Luxury Brand Marketing Research Articles

The Impact of Little Red Book Key Opinion Leader Characteristics on Young Consumers' Intention to Purchase Luxury Goods

In the era of globalization, marketization, and intelligent development, Xiaohongshu, as a mainstream social media platform with a large volume in China, is committed to the development of Key Opinion Leader (hereinafter referred to as KOL) to attract traffic and increase the conversion rate of purchase. Therefore, in the online marketing of luxury brands, KOL with different characteristics of Little Red Book plays an important role in whether young consumers are willing to buy. Nowadays, under the wind of Influencer marketing, the competition of KOL group is very fierce, the content paradigm tends to be homogenized, the cost of transferring consumers' attention is low, and KOL has its distinctive features and personalized characteristics to stand out, attract the traffic, and get consumers' attention. This paper takes influencer marketing as the background to study the influence mechanism of Little Red Book KOL characteristics on young consumers' willingness to buy luxury goods. The research results show that young luxury consumers are more likely to be influenced by their recommendation information when they have purchase demand and are familiar with opinion leaders to a certain extent.

Luxury Brand Marketing Strategy - Taking Chanel as an Example

Luxury Brand Marketing Strategy - Taking Chanel as an Example

Research on the Current Status, Approaches, and Development of Brand Marketing in Social Media Platforms: An Analysis of Luxury Brand Marketing on TikTok Platform

The purpose of this paper is to discuss the current situation, methods, and development trend of brand marketing on social media platforms and take the marketing behavior on TikTok platform as an example to deeply analyze the marketing strategies of luxury brands on this platform. Through the comprehensive use of various research methods such as literature review, case study and data analysis, this paper systematically combs through the current situation of brand marketing on the TikTok platform and focuses on the marketing behaviours of two luxury brands, Van Cleef & Arpels and Tiffany, on the TikTok platform. It is found that the TikTok platform provides a wide space and possibility for brand marketing with its unique short video format and precise user positioning. Through creative content, KOL cooperation, user interaction, and other methods, luxury brands have effectively enhanced brand awareness and user stickiness. At the same time, with the continuous improvement of the functions of TikTok platform and the changing needs of users, the methods and strategies of brand marketing are also constantly innovating and developing. The results of this paper provide useful references and insights for the marketing practices of luxury brands on social media platforms and promote the research on brand marketing strategies on social media in the era of digital economy.

Role of key demographic factors in consumer aspirations and luxury brand preference

The desires of consumers as individuals are largely shaped by their aspirations in life, which play a crucial role in deciding their brand preference, but very few studies have focused on the demographic difference in aspirations and its relationship with brand preference, especially in the context of luxury brands, for the consumers in the emerging markets. This paper aims to empirically assess the role of key demographic factors (gender, age, and income) in influencing the aspirations of consumers in India, an emerging market, and their preference for luxury branded products. The hypotheses were developed based on the review of the extant literature and tested through t-test and ANOVA along with the moderation test using PROCESS extension in SPSS 22.0. The study included data collected from 915 Indian consumers, in Tier-1 and Tier-2 cities, with prior experience of buying luxury branded products in the fashion segment through a self-administered questionnaire. The results demonstrate that the aspirations, both intrinsic (F = 8.185; p = 0.004) and extrinsic (F = 7.14; p = 0.007) and luxury brand preferences (F = 5.762; p = 0.017) of males and females differ significantly. However, demographic factors of gender (R2 = 0.137; p > 0.05), age (R2 = 0.130; p > 0.05), and income (R2 = 0.132; p > 0.05) were not found to have any moderating effect on the relationship between luxury brand preference and aspirations. The results of the study would help luxury brand marketers to develop their strategic plans for marketing activities by providing insights into the differences in the desires and preferences of their customers.

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.

