When pride meets envy: Is social superiority portrayal in luxury advertising perceived as prestige or arrogance?

This paper draws on the theoretical underpinnings of envy and pride in examining the effectiveness of social superiority portrayal in luxury advertising. Across two studies, benign (malicious) envy led consumers to perceive social superiority portrayal as an expression of authentic (hubristic) pride and, in turn, increased (reduced) luxury perception and positive brand attitude. These findings were replicated for both dispositional (Study 1 and 2) and state feeling of envy (Study 2), regardless of whether envy was self‐reported or manipulated. These findings were found to be consistent in a comparison between luxury and premium brands. Taken together, this paper is the first to examine: (a) consumer responses toward social superiority portrayal in luxury advertising, (b) the interactive effect of envy and pride perceptions on luxury perception and brand attitude, and (c) the effectiveness of using social superiority portrayal as an advertising strategy for luxury and premium brands.     

Exploring the influence of envy on service engagement

Consumer retention is central to service firm objectives and is often the focus of firm initiated activities. However, consumer-driven processes that operate independently of firm initiated activities also influence retention. By understanding the consumption goals of service consumers, management can encourage behavioural engagement with service offerings and improve retention outcomes. Positional services provide opportunities for social status enhancement (e.g. higher education) and attract consumers seeking the positional benefits offered. Service consumers compete for positional benefits and monitor their success relative to other service consumers via positional comparisons. Envy, an emotion with benign and malicious types, is experienced if the positional comparison with another service consumer is unfavourable and influences behavioural engagement. This study proposes and qualitatively tests a conceptual model linking positional comparison and envy to changes in consumers’ behavioural engagement with a service depending on the type of envy experienced. The findings support benign envy as a motivator for increased behavioural engagement with a service. The study also supports the existence of a ‘positional’ service category in which envy is an endemic emotional theme influencing behavioural engagement in these service environments. A two-tiered approach to the management of envy involving positional goal recognition and appraisal based tactics is recommended.     

Resolving the complexity in Gen Z's envy occurrence: A cross-cultural perspective

Envy is an impactful emotion on consumer behaviors, yet envy is quite complex to be comprehended due to its two different forms (malicious and benign). Therefore, it is significant to find out the factors occurring envy to consume to understand the impact and consequences of envy. This empirical study improves our understanding of envy occurrence (malicious or benign) in Generation Z (Gen Z) consumers by comparing two countries (the United States and Mexico) as representing individualistic and collectivistic cultures. We apply complexity theory as a basis for the configurational model, which we test using fuzzy-set qualitative comparative analysis. We use three configurations—personality, attitudes, and attached importance to participants on social networking sites—to explore causal recipes leading to malicious and benign envy. The findings of this study highlight the differences in Gen Z consumers' envy occurrence regarding configurational factors. In addition to said factors, this research indicates that culture plays a significant role in Gen Z's envy occurrence, thus contributing to the current knowledge set.     

Effect of value perceptions on luxury purchase intentions: an Indian market perspective

India is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.     

Luxury fashion consumption in China: Factors affecting attitude and purchase intent

This study examined influencing factors that affect Chinese consumers’ attitude towards purchasing luxury fashion goods and purchase intent. Data was collected in three major cities in China (i.e., Beijing, Shanghai and Guangzhou). A total of 161 respondents were included. Using regression analyses, the results indicated that brand consciousness, social comparison and fashion innovativeness have significant impact on attitude towards purchasing luxury fashion goods among Chinese consumers. In addition, Chinese consumers’ purchasing intention for luxury fashion goods was affected by their attitude towards buying luxury fashion goods. Practical and managerial implications are further discussed.     

“一碗水端不平”：领导者宽容差序、职场妒忌及其后果研究

员工犯错时，上级领导可能因差序格局而对不同下属给予不同程度的宽容，出现“一碗水端不平”的现象。领导者的宽容差序造成下属在情感或资源分配上的不平等，为员工之间的社会比较创造了可能。为了揭示领导者宽容差序对员工个体心理和行为的影响，基于社会比较理论，本研究构建了“宽容差序—职场妒忌—行为后果”的平行中介路径模型。通过问卷调研和统计分析，证实了领导者的宽容差序，一方面会增加员工的恶意妒忌，进而引发反生产行为；另一方面会使员工减少善意妒忌，进而减少工作投入。另外，通过间接和总体作用的抽样计算，发现领导者宽容差序总体上会导致员工降低工作投入及增加反生产行为。     

Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance

Consumers' need for uniqueness (CNFU) has received much attention in identifying intention for luxury consumption. This study investigates how the interplay of CNFU dimensions (i.e. creative choice, unpopular choice and avoidance of similarity), social comparison and psychological entitlement drives consumers’ intention for bandwagon and snob luxury consumption. Useable responses collected from 427 high-income Indian luxury fashion consumers were analysed using SEM and Process-Macro. The creative choice dimension enhances the purchase intention of bandwagon luxury items indirectly via social comparison while psychological entitlement strengthens this indirect effect. The unpopular choice tendency has significant direct effect on snob luxury consumption. The avoidance of similarity dimension enhances purchase intention of snob luxury items directly while it also enhances bandwagon luxury consumption indirectly via social comparison. Psychological entitlement strengthens this indirect effect. This study contributes to the luxury consumption literature by proposing three distinctive types of consumption behaviours relating to snob and bandwagon luxury items based on these interplays.     

