Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue contains five research papers, out of which three are on luxury brands. The first paper, "Consumer Attitude Towards Luxury Brands: An Empirical Study", by Preeti Tak and Ashish Pareek, is based on a survey conducted among Indian consumers. The principal finding of the study is that the three dimensions of consumers' need for uniqueness (i.e., creative choice counter-conformity, unpopular choice counter-conformity, and avoidance of similarity) and fashion consciousness positively influence consumers' attitude towards luxury brands. The marketing implication is that limited availability, exclusivity and marketing communications suggesting uniqueness would be effective in marketing of luxury goods.

Closet consumers are those who are not born rich but experiment with expensive luxury products, as yet with a middle-class and conservative mindset. The second paper, "The Impact of Consumer Personality Traits on Luxury Brand Market: An Empirical Study on Closet Consumers", by Shweta Kastiya, first, identifies five luxury personality dimensions of closet consumers-modernity, eccentricity, sincerity, competence and excitement-through factor analysis, by starting with a list of 16 variables. Then, the study identifies correlations between specific personality dimensions and luxury product categories, for example, cosmetics with modernity and excitement, food and wine with eccentricity, and cars with excitement. These findings provide broad guidelines to marketers as to which category of luxury products are more likely to be purchased by closet consumers with what type of personality dimensions. …

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