Marketing Strategies for Luxury Brands in the Chinese Market: Based on the Evolution of Consumer

This paper explores the development and evolution of luxury brand marketing strategies in the Chinese market from 1992 to the present through a diachronic analysis. It divides the development of China's luxury market into four phases: the initial entry period, the golden development period, the localization period, and the global leadership period. This paper explores the evolution of consumer psychology by analyzing consumers' views on luxury goods and the meaning of luxury consumption to consumers in different periods. Based on this, this paper delves into how the marketing strategies of luxury brands in China have changed in response to the changes in consumer psychology, and explores the dual relationship between the marketing strategies of luxury brands and the psychology of consumers from a macro-historical perspective. The paper has found that Chinese traditional culture and Western values have jointly shaped consumer behavior, reflected in the pursuit of social value and individual expression through luxury goods. Luxury brands, on the other hand, continue to inject fresh impetus into their growth in the Chinese market through constant localization, digitalization, and youthful marketing strategies.

Role of Celebrity Endorsement in Luxury Brand Marketing: A Study of Consumer Preferences in China

Purpose: The aim of the study was to investigate the role of celebrity endorsement in luxury brand marketing: a study of consumer preferences in china Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study on celebrity endorsements in luxury brand marketing in China revealed that celebrities significantly shape consumer preferences. Cultural relevance is crucial, as celebrities admired by Chinese consumers have a stronger impact. Aligning the celebrity's image with the brand's values enhances credibility. Authentic endorsements, perceived as genuine, are more effective. Overall, the study emphasizes the influential role of celebrities in shaping consumer perceptions of luxury brands in China. Unique Contribution to Theory, Practice and Policy: Social identity theory, self-congruity theory & information processing theory may be used to anchor future studies on the role of celebrity endorsement in luxury brand marketing: a study of consumer preferences in china. It emphasizes the need to tailor endorsement strategies to Chinese cultural values, prioritize authenticity, leverage social media platforms, and invest in long-term partnerships with celebrities. From a policy perspective, the study underscores the importance of transparency, ethical standards, and consumer protection in celebrity endorsement agreements within the Chinese market.

The Impact of Digital Transformation on Luxury Brand Marketing and Consumer Experience

This research explores the transformative effects of digital innovation on luxury brand marketing and consumer experience. It focuses on how luxury brands like those within the LVMH Group have integrated digital strategies such as e-commerce, social media, and artificial intelligence (AI) to maintain exclusivity and engage consumers. The paper highlights how digital transformation is reshaping marketing strategies and redefining customer experiences. By analyzing case studies and current market trends, the research reveals how digital technologies present both challenges and opportunities for luxury brands to balance their heritage and modernity in an increasingly digital world.

The Impact of Social Media Marketing on Gen Z’s Fashion Consumption: Trends, Consequences, and Strategies

This research project explores the intricate relationship between social media marketing, Generation Z consumers, and the fast fashion industry. It investigates how social media platforms have revolutionized marketing strategies, particularly in the fashion sector, and examines their profound influence on Gen Z's purchasing behaviors. The study begins by analyzing the power of social media marketing, discussing how it humanizes brands, leverages trends, and facilitates direct engagement with consumers. It then delves into the SUCCES model of creating sticky ideas in marketing, relating these principles to successful social media campaigns in the fashion industry. A significant portion of the research focuses on the rise of fast fashion and its consequences. It examines how social media accelerates fashion trends and consumption patterns, leading to environmental degradation and social issues in the garment industry. The project presents startling statistics on waste generation, carbon emissions, and water consumption in fast fashion production. Furthermore, the study investigates the labor issues prevalent in the fast fashion industry, including poor working conditions, wage violations, and the persistence of child labor. It highlights how the complex global supply chains often obscure these ethical concerns from consumers. The research also explores luxury brand marketing strategies targeting Gen Z through social media, discussing techniques such as influencer partnerships, visual storytelling, and exclusive content teasers. It analyzes how these strategies align with Gen Z's values and preferences.

