Influence of Luxury Fashion Brand Index on Purchase Evaluation: Insights from the Consumers' of Indian Market

Ritu Malhotra,Sweta Choudhury

doi:10.13189/aeb.2017.050607

Abstract

This research examined the factors that influence consumers' purchase intention behind acquiring luxury fashion brand. The study adapted the priori established scale of brand luxury index [BLI] from the literature and tested whether these dimensions result in purchase evaluation for both male and female consumers on equal grounds. Very limited research has been conducted on the role of gender differences in consumer behaviour in spite of the fact that it is a vital topic. Data was collected from Indian consumers (n =109) and respondents were enquired about their favourite luxury brand in the category of watches, bags, perfumes, sunglasses, belts, tops, shirts, jeans, dresses, and footwear; while examining the dimensions such as perceived hedonism, self-image, quality, uniqueness, and conspicuousness. Hypotheses were tested using one-way ANOVA. The findings from this exploratory research revealed that perceived self-image facet is significantly different for both male and female consumers, thus indicating the vital managerial inference towards the adaption of appropriate brand positioning and marketing communication strategy. The study on the application of brand luxury index for fashion product category keeping in consideration gender differences is a new idea. Moreover, Indian consumer using luxury products is sparsely addressed in the existing literature, thereby providing motivation for this study.

Highlights

In both academics and praxis, luxury branding has become an eminent topic of discussion
Authors [37] examined the fundamental relationship between Japanese Generation Y consumers and their intention behind purchasing US apparel brand depending on the exclusivity and consumers’ awareness about the brand, and observed that purchase intention is influenced by emotional value
We considered respondents having luxury fashion products for collecting data on purchase intention of luxury goods

Summary

Introduction

In both academics and praxis, luxury branding has become an eminent topic of discussion. Luxury is considered as desirable, it is more than obligatory and simple. Luxury is often considered as unnecessary and superfluous by many researchers [1,2,3,4]. They offer more than mere objects: they provide reference of good taste. That is why luxury management should depend on customer expectations: luxury brands are animated by their internal programme, their global vision, the specific taste which they promote as well as the pursuit of their own standards. Luxury items provide extra pleasure and flatter all senses at once. Luxury is the appendage of the ruling classes.” [6]

Objectives

Methods

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Conclusion