Conspicuous Value Research Articles

From Exclusivity to Accessibility: Factors Influencing Masstige Purchase Intentions

Unorthodox marketing of luxury products and services has given rise to the concept of new luxury. Luxury firms are now focusing more on the middle class through 'masstige marketing,' a strategy that combines luxury and mass appeal, in order to tap into a lucrative commercial potential. The purpose of this strategy is to enhance the accessibility of luxury brands to a broader demographic, specifically targeting the demands and preferences of the middle class. This study aims to explore the influence of factors such as conspicuous value, benign envy, bandwagon motivation, and snob motivation on masstige purchase intention. By employing Smart PLS to analyse the research data, the results showed that while benign envy and bandwagon motivation significantly affect tourist masstige purchase behaviour, snob motivation and conspicuous value have no influence on masstige purchase intention. The contribution of this research to consumer decision-making in relation to hotel management literature and further research directions are also discussed.

Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption

PurposeAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.Design/methodology/approachThe study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.FindingsFindings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.Originality/valueThe study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.

Consumer segmentation of the affordable luxury apparel market in India

Affordable luxury is developing at a rapid pace in a developing country like India. Growing number of HNIs and urban middle-class, which has a penchant for luxury brands, are some of the reasons for the growth of affordable luxury brands. Different consumers purchase these brands to satisfy different needs. Some do it for self-actualisation, some purchase luxury brands for their hedonic value and some for their conspicuous value. This paper discusses how the Indian consumer can be segmented into different groups according to some defining parameters. 300 respondents were interviewed across the Indian cities of Delhi, Mumbai, Bangalore, and Kolkata. Cluster analysis was done to segment the consumer groups and define them further.

Conspicuous value and luxury purchase intention in sharing economy in emerging markets: The moderating role of past sustainable behavior

ABSTRACT In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention.

Subjective theories of illness in fibroid and endometriosis patients: Similarities, differences, and influencing factors

Introduction: The aim of this study was to compare the subjective theories of illness in patients with fibroids and patients with endometriosis, and to identify potential factors influencing them. Methodology: Participating patients were recruited via three specialized centers for fibroids and endometriosis. To assess their subjective theories concerning the cause of their illness, we used a questionnaire based on the revised Illness Perceptions Questionnaire (IPQ-R). We also gathered and evaluated data relating to sociodemographic factors and psychological distress or possible anxieties using the Kessler Psychological Distress Scale (K10) and the Generalised Anxiety Disorder Assessment (GAD-7). Results: We were able to analyze data from 201 patients with fibroids and 212 patients with endometriosis. About 94.4% of the patients had one or more subjective theories concerning the cause of their illness. Both groups perceived “stress or worry” to be the most probable cause of their illness. Compared to endometriosis patients, patients with fibroids were more likely to assume “aging” and “heredity” as the cause of their illness. Endometriosis patients, on the other hand, were more likely to choose theories pertaining to the “environmental influences and immune system” category. The patients’ age, formal education, and conspicuous score values in the K10 or GAD-7 questionnaire proved to be important factors influencing their beliefs about the cause of illness. Conclusion: Patients perceive stress and psychological strain as possible causes for their illness. It might be beneficial to take this information into account in conversations between doctors and patients and when drawing up psychosomatic-gynecological treatment plans.

Perceived luxurious values and pay a price premium for Michelin-starred restaurants: A sequential mediation model with self-expansion and customer gratitude

Enlightened from self-expansion and social exchange theories, we investigate how customers’ perceived luxurious values at Michelin-starred restaurants could be translated into paying a price premium through self-expansion and customer gratitude. Data was collected from eight Michelin-starred restaurants to verify our model using multilevel modeling with Monte Carlo simulations. We found that unique, social, and functional values were the essential values for willingness to pay a premium. In contrast, the conspicuous value had neither direct nor indirect effect when considering all the other perceived values. Also, we found that customer self-expansion and gratitude were two significant mediating mechanisms. The association of social and hedonic value and pay a price premium would be only mediated by self-expansion, whereas the association of functional value and pay for price premium would be mediated by both self-expansion and customer gratitude. The sequential mediation effect was also found from unique, social, and functional values.