Research on Cross Border Marketing Strategies for International Brands in the Chinese Market

The revenue and profit of the luxury goods industry have been increasing continuously in recent years. Growth continues even during COVID-19. This paper adopts literature review method, takes international luxury brands as the research object, and studies the marketing strategies of luxury brands. Starting from macro environmental analysis, it analyzes the cross-border marketing environment of International luxury brands and then points out the shortcomings of their cross-border marketing, including cross-border neglect of innovation depth, Poor choice of co-branding, and a lack of systematic channel cross-border. Finally, some improvement suggestions are put forward for the cross-border marketing of international luxury brands. Luxury brands should dig out the brand connotation of cross-border culture, expand the diversified operation of cross-border channels, and enhance the effectiveness of cross-border marketing communication. This can increase the added value of the brand, increase brand awareness, and attract more potential consumers.

Unlocking the Secret of NFTs in China: The Role of NFT Characteristics in Purchase Decision Making

Non-fungible tokens (NFTs) are scarce digital assets, whose limited supply significantly affects consumers’ product perception and purchase behavior. Few studies have examined consumers’ cognitive evaluations and purchase intention towards NFTs in the context of Chinese luxury fashion brands. This paper aims to close this gap by investigating the impact of consumers’ cognitive perceptions (i.e., perceived scarcity, perceived uniqueness, and perceived value) and personality trait (i.e., need for uniqueness) on their purchase intention towards luxury fashion NFTs. The mediating effect of perceived value between perceived uniqueness and purchase intention was also tested. A total of 251 valid questionnaires were collected via purposive sampling and analyzed using partial least squares structural equation modeling. Drawing on the commodity theory, significant relationships were found between scarcity, need for uniqueness, the resulting cognitive factors (perceived uniqueness and perceived value) and purchase intention. Chinese consumers perceive the NFTs of luxury brands to be scarce and need uniqueness, which enhances their perception of uniqueness and consequently, their perception of value. Perceived value then positively affects purchase intention, which supports the mediating role of perceived value. This study validates the importance of scarcity for NFTs from luxury fashion brands in China, providing valuable references for luxury brand marketers and academicians.

Strategies and Effects of Luxury Goods in Metaverse Market Marketing: A Study from the Perspective of Consumer Engagement and Brand Awareness

The metaverse, an aggregated virtual shared environment born from the intersection of breakthrough technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), emerges as a revolutionary stage for brand advertising. The advent of the COVID-19 pandemic expedited digital transformation, compelling brands to venture into creative marketing strategies within this virtual arena. While few studies have forayed into metaverse marketing, a holistic understanding of marketing techniques and their efficacies, especially in luxury brands, remains largely uncharted. This research addresses this lacuna, probing consumer behavior, and luxury brand promotional strategies within the metaverse while gauging their influence on market performance. This study adopts a hybrid research approach amalgamating survey questionnaires and literary analysis. Findings highlight a significant youth demographic within the metaverse. However, they simultaneously reveal that the degree of engagement and recognition of luxury brand promotional initiatives within this virtual world is relatively modest. This research also proposes that present luxury brand promotional strategies exert limited sway over actual purchasing decisions within the metaverse, signaling the necessity for further innovative and adaptive strategies to cater to this novel market landscape. With additional insights and in-depth observations, this research expands the understanding of luxury brand marketing in the metaverse, providing an empirical basis for further study and strategic development in this rapidly evolving digital environment.

How Brand Ambassador and Social Media Marketing of Luxury Brand Affect Purchase Intention of Generation Z in Jakarta

