IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v79y2024ics0969698924001462.html
   My bibliography  Save this article

Luxury brand at the cusp of lipstick effects: Turning brand selfies into luxury brand curruncy to thrive via richcession

Author

Listed:
  • Raza, Mohsin
  • Khalid, Rimsha
  • Loureirco, Sandra Maria Correia
  • Han, Heesup

Abstract

A fear of a richcession is on the horizon. The luxury industry must rekindle customer desires and promote brand selfies in order to survive. The narcissist and materialist affluent people upload their selfies along with luxury brand signatures, and this triggers the self-inferential process in the fellow affluent and shapes their luxury preferences. This study investigates this phenomenon, the lipstick effect, and its connection with richcession. A niche group of ultra-rich affluent people was chosen based on their spending patterns, their access to famous personalities, their choice of expensive places, their usage of luxury products, and their postings of selfies with luxury signatures. The study developed a measurement scale via a three-step survey-based approach by analyzing 468 questionnaires. The confirmatory factor analysis (CFA) proposes 27 items of a new scale. The structural analysis was then conducted in order to ensure the scale validity and stability by employing a new dataset of 356 questionnaires. We demonstrated how luxury brand selfies influence luxury signature, and how this in turn affects luxury brand currency and preference.

Suggested Citation

  • Raza, Mohsin & Khalid, Rimsha & Loureirco, Sandra Maria Correia & Han, Heesup, 2024. "Luxury brand at the cusp of lipstick effects: Turning brand selfies into luxury brand curruncy to thrive via richcession," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001462
    DOI: 10.1016/j.jretconser.2024.103850
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924001462
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103850?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. Konuk, Faruk Anıl & Otterbring, Tobias, 2024. "The dark side of going green: Dark triad traits predict organic consumption through virtue signaling, status signaling, and praise from others," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Siahtiri, Vida & Lee, Wai Jin (Thomas), 2019. "How do materialists choose prominent brands in emerging markets?," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 133-138.
    3. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    4. Imran Khan & Mobin Fatma, 2023. "CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(4), pages 1-10, February.
    5. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Chao, Angela & Schor, Juliet B., 1998. "Empirical tests of status consumption: Evidence from women's cosmetics," Journal of Economic Psychology, Elsevier, vol. 19(1), pages 107-131, February.
    7. Sabrina Bresciani & Paolo Ponte, 2017. "New brand logo design: customers’ preference for brand name and icon," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 375-390, October.
    8. Joonas Rokka & Robin Canniford, 2016. "Heterotopian selfies : How social media destabilizes brand assemblages," Post-Print hal-02313408, HAL.
    9. repec:oup:jconrs:v:49:y:2023:i:5:p:762-785. is not listed on IDEAS
    10. Patricia Baudier & Elodie de Boissieu & Marie-Hélène Duchemin, 2023. "Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives," Post-Print hal-04314434, HAL.
    11. Sestino, Andrea, 2024. "The challenge of integrating “intelligent†technologies in luxury shopping contexts: The role of brand personality appeal and consumers’ status consumption orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    12. Richins, Marsha L & Dawson, Scott, 1992. "A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 303-316, December.
    13. 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).
    14. Jiménez-Barreto, Jano & Correia Loureiro, Sandra Maria & Rubio, Natalia & Romero, Jaime, 2022. "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    15. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    16. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    17. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    18. Baudier, Patricia & de Boissieu, Elodie & Duchemin, Marie-Hélène, 2023. "Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    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. Pedro, Yael & Friedmann, Enav & Loureiro, Sandra Maria Correia, 2024. "High-end fashion as a social phenomenon: Exploring the perceptions of designers and consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Stephen T. Homer, 2023. "Perceptions of smart sustainable cities: a scale development study," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3363-3388, August.
    3. You, Leping & Liu, Fanjue, 2024. "From virtual voices to real impact: Authenticity, altruism, and egoism in social advocacy by human and virtual influencers," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    4. Mohadzlishah bin Mazli & Mohd Fikri bin Ishak & Ariff Azly bin Muhamed, 2023. "The Role of Status Consumption and Materialism in Influencing Attitude towards Counterfeit Fashion Product," Information Management and Business Review, AMH International, vol. 15(3), pages 344-350.
    5. Natee Srisomthavil & Nuttapol Assarut, 2018. "The Impact of Perceived Counterfeit Luxury Brand Proliferation on Luxury Brand Values and Patronage Intention," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(1), pages 41-60.
    6. Ahmad Faiz Yaakob & Hazlina Mohd Padil & Aida Abdullah & Shahidah Abdul Razak & Asri Salleh, 2024. "An Assessment of Determinants of Political Interests among University Students: A Case Study of Universiti Teknologi MARA Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 1478-1488, July.
    7. 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.
    8. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Sharma, Purva & Srivastava, Ankur & Sharma, Veenu & Singh, Nidhi & Nijjer, Shivinder, 2024. "Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    11. Ni, Shaowen, 2021. "Collaborative consumption in China: An empirical investigation of its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    12. Farzana Quoquab & Jihad Mohammad, 2020. "Cognitive, Affective and Conative Domains of Sustainable Consumption: Scale Development and Validation Using Confirmatory Composite Analysis," Sustainability, MDPI, vol. 12(18), pages 1-22, September.
    13. Md. Uzir Hossain Uzir & Abu Bakar Abdul Hamid & Ishraq Jerin & Ahmad Shaharudin Abdul Latiff & Ramayah Thurasamy, 2021. "Customer satisfaction and brand loyalty to electronic home appliances in Bangladesh: the contingent role of brand trust," SN Business & Economics, Springer, vol. 1(6), pages 1-35, June.
    14. Lertwannawit, Aurathai & Mandhachitara, Rujirutana, 2012. "Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men," Journal of Business Research, Elsevier, vol. 65(10), pages 1408-1416.
    15. Shuai Zhang & Jiannan Du & Huiji Yue & Gui’an Li & Dian Zhang, 2023. "Study on the National Identity Education Intentions of Pre-Service Teachers: Evidence from PLS-SEM and fsQCA," Sustainability, MDPI, vol. 15(16), pages 1-23, August.
    16. Sartaj Chaudhary & Ajoy Kumar Dey, 2024. "Mediating Effect of Materialism on the Relationship between Socialization and Consumer Decision-Making Styles," FIIB Business Review, , vol. 13(5), pages 542-552, October.
    17. Hourigan, Sally Rebecca & Bougoure, Ursula-Sigrid, 2012. "Towards a better understanding of fashion clothing involvement," Australasian marketing journal, Elsevier, vol. 20(2), pages 127-135.
    18. Troiville, Julien, 2024. "Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication," Journal of Business Research, Elsevier, vol. 177(C).
    19. Abhilash S. Nair & Rani Ladha, 2013. "Investor Characteristics, Investment Goals And Choice- A Test Of The Mediating Effect Of Social Investment Efficacy On Socially Responsible Investing Behaviour In India," Working papers 124, Indian Institute of Management Kozhikode.
    20. Abhijit Guha & Timna Bressgott & Dhruv Grewal & Dominik Mahr & Martin Wetzels & Elisa Schweiger, 2023. "How artificiality and intelligence affect voice assistant evaluations," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 843-866, July.

    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:joreco:v:79:y:2024:i:c:s0969698924001462. 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: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.