Brand Prestige Research Articles

Strategic Management of Luxury Brands: A Case Study of Louis Vuitton’s Market Performance and Consumer Loyalty

This study explores the critical role of brand strategy management in the luxury goods industry, focusing on Louis Vuitton (LV) as a case study. With the continuous development of the global economy and heightened consumer expectations, competition in the luxury market has intensified. Brand strategy management, encompassing positioning, communication, maintenance, and extension, emerges as a vital competitive tool that influences market performance and consumer loyalty. This research aims to uncover the unique aspects of LV's brand strategy, its impact on market performance and consumer loyalty, and the challenges the brand faces. Through an in-depth literature review and case analysis, the study identifies key success factors of LV's brand strategy, providing strategic recommendations for other fashion brands to enhance their market competitiveness. The findings contribute to the existing literature by filling gaps in the understanding of luxury brand management and offering practical insights for industry practitioners. Additionally, the study highlights the importance of innovation and adaptation in maintaining brand prestige and relevance in an ever-evolving market landscape, emphasizing how LV's strategic decisions have solidified its position as a leader in the luxury sector. This comprehensive examination not only sheds light on LV's enduring success but also offers valuable lessons for emerging brands aiming to navigate the complexities of the luxury market.

Role of Electronic Word of Mouth in Generating a Prestigious Perception of the Brands

Purpose: Brand prestige can be quantified from a consumer’s perspective, but it has not yet been examined. Keeping in view that EWOM can alter behaviors and perceptions, the overall aim of this study is to assess its role in creating a prestigious brand perception and the extent to which it influences purchase decions. Design/Methodology/Approach: 300 survey responses were analyzed through mediation model template 6 of Hayes’s PROCESS macro to deduce EWOM’s contribution towards elevating the status and performance of masstige products. Findings: The mediating effect of brand prestige is higher than that of consumer engagement on purchase intention, which signifies that if the brands are able to generate enough word of mouth, consumers would equate the popularity with prestige and are likely to be praised by their social cohort. Higher effect of prestigious brand perception on consumer engagement implies that the brands have to create engaging content for their consumers rather than relying solely on their prestigious perception to boost sales. Implications/Originality/Value: This study is vital for an emerging economy such as Pakistan, where people may have money constraints but abundance of products due to the acceptance of e-commerce. Managers may want to consider incentivizing the consumers’ feedback, and focus on creating high quality interactive social media content to increase visibility and also improve engagement.

지각된 브랜드명성이 브랜드인게이지먼트에 미치는 영향

Purpose - This study aims to determine the impact of brand prestige on brand self-congruity and brand consciousness in the luxury brand setting, and the moderating role of brand trust in these relationships. In addition, we aim to confirm the impact of brand self-congruity and brand consciousness on brand engagement, and the moderating role of brand commitment in the relationship between these constructs. Design/Methodology/Approach - In this study, SPSS 27.0 and AMOS 26.0 statistical packages were used to confirm the validity and reliability of the data. Research hypotheses were tested using structural equation modeling (SEM). Convergent validity was analyzed using confirmatory factor analysis (CFA), and discriminant validity was confirmed using correlation analysis. Findings - Brand trust fully mediated the relationship between brand prestige and brand self-congruity, and partially mediated the relationship between brand prestige and brand consciousness. However, brand commitment was found to be insignificant in the relationship between brand self-congruity and brand engagement, but was found to be partially mediated in the relationship between brand consciousness and brand engagement. Research Implications - Luxury brand marketers and managers must increase brand trust so that consumers can have a high level of loyalty to the brand, and identify with the brand. Additionally, it is necessary to encourage active engagement in luxury brands by increasing brand commitment.

Fewer but better: Chinese consumers’ responses to luxury brands using green demarketing

ABSTRACT Environmental issues in China have induced widespread concerns since China is the biggest manufacturer in the world, and a large consumer country. Luxury consumers care about whether their consumption is environmentally friendly, but also the prestige of luxury brands. This study focused on luxury brands, investigating the relationship between the green advertising appeal (demarketing vs. traditional green) and Chinese consumers’ attitudes toward the brands. The results of the 2 × 2 study demonstrate that the demarketing advertising appeal can contribute to more positive brand attitudes of consumers because it creates an image of a company that genuinely cares about the environment and thus activates consumers’ impression management concerns. Furthermore, adding conspicuous environmental oriented anti- consumption (EOA) information to advertising can enhance the relationship. Focusing on the previously underexamined Chinese market, these results theoretically contribute to the literature on luxury brands’ green advertising and green demarketing research. In practice, they also provide enlightenment for luxury brands’ marketers to use demarketing as a strategy to attract consumers and public policymakers to reduce consumption and protect the environment at a societal level.