The growth of fashion luxury brands has been remarkable in recent years. Indonesia has emerged as a prominent market for luxury goods, witnessing an 84% surge in sales, making it the leading online luxury goods sales market in Asia. This research focuses on Generation Z consumers in Jakarta due to their increasing economic influence and potential to account for a substantial portion of luxury goods sales by 2025. As social media becomes a ubiquitous platform for communication and marketing in Indonesia, businesses increasingly utilize Social Media Marketing to engage with consumers. Luxury brands have also embraced social media to transform their communication strategies, shifting the balance of power from marketers to consumers. The role of a brand ambassador goes beyond mere endorsement, as they actively promote the brand on their platforms, fostering trust and imitation. However, previous research on brand ambassadors' impact on purchase intention yields contradictory results. Therefore, this study aims to investigate the specific relationship between luxury brand ambassadors and purchase intention. The research objectives are to examine the positive effects of luxury brand marketing campaigns, specifically Brand Ambassador and SMM, on the purchase intention of Generation Z consumers in Jakarta. The findings of this research will benefit the marketing departments of luxury brands preparing strategies for the Indonesian market. Furthermore, it will contribute valuable insights to future studies on luxury brand purchase intentions, with potential applications for marketing strategists targeting the Indonesian luxury market, particularly Jakarta. Ultimately, this study aims to shed light on the impact of brand ambassadors and social media marketing on luxury brand purchase intentions among Generation Z consumers in Jakarta. Based on the statistical data analysis, the research concludes that both brand ambassador and social media marketing exert significant and positive influences on luxury brand purchase intention.

النية الشرائية والعلامات التجارية الفاخرة: دراسة حول سلوك المستهلك في المملكة العربية السعودية

In today's rapidly evolving global landscape, understanding the role of aspirations in shaping consumer behaviour is critical, given the significant role that aspirations play in social psychology. Luxury marketing agencies recognise the importance of intrinsic and external aspirations and consider them when designing marketing campaigns. This research explores the concept of the moral, material, and functional value of luxury brands to consumers and the intrinsic and external aspirations that drive consumers' preferences for luxury brands. Using a descriptive-analytical approach, a questionnaire was administered to 51 respondents. The study found that income is a significant determinant of consumers' intention to purchase luxury brands, with consumers considering their monthly income when making purchasing decisions. Additionally, the study identified the search for quality as the most important intrinsic aspiration for purchasing luxury brands, while pride, exclusivity, and distinction were the primary external aspirations. These findings provide valuable insights into the motivations and attitudes of luxury brand consumers, which can inform effective marketing strategies. The research recommends consumers who have different motivations for buying luxury brands, such as merging with the group, excellence, or purchasing power, to be careful not to over-consume or overspend on luxury brands. They should also be mindful of the environmental and social impacts of their consumption choices, and try to balance their personal preferences with ethical and sustainable practices. Luxury brand marketers should be aware of the changing consumer values and attitudes towards luxury brand consumption, especially among younger generations who may not be as influenced by social status or popularity as older generations. This may require them to innovate and adapt their products and services to meet the changing needs and preferences of consumers.

Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium

PurposeThis research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty.Design/methodology/approachA large online consumer panel was used to conduct an online survey of 381 consumers. Partial least squares structural equation modeling was adopted for hypothesis testing.FindingsThe study's outcomes indicated that (1) perceived interactivity and perceived openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4) parasocial interactions (but not consumer empowerment) positively influence brand loyalty.Research limitations/implicationsThe study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature. More specifically, the study reveals the process of how social media brand communication and engagement reinforce luxury brand outcomes through parasocial interactions and consumer empowerment. In addition, the study provides empirical evidence to delineate the role of interactivity and openness in enhancing social media brand communication. Moreover, the study extends past research that emphasized initial adoption outcomes such as attitude and purchase intention by probing luxury brand loyalty and willingness to pay a premium.Practical implicationsBy effectively strategizing social media marketing, luxury brand marketers can promote brand loyalty and willingness to pay a premium. Luxury brand marketers should concentrate on establishing parasocial interaction with consumers by designing optimal social media brand communication and engagement. To this end, luxury brand marketers should consider integrating the elements of interactivity and openness in their communication with consumers.Originality/valueThe study offers valuable insights for luxury brand marketers aiming to capitalize on the potential of social media marketing to enhance their revenue generation and customer retention. The study advances past luxury branding research by validating the role of consumer empowerment and parasocial interactions in luxury brands' social media marketing.