The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands

The reach of internet technology and social media has opened abundance of opportunities for marketers as well as for consumers across the globe. To anticipate future purchase behavior of consumers, marketers are not leaving any stone unturned. The main objective of this study is to investigate the direct and indirect impacts of social media marketing activities (entertainment, customization, interaction, word of mouth, and trend) on consumers' purchase intentions in luxury fashion brands. This study employed higher order Structural Equation Modeling to test the study model with (n = 243) sample data. We found positive significant impacts of social media marketing and customer relationships on consumers' purchase intentions. In addition, our study model confirmed full mediation of customer relationships in the relationship between social media marketing and consumers' purchase intentions. Based on our research findings, we strongly recommend that marketers of luxury fashion brands engage in social media marketing activities to provide value to customers.     

Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region

Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. Further, the findings will be useful to fashion luxury marketers and retailers.     

A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

This research develops a conceptualized model that illuminates the role of luxury perceptions in explaining consumer engagement in social media WOM and luxury purchase intention. It also explores the moderating effects of consumer demographic characteristics and perceived social status. The proposed model is validated by using SEM in AMOS against 282 samples, and chi-square difference test is applied to test the moderating effects. The findings demonstrate that social media WOM positively influences consumer luxury purchase intention. Perceived quality highly influences functional and social value, and social media WOM is strongly influenced by personal and functional value. This research 1) highlights the powerful role of social media WOM in enhancing luxury brands purchase intention, 2) extends current body of knowledge of the social media WOM and its focal antecedents, and 3) shows how consumer characteristics (e.g., age, gender, income, education, perceived social status) are important for developing customized marketing strategy to promote luxury brands on SNS. Overall, this study helps firms to understand which aspect of luxury brands to be emphasized to initiate consumers into social media WOM, which in turn, influences purchase intention.     

Uniqueness and luxury: A moderated mediation approach

Luxury consumption has become a worldwide phenomenon. Irrespective of consumers’ need for uniqueness being considered as an important psychological factor impacting luxury consumption intention, research seldom investigates the impact of CNFU dimensions on luxury consumption. This study investigates how CNFU dimensions (i.e. creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity) drive luxury consumption intention in light of the mediating role of social comparison and the moderating role of materialism. Four hundred twenty-eight surveys completed by high-income consumers in India were used for analysis. The findings showed that social comparison mediates the effects of creative choice counter conformity and avoidance of similarity on luxury consumption. Materialism moderates these mediation effects. This study contributes to the luxury consumption literature by explaining how the interplay of psychological and social factor affects luxury purchase intention among the people driven by different uniqueness dimensions. Practically, the findings will be useful to the retailers and marketers of fashion luxury items and brands.     

Counterfeit Luxuries: Does Moral Reasoning Strategy Influence Consumers’ Pursuit of Counterfeits?

Morality, in the context of luxury counterfeit goods, has been widely discussed in existing literature as having a strong association with decreased purchase intention. However, drawing on moral disengagement theory, we argue that individuals are motivated to justify their immoral behaviors through guilt avoidance, thus increasing counterfeit purchase intention. This research demonstrates that consumers’ desire to purchase counterfeit luxuries hinges on (one of) two types of moral reasoning strategies: moral rationalization and moral decoupling. The empirical results show that each strategy increases purchase intention, but respectively through moral judgment and perceived benefit. Implications for researchers and managers are discussed.     

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

A three‐study examination of young adults suggests that their motivation for status in terms of their luxury fashion purchase intentions is impacted by a bandwagon effect. In Study 1, qualitative research informs what fashion items represent status to young adults, how they view these items, and how they view others owning these items. In Study 2, survey research establishes the link between the motivation for status (status consumption) and purchase intention/ownership of these fashion items. In Study 3, a national survey of young adults examines what mediates and moderates the motivation for status to lead to luxury fashion purchase intentions. Results from the three studies indicate that status consumption has a positive impact on purchase intention of luxury fashion. This research also finds that cultural variables have an impact (mediate) the relationship between status consumption and purchase intention. Specifically, collectivism, uncertainty avoidance, power distance, and masculinity mediate the relationship between status consumption and purchase intention. Finally, the moderating impact of the bandwagon effect has a significant effect on the relationship between status consumption and fashion purchase intention for the cultural variables of uncertainty avoidance, long‐term orientation, and power distance. Implications for marketers are provided based on the findings.     

