godey & Daniele Pederzoli & Gaetano Aiello & Raffaele Donvito & Klaus-Peter Wiedmann & Nadine Hennigs, 2013. "A cross-cultural exploratory content analysis of the perception of luxury from six countries," Post-Print hal-00956659, HAL.
    19. Sandor Czellar & Gilles Laurent & Bernard Dubois, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Post-Print hal-00458399, HAL.
    20. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    21. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    22. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    23. Peterson, Robert A, 2001. "On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 450-461, December.
    24. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    25. Holt, Douglas B, 1998. "Does Cultural Capital Structure American Consumption?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 1-25, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    2. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    4. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    5. Stathopoulou, Anastasia & Balabanis, George, 2019. "The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption," Journal of Business Research, Elsevier, vol. 102(C), pages 298-312.
    6. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2018. "The impact of brand penetration and awareness on luxury brand desirability:," Journal of Business Research, Elsevier, vol. 83(C), pages 38-50.
    7. Bachmann, Frank & Walsh, Gianfranco & Hammes, Eva K., 2019. "Consumer perceptions of luxury brands: An owner-based perspective," European Management Journal, Elsevier, vol. 37(3), pages 287-298.
    8. Amélia Maria Pinto Cunha Brandão & Hugo Eduardo Magalhães Barbedo, 2023. "Going (in)conspicuous: antecedents and moderators of luxury consumption," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 202-218, June.
    9. Kauppinen-Räisänen, Hannele & Björk, Peter & Lönnström, Alexandra & Jauffret, Marie-Nathalie, 2018. "How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper," Journal of Business Research, Elsevier, vol. 84(C), pages 72-81.
    10. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    11. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    12. Semaan, Rania W. & Lindsay, Val & Williams, Paul & Ashill, Nick, 2019. "The influence of gender roles in the drivers of luxury consumption for women: Insights from the gulf region," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 165-175.
    13. Kessous, Aurélie & Valette-Florence, Pierre, 2019. "“From Prada to Nada”: Consumers and their luxury products: A contrast between second-hand and first-hand luxury products," Journal of Business Research, Elsevier, vol. 102(C), pages 313-327.
    14. Francisco J. Conejo & Lawrence F. Cunningham & Clifford E. Young, 2020. "Revisiting the Brand Luxury Index: new empirical evidence and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 108-122, January.
    15. Shahid, Shadma & Paul, Justin, 2021. "Intrinsic motivation of luxury consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    16. Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
    17. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    18. Raghunath Singh Rao & Richard Schaefer, 2013. "Conspicuous Consumption and Dynamic Pricing," Marketing Science, INFORMS, vol. 32(5), pages 786-804, September.
    19. Bakir, Aysen & Gentina, Elodie & de Araújo Gil, Luciana, 2020. "What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national culture," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    20. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:71:y:2017:i:c:p:102-113. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.