The Implication of Self-Relevant Value and Value of Travelling Consumption on Propensity to Share Electronic Word of Mouth of Traveler

This study aims to examine the effect of 3 dimensions of self-relevant value (Reflected Appraisal of Self, Conspicuous Value, and Self-Image Congruity) and 3 dimensions of value of traveling consumption (Desire for Experience Travel, Need for Uniqueness, and Social Esteem) on the tendency for someone to share their experiences on social media (e-WOM). To answer the research objectives, this study uses a quantitative research design using cross sectional time dimension of the study. The questionnaire was used as a sample data collection tool, in which the sampling was done purposively. The data collection method used in this study is by distributing online questionnaires by inserting questionnaires into Google Form, then online questionnaires are distributed through social media such as Facebook, Instagram, and WhatsApp. Appropriate respondents to fill out this questionnaire are people who have visited popular tours in Indonesia, especially young tourists. Data analysis method is planned using Multiple Regression Analysis. The results show that four of the six hypotheses are proven in this study. There are two hypotheses that are rejected, specifically the relationship between conspicuous value on propensity to share e-WOM, and the relationship between self-esteem on propensity to share e-WOM. This study gives a contribution to the body of knowledge on the relationship between self-relevant value and desire to experience travel concepts on propensity of travellers to share their experience on the electronic Word of Mouth (e-WOM).

Role of conspicuous value in luxury purchase intention

Purpose Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention. Design/methodology/approach Data were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS. Findings The findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness. Originality/value This is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

Influencing Factors of Chinese Consumers’ Purchase Intention to Sustainable Apparel Products: Exploring Consumer “Attitude–Behavioral Intention” Gap

As the rapid economic growth and over-consumption within the largest population worldwide has resulted in harmful environment deterioration, a shift to more sustainable consumption behaviors is required in China. Although public interests in sustainability have increased and consumers’ attitudes are positive, their behavioral intentions are not consistent with attitudes. This study aims to uncover psychological drivers and barriers (consumption values, social norms, and attitudes to sustainable apparel products) of Chinese consumers’ behavioral intentions toward sustainable apparel products (SAP) by exploring the attitude–behavioral intention gap. Online survey data were used to examine the moderating impacts of consumption values and social norms on relationship between Chinese consumers’ attitudes and behavioral intentions toward SAP. Results from moderating regression analysis suggest that (1) Chinese consumers’ SAP attitudes had a strong positive effect on the purchase intention toward SAP, (2) aesthetic values positively moderated the relationship between the SAP attitude and purchase intention, whereas conspicuous values negatively moderated the relationship, and (3) utility values and social norms did not show any significant moderating influences on the relationship between the SAP attitude and purchase intention. Our study validates the attitude–behavior gap model in sustainable consumer behavior and discusses how the current findings can assist researchers and practitioners in the Clothing and Textiles field alike to fine-tune sustainable programs and marketing strategies in China.

Chinese Consumers Conspicuous Perspectives: The Context of Smartphone Purchase Behavior

This study investigated the key antecedent factors of Chinese consumers attitudes towards smartphones, focusing on the conspicuous value. An analytical framework with three key themes in the smartphone purchasing attributes in relation to the conspicuous attitudes was validated based on Structural Equation Modelling (SEM) using 426 survey data collected in China. It has been found that ‘conspicuous value’ was the basic perception which has a relation with three key factors, ‘fashionableness’ and ‘innovativeness’, and ‘instore shopping atmosphere’ in smartphone purchasing attributes. This implies that the analytical framework developed from this study is applicable to the research topic as a useful analytical tool kit. From the empirical study based on this framework, it has been found that only ‘fashionableness’ has the significant impact on their purchase intention, whereas, ‘innovativeness’ and ‘instore shopping atmosphere' did not have a significant impact on their purchase intention of smartphones. Chinese consumer behavior from the cultural context has attracted researchers so far, however, the practical and feasible analytical framework covering the cultural aspect and smartphone attributes has been lacked. This study proposed a practical analytical framework with the Chinese cultural value ‘conspicuousness’ and focus on the smartphone shopping attributes. Moreover, the empirical research outcome with the survey data based on the proposed framework can provide actionable implications for the relevant marketers and researchers.

