Academic journal article Journal of Business and Educational Leadership

The Study on the Dimension of Experiential Consumption of Luxury Brands

Academic journal article Journal of Business and Educational Leadership

The Study on the Dimension of Experiential Consumption of Luxury Brands

Article excerpt

INTRODUCTION

Today, the market of luxury brand is rapidly growing. The unprecedented growth of the luxury sector from a value of US $ 20 billion in 1985 to its current $ 180 billion worth has been brought. Luxury brands now play an increasingly important role in profit generation for global corporations. Historically, the value of luxury brands has been experienced many changes over time. In the past, luxury brands were the product of great craftsmen and the value of luxury brands was in the dimension of functional value (Sheth, Newman, and Gross, 1991) and then changed to social value which emphasize on the other meaning rather than product itself (Vigneron and Johnson, 1999). In the previous studies on luxury brand consumption, the motives for acquiring luxury brands were traditionally regarded as ?buying to impress others'. A review of the literature shows that social orientation dominates luxury-related research, while personal orientation is comparatively overlooked. Overall, there is lake of a rigorously examined empirical model, which aims at specifying the antecedents and consequences of personal orientation towards luxury-brand consumption. Therefore, this study aims to first demonstrate the necessity of taking an importance on changes in perspective of the dimension of experiential consumption of luxury-brand in exploring the topic of luxury-brand marketing management second, analyze difference of effect in empathy and brand loyalty on luxury-brand as consumers with personal orientation experience the dimension of experiential value and finally provide strategic recommendations for enhancing luxury-brand consumption value for those consumers.

LITERATURE REVIEW AND HYPOTHESES

Personal orientation and Experiential dimension of luxury-brand: The definition of luxury brand traditionally relate to high price, high quality, prestige (Dubois and Czellar 2005; Eastman et al., 1999; Vigneron and Johnson 1999; 2004). Previous researches limited in researches that focused on demographics of consumers who bought luxury brand, and concentrated on symbolic value of luxury brand through sociocultural approach related to usage of luxury brand. The research scope of luxury-brand marketing management is expanding to cover consumers whose purchase motives are more personal than social in nature. Wong and Ahuvia (1998) theorized that orientation towards luxury-brand consumption is more visible in some consumers who are intent on deriving self-directed hedonic experience from the use of the product, pursuing private meanings in the product and judging the product with individual-based standards.

Personal orientation and Self-directed pleasure: Self-directed pleasure features the feelings of bliss, contentment, and ecstasy for the self, which is contrasted to other-directed pleasure. Csikszentmihaly (1990) emphasized it as an essential element that individuals perceive in forming their own hedonic experience, which is spontaneous and intense, yet self-determined. Vigneron and Johnson (1999) asserted that consumers with stronger personal orientation may seek self-directed pleasure from luxury-brand products. Self-directed pleasure is not occurring by external factor rather than occurring through internal experience of consumer. Thus, this can be seen as a positive emotion such as selfsatisfaction and pleasure by owning luxury-brand products. And self-directed pleasure with strong individual dimension will increase personal orientation on luxury-brand which is the propensity to consumption that mainly focuses on individual.

HI. The higher personal orientation on luxury brand is, the more selfdirected pleasure will be.

Personal orientation and Self-gift giving: Self-gift giving had conceptualized as a form of self-communication, leaving a negative affective state (Mick and Demos, 1990). Luomala (2002) found that when facing badmood circumstances, consumers may resort to the acquisition of luxuries to alleviate negative mood or buy luxuries in order to elicit better feelings. …

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