What is the Value of Luxury? A Cross‐Cultural Consumer Perspective

International luxury businesses are challenged by the identification and satisfaction of the common needs and desires of global market segments. Although luxury goods have become available to a wider range of consumers, the traditional conspicuous consumption model has been transformed into a new experiential luxury sensibility that is marked by a change in the way that consumers define luxury. Based on an empirical study in collaboration with American, European, and Asian researchers, the results provide evidence that consumers in various parts of the world purchase or wish to purchase luxury products for varied reasons but that such consumers generally possess similar values. Regardless of their countries of origin, the basic motivational drivers of luxury consumers are similar among the financial, functional, personal, and social dimensions of luxury value perceptions, although the relative importance of these dimensions varies.     

Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands

Consumers of luxury brands have been described as seekers of products that can offer a signaling value to present to others but also a value for their self-concepts in an existentialist spirit potentially linked to being “cool or not.” Prior studies have conceptualized brand coolness and evaluated its impact on consumer responses to brands. However, few studies have contextualized the construct of brand coolness concerning luxury brand realism. We assessed the semiotic tension that luxury brand consumers feel between self-concept and self-presentation to others via a theoretical consideration of four antecedents of brand coolness: individual, social, financial, and functional luxury values; and one intentional outcome such as consumers' passionate desire to use luxury fashion brands. Our findings indicated that luxury values positively influence brand coolness, and brand coolness positively influences passionate desire. We further confirmed that brand coolness plays a complementary mediating role between luxury values and passionate desire. A final contribution is to invite brand managers to consider how luxury values and brand coolness might be used proactively to drive consumers' passionate desires in the relationships with luxury fashion brands.     

Intrinsic motivations, self-esteem, and luxury goods consumption

Despite the dramatic growth of the luxury market over the past two decades, luxury consumer research remains fragmentary and scant. To address this knowledge gap, this study investigates consumers' intrinsic motivations for purchasing luxury goods. Data were collected from 587 consumers and analyzed using structural equation modeling. The results show that consumers who are primarily intrinsically motivated tend to purchase luxury products for superior quality and self-directed pleasure. The findings also demonstrate that self-esteem, an important concept in psychology and consumer behavior but rarely studied in luxury research, relates strongly to self-directed pleasure.     

Consumer motivation and luxury consumption: Testing moderating effects

Despite the growth of luxury markets during the last decade, luxury brand management is facing tremendous changes and challenges. In previous research, the focus has largely been on the appeal of luxury brands to represent status and prestige. However, this study argues that luxury consumption is highly individualistic and is a means through which consumers pursue personal goals.This research examines the influence of consumer goal attainment (extrinsic and intrinsic) on intention to purchase luxury products (explicitly versus subtly marked). Study 1 examines the moderating role of consumer need for uniqueness. Study 2 examines the moderating role of self-monitoring of expressive behaviour. This research resulted in three major findings. Firstly, this research shows that all respondents were more willing to buy a luxury product when it was subtly marked rather than explicitly marked. Secondly, extrinsically motivated respondents showed a greater preference for the luxury product, irrespective of signal type, than did intrinsically motivated respondents. Thirdly, for the intrinsically motivated respondents, Study 1 showed that individuals whose needs for uniqueness is high are predisposed to inconspicuous consumption. This effect was observed for respondents who were intrinsically motivated, but not for those who were extrinsically motivated. Study 2 demonstrated that low self-monitors were more disposed to inconspicuous consumption. Again, this effect was observed for respondents who were intrinsically motivated, but not for those who were extrinsically motivated. Theoretical and practical implications are discussed.     

How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation

Rising income and the aspirations of the middle-class have resulted in the emergence of a new category of luxury brands popularly known as “masstige brands”. Researchers have attempted to establish masstige branding and masstige marketing as a differentiated research domain from luxury marketing. As an attempt to this end, the current study, which is confined to women's fashion clothing brands, investigates whether various luxury consumption values are equally applicable in inspiring masstige purchase. In addition, this study investigates whether dimensions of perceived authenticity of a masstige brand moderate the association between various consumption values and masstige purchase intention. By employing an online survey, 462 useable responses were collected from middle-income female consumers in India and analysed using PLS-SEM and multi-group analysis. The findings show that functional, experiential and symbolic consumption values inspire masstige fashion purchase but the zero-moment-of-truth consumption value does not. Quality and sincerity (but not heritage) dimensions of perceived brand authenticity enhance the consumption value perceptions leading to masstige purchase. This study is the first of its kind to examine the applicability of various luxury consumption values in masstige consumption besides testing the moderating effect of perceived brand authenticity.     

Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets

This research investigated how the use of a prominent versus subtle branding strategy and status consumption affect consumers’ intention to buy luxury products across emerging and mature markets. To this end, an experimental study with consumers in India (emerging market) and the United States (mature market) was conducted. The results suggest that Indian (but not U.S.) consumers with a higher status consumption tendency are more willing to purchase prominently branded luxury products than subtly branded ones. On the other hand, U.S. (but not Indian) consumers with a lower status consumption tendency are more willing to purchase subtly branded luxury products than prominently branded ones. The paper discusses these findings, highlights their contribution to luxury research, and illustrates their practical value for luxury companies interested in targeting mature and emerging markets.     

Drivers of eWOM engagement on social media for luxury consumers: Analysis,implications, and future research directions

The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.