Determinants of Luxury Purchase Behaviour: A Study of Young Indian Consumers

Indian luxury market is expected to grow tenfold in the next decade. Young consumers are the key factor driving the growth of Indian luxury market. Yet, hardly any study has been performed to understand young consumers' luxury consumption behaviour in India. Therefore, the main objectives of this study is to examine firstly, the influence of personal and non-personal luxury values on consumers' attitude and subjective norms and secondly, the influence of these variables on consumers' purchase intentions and behaviour towards luxury fashion goods using theory of reasoned action (TRA). Results show that hedonic value is the key predictor of young consumers' attitude towards purchase of luxury fashion goods. In addition, conspicuous value and social value are found to have positive impact on consumers' subjective norms. The findings of this study have important implications for both academicians and practitioners.

Factors Affecting Consumer Buying Behaviour towards Gold Jewellery

Indian gems and jewellery industry has undergone major structural changes. The consumer today demands along with best service terms the best value offers and expects the retailer to be honest enough through transparent business activities. There has been considerable change in the thought pattern of consumer towards jewellery purchase. Indian consumer buys jewellery for several reasons varying from investment to conspicuous value to hedonic value. Indian customers love for gold and jewellery is quite well acclaimed and known fact. At this backdrop the study pertains to identify the various factors affecting consumer buying behaviour towards gold jewellery. The respondents selected for the study were 500 affluent females, divided into three age groups – 18 to 30 years (25%) , 31 to 40 years (43%)and 41 years and above (32%). Further the sample was categorized on basis of Occupational status as working (70.7%) and non working (29.3%) and Educational background as graduate (43%) and post graduate (57%).The selected women were requested to respond to the queries enlisted in the questionnaire annexed as Appendix 1. Chi square and Factor analysis through SPSS has been used as the data analysis tool.

Exploring relationship between value perception and luxury purchase intention

Purpose Although India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption among this generational cohort. Therefore, the purpose of this paper is twofold: first, to develop and empirically test the conceptual framework designed to measure the relationship between luxury value perceptions and purchase intentions among the young Indian luxury consumers, and, second, to examine the moderating effect of gender in the relationship between luxury value perceptions and purchase intentions. Design/methodology/approach A purposive sampling technique was employed to collect the data from young luxury fashion consumers. Statistical tests including confirmatory factor analysis, multi-group analysis and structural equation modeling were applied for data analysis. Findings The findings show that the conspicuous value is the most significant determinant of luxury purchase intention followed by the experiential value, susceptibility to normative influence and utilitarian value. The uniqueness value was found to have weak relationship with purchase intention. Furthermore, results revealed that the relationship between the luxury values and the luxury buying intentions does not vary significantly between male and female. Originality/value This is one of the first studies that provides meaningful insights to the academicians and marketing practitioners about why millennials buy luxury fashion brands in emerging markets like India.

Conspicuous diffusion: Theorizing how status drives innovation in electric mobility

This paper explores how conceptions of luxury and status affect the manner in which a relatively novel technology—an electric vehicle— diffuses across societies. To do so, it combines Veblen’s notion of conspicuous consumption and Roger’s diffusion of innovation by proposing a new theoretical variation, which we term “conspicuous diffusion.” The paper sketches natural connections between the two theories, namely how conspicuous consumption relates to technological and societal development, and how diffusion of innovation is intrinsically connected to status. In combining these approaches, we hypothesize that the success of an innovation is guided by its adherence to the canons of conspicuousness and conspicuous value, which it loses as the innovation diffuses across the population. To illustrate the explanatory power of conspicuous diffusion, we examine the status of electric vehicles in the Nordic region, based on original data from multiple methods, including expert interviews and focus groups. We find that conspicuous diffusion can explain previous failures and current successes of electric vehicle diffusion patterns. The paper concludes with recommendations for policymakers, industry, and academia.

Effect of value perceptions on luxury purchase intentions: an Indian market perspective

ABSTRACTIndia is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.

The Erotics of Scenario. On the Construction of the Subject in Postmodern Theatre

Abstract Set in the postmodern culture cadres that Lyotard talked about twenty years ago, we are witnessing an accelerated mistrust of a conspicuous value. In fact, all this mistrust has occurred amid a radical overthrow of the way we were accustomed to perceiving the values of modernity. Having its starting point in philosophy, falling into disuse that postmodernity propose grows like a wave that appeared after a stone was thrown into the water. Theatre has not escaped from postmodern articulation, and its subjects have inevitably passed through the postmodern reconfiguration filter. In this article, we will talk about the subject of eroticism, trying to outline our thesis on the idea that the comprehensive synthesis of the receiver in relation to the postmodern performance is based on the construction of the subject folded on the identification of some indicators. Considered as a cultural construct, eroticism is eliminated through its discourse and requires scenarios to be fully understood and recognized. The question inevitably arises: to what extent can we talk about these scenarios in the postmodern performance?