Influence of social media communication on consumer purchase decisions: do luxury hotels value perceived brand authenticity, prestige, and familiarity?

PurposeThis paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer purchase decisions (CPD) through the lens of perceived brand authenticity (PBA). This paper also investigates the moderating influence of brand prestige (BP) and brand familiarity in the luxury hotel sector.Design/methodology/approachThis study collected data from 390 consumers who were regularly using social media platforms, traveled frequently and stayed in luxury hotels. Following stringent data filtering, 371 responses were analyzed via structural equation modeling.FindingsThe findings indicate that FGC and CGC significantly strengthened PBA. However, CGC was the effective driver that directly influenced CPD. Likewise, PBA directly and indirectly substantially impacted CPD. Finally, BP’s direct and moderating effects significantly influenced CPD in the luxury hotel sector.Originality/valueThis novel study contributes to signaling theory, social media communications and branding literature in the luxury hotel sector.

Analysis of Rebranding the X Application on User Loyalty in Batam City

The global market is currently experiencing very fierce competition. Companies compete to implement all marketing strategies to be superior in surviving this competition, one of which is a rebranding strategy by changing the brand image of the X application which was formerly known as Twitter. This study aims to determine whether the effect of rebranding can affect the loyalty of X’s users by assessing brand trust, brand prestige, and brand love. This research method uses a mixed method which is divided into two approaches, namely quantitative and qualitative using linear regression analysis. The results show brand image does not have a big influence on brand trust, brand prestige, and brand love. Furthermore, brand trust, brand prestige, and brand love have a positive influence on brand loyalty meaning that users are not too affected by the rebranding of X, but they will remain loyal to using the application.

Going green and staying loyal: how different are generation Z travellers towards green brand loyalty of hotels

Purpose This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success of hotels. Design/methodology/approach A single cross-sectional design is used in the study, with a total of 277 Generation Z and 299 Older generation travellers surveyed directly at three different tourist destinations in India. The PLS-SEM approach is used to analyse the data. Findings The study’s findings showed that among Generation Z travellers, factors such as collectivism, brand identification and brand prestige play a significant role in shaping green brand loyalty towards hotels. Furthermore, we noted that collectivism directly influences brand prestige and identification. Conversely, for the older generation, the study did not substantiate the impacts of collectivism on green brand loyalty nor the relationship between brand identification and green brand loyalty. Originality/value This study uniquely contributes to the literature by revealing generational differences in the influence of collectivism and brand factors on green brand loyalty within the Indian hotel industry.

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

This study investigates the moderator role of brand dependence (BD), the mediator role of brand prestige (BP), and brand credibility (BC) in the relationship between brand experience (BE) and brand love (BL) within the framework of consumer-brand relationship theory. It also examines the effects of brand love's behavioural outputs on repurchase intention and willingness to pay premium price (WTP). The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median (K2). Also, BL has a significant impact on repurchase intention and WTP.

Measuring the effect of product and environmental messaging attributes on alternative wine packaging choices

Traditional glass bottles are the wine industry's major source of carbon emissions. Those wishing to reduce the carbon footprint embedded in wine have been looking to alternative packaging, such as PET, aluminium cans, and bag-in-box (BIB) to mitigate the impact. However, these alternative formats pose challenges with consumer acceptance and knowledge of the eco-benefits of each format. This paper uses a discrete choice experiment and latent class analysis to investigate the possible effects of message content and style (abstract vs concrete) on wine purchase in the context of brand size, brand prestige, and pricing. The analysis reveals the presence of two customer segments, which highly emphasise the pack format. Of the four non-glass packs tested, BIB and flat glass lookalike PET bottles score the highest preference after glass bottles. Message content and appeal type score low in their ability to alter preferences, whilst mid-to-low prices increase the chances of alternative packaging to be chosen.

Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context

There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.

Investigating how consumer-perceived value and store image influence brand loyalty in emerging markets

PurposeThis study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.Design/methodology/approachThis study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.FindingsThis research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.Originality/valueThis study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.

What (really) drives consumer love for traditional luxury brands? The joint effects of brand qualities on brand love

ABSTRACT This study explores the links between the drivers of love towards traditional luxury brands and the key outcomes of these. In more detail, we use the stimulus – organism – response (S-O-R) as an overarching framework to theorise and empirically test relationships between brand uniqueness, hedonism, brand prestige and symbolism (stimuli); brand love (organism); and purchase intention, positive word-of-mouth, and attitudinal brand loyalty (response). We also evaluate the mediating role of brand prestige, brand symbolism and brand love. The results of Partial Least Squares Structural Equation Modelling (PLS-SEM) conducted on survey data from Australian consumers indicate that only hedonism drives brand prestige and symbolism. Brand prestige and symbolism then jointly shape brand love for traditional luxury, ultimately impacting all response variables. Besides advancing existing research on luxury brand love, the results also contribute to practice, illustrating the strategies managers of traditional luxury brands can use to obtain a competitive edge.