Analysis of the Online Marketing Model of Luxury Brands: Dior as an Example

With the continuous increase of China's per capita income, it has gradually transitioned from the past subsistence consumption level to the current well-off level, and the purchasing ability of consumers has gradually improved, so luxury goods in China are becoming more and more popular, making China become one of the largest consumer countries. However, due to the raging epidemic and fast fashion brands, the rapid rise of light luxury brands, and the Internet, the development of luxury goods in China is also in a dilemma. To adapt to the development of new media, luxury brands have accelerated the layout of online markets to cater to consumers' shopping habits. Therefore, the research on the online marketing model of luxury brands has particular practical significance. In this paper, Dior is the main body to analyze it. Firstly, it introduces the background and competitiveness of the target brand Dior and expounds on the current situation of luxury online marketing in China by analyzing the marketing methods of Dior in the different modes of traditional and new media. In addition, the effect of Dior in the network marketing mode is shown and evaluated. Finally, the future development prospect of the online marketing of luxury brands is put forward.

Analysis of Marketing Strategies of Louis Vuitton Based on The Marketing Theory of 4Ps

Increasing economic development and disposable income are transforming China into a middle-class society. As more and more people are able to meet their basic needs (e.g., leisure and employment), they are more inclined to pursue luxury products to fulfill their material needs. Consequently, luxury brands should use effective marketing strategies to attract as many potential consumers as possible to maximize their chances of tapping into this huge market. Therefore, this essay aims to provide insight into luxury brand marketing strategies in China, using the example of Louis Vuitton. The article adopted the 4P marketing model to identify the successful marketing strategies for LV through price, product, promotion, and place, as well as to provide additional advice on the existing strategies. While the research clearly indicates that these marketing strategies are efficient, LV should also take precautions to avoid diverting its target market from high-end consumers, do more research on their ambassador choices, co-brand with more native Chinese designers, and launch more China-exclusive special edition products.

Social media marketing activities and luxury fashion brands in the post-pandemic world

PurposeSocial media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.Design/methodology/approachThis study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.FindingsThe findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.Originality/valueThis study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.

The impact of self-identification with global consumer culture on eWOM generation: a test of global consumer culture theory

ABSTRACT Generating positive electronic word-of-mouth (eWOM) has become a goal of many advertisers, including many brands in the growing global market for luxury brands. To better understand factors related to the generation of eWOM in this market, a cross-cultural study investigating the factors associated with eWOM is conducted. Data was collected from two nations, Iran and the U.S. through an online questionnaire to examine whether consumers’ level of self-identification with global consumer culture (along with other factors) plays a key role in generating eWOM. Findings of this research are supportive of global consumer culture theory in that they suggest that there is a cross-national segment of luxury consumers who are influenced by similar factors both within the two countries and across the pooled sample from both countries. Specifically, we find that in addition to being exposed to global culture eWOM, materialistic and cosmopolitan, self-brand expression is important to this group and contributes to eWOM generation. Our findings suggest that appeals consistent with global consumer culture, can allow global luxury brands to enhance eWOM in a way such that these consumers help to promote their brands.

NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior

AbstractIndustry 4.0 technology enables luxury fashion brands in the virtual market to quantify the value of digital items in the metaverse; thus, brands can maintain their reputations, ensure consistent and integrated luxury brand marketing, and attract new consumers in the virtual market. Understanding consumer behavior toward buying digital assets (i.e., nonfungible tokens [NFTs]) is important. By using blockchain‐based NFTs as a way to verify the authenticity of digital assets in the virtual market, luxury brands can maintain their reputations and help consumers protect their digital assets. Thus, developing global marketing strategies supported by this technology is important for the success of luxury fashion brands in the metaverse. We conducted analyses to explore consumer behavior in the metaverse with regard to blockchain‐based luxury NFTs. The findings reveal the psychological evaluation process as a mechanism that drives consumer behavior toward NFT luxury brand fashion items in global virtual markets. The empirical findings also extend the application of game theory and prospect theory by revealing the psychological evaluation of risks associated with (not) buying luxury fashion NFTs as another mechanism driving consumer behavior in the metaverse.