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Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands
Affiliation:1. International University of Monaco, INSEEC U. Research Center, 2, Avenue Albert II, MC 98000, Monaco;2. Cass Business School, City University London, 106 Bunhill Row, London EC1Y 8TZ, United Kingdom;1. Yonsei Business School, Yonsei University, 50 Yonsei-Ro, Sudaemun-ku, Seoul, South Korea;2. Department of Marketing, College of Business, San Francisco State University, 835 Market Street, 6th floor, San Francisco, CA 94103, United States;3. Department of International Business, College of Business, San Francisco State University, 1600 Holloway Avenue, San Francisco, CA 94132, United States
Abstract: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.
Keywords:Luxury values  Perceived value  Luxury fashion brands  Brand coolness  Passionate desire  Luxury fashion consumption
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