Internal Branding of a University Business Through Building and Gaining from Employee-Based Brand Equity

ABSTRACT Like other businesses, universities spend to build their brands, but rarely measure the sources and benefits of brand equity, especially employee-based brand equity (EBBE). We borrowed from an EBBE model, the Associative Memory Network Theory, social information processing, and exchange theories to examine the impact of brand-related information generated and disseminated to employees in a private African university on role clarity, brand knowledge, brand commitment, and four EBBE benefits. Cross-sectional data was collected from 588 lecturers, administrators, and technical staff. Structural equation modeling results revealed that brand information generated and disseminated impacted role clarity, brand knowledge, and commitment. Brand commitment impacted three EBBE benefits: brand citizenship behavior, employee intention to stay in organization and spread positive word-of-mouth. Role clarity and brand knowledge were significant mediators. Thus, for sustainability, university managers should communicate explicitly through frequent verbal brand communications and orientation, and implicitly through behaviors that reflect brand prestige.

Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty

Universities play a significant role in the economic development of society as they provide knowledge and skills that are essential for social sustainability. In recent years, universities shifted their focus towards student-centered education and need to reconsider their sustainable strategies to become more competitive by encouraging student co-creation behaviors. To create a unique experience, universities aim to involve students in creating and delivering their educational experiences. The purpose of this paper is to investigate how the perceived quality of educational service and the institutional image of a university influence students’ value co-creation behavior, and the role of loyalty in this process. The study is based on two complementary studies conducted in an Italian public university. The first study involved 720 undergraduate students with one business management bachelor’s degree who completed a questionnaire to collect primary data. The second study used six focus groups to identify which specific students’ experiences and university activities stimulated co-creation behaviors. The results show that student loyalty plays an important mediating role between university image, students’ quality perception, and co-creation behavior. Additionally, only three dimensions of quality, namely quality non-academy aspects, quality reputation, and quality access have an impact on students’ loyalty. Therefore, only two dimensions of brand image, university brand knowledge (UK), and university brand prestige (UPR) have a direct effect on value co-creation behavior. These findings have important implications for higher education institutions (HEIs) to develop managerial strategies that increase students’ co-creation behavior. The co-creation process should be considered as part of HEIs’ image-building and quality policy-enhancing strategy. Despite the value co-creation approach being overlooked in studies on HEIs governance, this study highlights its potential as a strategic approach for improving service quality and university image.

Influence of Brand Prestige and Lifestyle on The Purchase Decision (Survey of Starbucks HZ Tasikmalaya Consumers)

The purpose of this study was to determine the effect of brand prestige and lifestyle on the purchasing decisions of Starbucks HZ Tasikmalaya consumers. The research method used is a quantitative method with a survey approach to 110 respondents who are consumers of Starbucks HZ Tasikmalaya. The type of data used is primary data. The data analysis technique used is multiple regression analysis. The results of this test prove that brand prestige and lifestyle have a significant effect either partially or simultaneously on purchasing decisions of Starbucks HZ Tasikmalaya consumers

Identifying Chinese Tourists’ Shopping Values and Their Consequences in the Context of a Duty-Free Shop: The Moderating Role of Country Image

The objective of this study is to identify the role of Chinese tourists’ shopping values in the formation of their outcome variables. This study more specifically proposes that two dimensions of shopping values, which include utilitarian and hedonic shopping values, positively affect brand prestige. In addition, it was hypothesized that brand prestige helps in regard to enhancing well-being perceptions and brand preference. It was also proposed that well-being perceptions and brand preference have a positive influence on word-of-mouth. This study also hypothesized the moderating role of country image in the proposed model. The survey responses were collected from 634 Chinese duty-free tourists. The data analysis results showed that both utilitarian and hedonic shopping values significantly affect brand prestige. Moreover, brand prestige was found to be a significant determinant of well-being perceptions, and well-being perceptions positively affect brand preference. Brand preference is a critical factor affecting word-of-mouth. Lastly, country image played a moderating role in the relationship between brand prestige and well-being perceptions and brand preference and word-of-mouth.

Do digital platforms promote or hinder corporate brand prestige?

