Values associated with luxury brand consumption and the role of gender

详细信息    查看全文

• 作者：Elyette Roux^a ; ^{elyette.roux@iae-aix.com} ; Eric Tafani^a ; ^{eric.tafani@iae-aix.com} ; Franck Vigneron^b ; ^{franck.vigneron@csun.edu}
• 关键词：Luxury values ; Luxury brands ; Luxury consumption ; Gender ; Social structural theory
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：71
• 期：Complete
• 页码：102-113
• 全文大小：687 K
• 卷排序：71

文摘

We investigate the role of gender in the perceptions of and motives for luxury brand consumption. Based on the social structural theory of gender, we propose that differences in men's and women's luxury values result from asymmetries in social status. We conduct three studies with samples of frequent luxury brand buyers. Study 1 (N = 512) generates main values associated with luxury brand consumption. Study 2 (N = 640) identifies a four-factor model of luxury brand values, including refinement, heritage, exclusivity, and elitism, and shows that women give more importance to refinement, while men give more importance to exclusivity and elitism. Study 3 (N = 1024) demonstrates that public self-consciousness has a stronger positive influence on refinement for women rather than men. In contrast, consumer need for uniqueness and status consumption exert respectively a stronger positive influence on exclusivity and elitism for men rather than women.