Is luxury just a female thing? The role of gender in luxury brand consumption

Abstract

Despite the fact that the functional value of luxury brands is usually not significantly higher than those of non-luxury brands, luxury brands can achieve significant price premiums in the market over non-luxury brands. Additionally, in a majority of markets and product categories, the price for female luxury brands is significantly higher compared to their male counterparts. These differences might result from a higher perceived symbolic and social value of such luxury brands that have traditionally been more important for women than for men. Two experimental studies and one survey study in three product categories (i.e., clothing, perfumes, and wristwatches) in the Western culture show that, overall, women have a more positive attitude toward and a higher purchase intention of luxury brands versus non-luxury brands than men. Additionally, for female consumers, luxury brands provide more uniqueness, status and hedonic value than non-luxury brands. Important implications for marketing theory and practice can be derived. Marketers should use uniqueness claims in their advertising copy and differentiate in their product designs between male and female target groups.