PurposeIn the era of digital evolution, companies are increasingly deploying digital platforms to optimize operational efficiencies and to connect with customers more directly. However, little is known about whether and how companies can leverage digital platforms to enhance their brand prestige. Integrating insights from the resource-based view of the firm into the branding literature, this study aims to compare and distinguish the effects of the two digital platform functions, technical and social functions, on a company’s brand prestige. This study also assesses the moderating roles of two institutional factors, market uncertainty and brand imitation.Design/methodology/approachThis study estimates a moderated regression model using a survey of 240 companies in China that deploy digital platforms. This study uses SPSS 24.0 to perform regression analysis.FindingsThe study finds that technical functions positively, whereas social functions negatively affect brand prestige. Moreover, the technical functions of digital platforms are more beneficial for companies to build their brand prestige when the market is turbulent and the extent of brand imitation is high, whereas, under the same conditions, social functions lead to lower brand prestige.Research limitations/implicationsThere are several limitations of this study that offer future research opportunities. First, due to the difficulties of data collection, measures were taken from the same source for which common method bias could be a potential concern. Second, this study considered two institutional boundary conditions in these models. Future research should consider mediators as well as other potential moderators to understand the underlying mechanisms of how digital platforms affect brand prestige. Third, future studies may develop better constructs to manifest these two types of digital platform functions. Finally, this sample was limited to companies in China.Practical implicationsThis study provides important implications for companies leveraging digital platforms to build brands. First, companies must distinguish between the different functions of digital platforms. The findings reveal that companies that leverage digital platforms to build brand prestige are suggested to make greater use of technical functions yet should be cautious in developing social functions. Second, this research suggests although market uncertainty and brand imitation are not conducive to enhancing brand prestige, it is possible for companies to take advantage of these unfavorable environments to better serve niche customers.Originality/valuePrior marketing studies emphasize the benefits of digital platforms and largely overlook the double-edged sword effect of digital platforms on companies’ brand building. This study contributes to the marketing literature by revealing the benefits of technical function and the challenges of social function in driving brand prestige in complex institutional settings.

Analisis Variabel-Variabel Yang Memengaruhi Keputusan Pembelian Konsumen Di Pameran Sepatu Jakarta Sneakers Day

This study aims to analyze the influence of digital marketing, viral marketing, brand prestige, brand loyalty, and lifestyle variables on purchasing decisions for local brand sneakers at Jakarta Sneakers Day. The method of data collection is using the survey method with likert type purposive sampling. The object of this research is 227 respondents who were visitors to Jakarta Sneakers Day in Jabodetabek. This research used SPSS software version 25 and SEM (Structural Equation Modelling) AMOS version 25 for data analysis. The result of this study suggest: 1) digital marketing has a positive and significant effect on purchasing decisions, (2) viral marketing has a positive and significant effect on purchasing decisions, (3) brand prestige has a negative and insignificant effect on purchasing decisions. (4) brand loyalty has a positive and significant effect on purchasing decisions. (5) lifestyle has a positive and significant.

The influence of Victoria’s Secret new brand image in generating brand trust, brand prestige, brand love, and brand loyalty

This research aims to identify the influence of Victoria’s Secret’s rebranding of brand loyalty by assessing its brand trust, brand prestige, and brand love. This research was conducted using a quantitative approach through an online survey and descriptive statistics with PLS- SEM to analyze the data. The results show that Victoria's Secret’s rebranding brand image has a positive influence on brand trust, brand prestige, and brand love; brand trust in Victoria’s Secret’s rebranding brand image does not have a positive effect on brand loyalty, and brand prestige and brand love of Victoria’s Secret’s rebranding brand image has a positive effect on brand loyalty.

Linking Masstige Marketing with Masstige Value: A Study of Customers’ Views from an Emerging Market of Pakistan

Masstige has become integral concept for luxury sector. Studies on this theme are scant, particularly in the masstige sector. This study aims to understand the role of consumer behavior attributes measured through Consumer Attitude (CA) and Consumer Hedonic Motivation (CHM) by examining the relationships between Masstige Marketing (MM) and Brand Prestige Value (BPV). Data was collected from 500 Apple’s MacBook consumers through questionnaire and model was analyzed using partial least squares - structural equation modeling (PLS-SEM) approach. The obtained data was evaluated using SmartPLS software. Results showed that there is a positive relationship between MM and BPV and the link between MM and BPV was partially mediated by CA and CHM. From a practical point, the relationship between masstige marketing and consumer behavior attributes provides a clue on how masstige brands can enhance prestige value of the brands for the masses. Current study contributes to the literature by providing a theoretical framework and empirical evidences for predicting and explaining masstige brands consumers’ behavior. From managerial aspect, current study identified critical components that are mandatory to enhance brand prestige value and discussed the implications of predictive elements on developing masstige marketing strategies that increase consumer’s positive behavior towards the masstige brands. Keywords: masstige marketing, consumer behavior attributes, consumer attitude, consumer hedonic motivation, brand prestige value.