Attractiveness, Purchase Intention, and Willingness to Pay More for Global Brands: Evidence from Turkish Market

ABSTRACTEmerging markets (EMs) are increasingly becoming significant in income growth for Multinational corporations (MNCs). Therefore, what affects the consumer perceptions and behaviors toward global brands in EMs is a fundamental question to answer for MNCs. There is a remarkable literature on global brands in EMs however there is little evidence specifically upon bandwagon effects. This study aims to fulfil this gap and examines the effects of bandwagon consumption, conspicuous value and social value on consumer attitudes towards the global brands. In the study, data were collected via face-to-face questionnaire from a sample of 458 university students, and Structural Equation Modelling (SEM) was used to test the research hypotheses. As a result, it was found that bandwagon consumption, conspicuous value, and social value have positive impacts on brand attractiveness, purchase intention and willingness to pay more for global brands.

The Conspicuity Benefits of Dynamic and Static Bicycle Taillights at Night

A total of 729 bicyclist fatalities and approximately 50,000 bicyclist injuries were reported in the United States in 2014. Of the bicyclist fatalities, roughly 50% involved crashes that occurred at civil twilight or after dark (National Center for Statistics and Analysis, 2016). Also regarding bicyclist fatalities, Hutchinson and Lindsay (2009) found that the majority of bicyclists’ deaths resulted from collisions where the cyclists were hit from behind, especially at night, after investigating Australian bicycle/motor vehicle crashes. In addition, Bil, Bilovaa, & Muller, (2010) found that the highest percentages of cyclists’ fatalities occurred on straight road segments (23%) and curved road segments (16%) after analyzing patterns found in 5428 cyclists/motor vehicle collisions in the Czech Republic.Bicycle taillights have been found to enhance nighttime conspicuity (for a review, see Kwan & Mapstone, 2004). However, there are several gaps in the relevant literature, such as whether there is an optimal ...

The obvious and hidden values of it-based peer assessment in management education

Feedback is one of the most influential factor when it comes to learning success of students. Especially large-scale classes at universities often lack feedback caused by the scarcity of resources. Even though a lack of feedback is problematic across all domains, it is especially crucial when aiming to educate future managers, who are supposed to lead team members by providing effective feedback. In this study, we use problem-based-learning and a constructivist learning environment using IT-based peer assessment (ITPA) in a large-scale class to support future managers with feedback during the teaching-learning process. By implementing ITPA, we ensure on the one hand that our students regularly receive feedback, and one the other hand, we additionally support our students in training their ability to provide constructive feedback. While the results of our research show that the conspicuous value of ITPA is the increase of the students learning success and the hidden value is that at the same time the students train their ability to provide feedback. Specifically, our results show that participating in ITPA could lead to an increase in knowledge on the content of the class of about 28% on average. Furthermore, the students’ ability to provide feedback – measured twice, self-reported and as quality of the feedback received – increased significantly during the semester.

Analisis Faktor Yang Mempengaruhi Niat Pembelian Kembali Produk Mewah Merek Louis Vuitton Di Jakarta

The development of the fashion industry becomes very important in various circles both among the young and the aged. This industry has grown rapidly, both women and men’s fashion. The rapid advancement of information technology and is also one of the causes of fashion has penetrated into all levels of society, including in Indonesia. Already a lot of people who want to look nice and different from other people in the surrounding areas, especially in the association, appearance is important to note, even the appearance usually be supported with branded products are also exclusive. This research aims to analyze the effect of hedonism, materialism, social status, conspicuous value, uniqueness value, price perception, quality of product on the intention to repurchase luxury product brand Louis Vuitton (LV) in Jakarta. This research was conducted using a quantitative approach with a survey method and the data was collected using questionnaire which were distributed to 250 respondents in Jakarta. The data analysis methods used in this study are multiple linear regressions, the classical assumptions test, and hypothesis testing. The results showed that all the hypotheses were supported. The conclusions of this research are, the hedonism, materialism, social status, conspicuous value, uniqueness value, perception of price, quality of product has a positive effect on the intention to repurchase luxury product brand Louis Vuitton (LV).