Luxury Perceptions Research Articles

Shaping digital luxury perception: The impact of curvature in website design

Design-oriented studies play a pivotal role in shaping the future of hospitality, as they directly influence guest experience, operational efficiency, and even brand identity. This research pioneers the exploration of how font and corner curvature—two indispensable elements of website graphic design—affect the perception of luxury in digital branding through hedonic values and readability. Utilizing a mock-up luxury hotel website, we examined the effects of corner and font curvature through an experiment with 182 participants. The results show that: 1) both rounded corners and fonts increase the site's hedonic value, 2) rounded fonts improve readability, 3) hedonic value and readability significantly enhance luxury perception, and 4) sharp corners improve luxury perception. We recommend a combination of sharp corners and rounded fonts for luxury hotels, as sharp corners enhance luxury perception while rounded fonts improve readability and hedonic values. This approach balances brand identity with functionality and digital pleasure.

The COVID-19 pandemic’s effect on perceptions of luxury : A cross-cultural study

This paper is the first to explore the impact of the COVID-19 pandemic on consumer perceptions of luxury within different cultural contexts. Based on a sample of 181 subjects, this exploratory study analyses pandemic-driven shifts in perceptions of luxury among consumers in Russia and Germany, considering also the influence of age, gender and education. The paper compares its findings with those from previous research by Godey et al. As a long-term trend, the study finds that the terms ‘conspicuous’ ranked significantly lower in perceptions of luxury during the pandemic, as did ‘prestigious’, ‘extravagant’ and ‘snobbish’. Conversely, ‘exclusive’, ‘desirable’ and ‘emotional’ ranked higher. This paper also discusses the key differences between sociodemographic groups, and finds that cultural factors had the least impact on consumer perceptions. These findings have implications for the practice of luxury marketing.

Global Trends in Virtual Luxury: Examining Avatar Identification, Virtual Materialism, and Status Consumption in Online Gaming

Despite the global increase in online gaming with luxury fashion items, gamers’ purchases of these items in virtual environments remain understudied. Utilizing the diffusion of innovation theory, the research analyzes data from 268 Fortnite gamers in Fiji to understand the influence of avatar identification, materialism, and status consumption on purchasing in-game luxury fashion items. The study confirms positive relationships between relative advantage, compatibility, trialability, observability, and in-game luxury avatar identification by employing covariance-based structural equation modeling. It also highlights how materialism and status consumption drive the intention to purchase luxury items in-game, with gamer competence reinforcing the association between avatar identification and purchase intention. The findings offer a deeper theoretical understanding of luxury fashion consumption within the context of online gaming, a rapidly growing global phenomenon. The study provides fresh insights into luxury fashion consumption in online gaming, highlighting the applicability of diffusion of innovation theory across cultures and the changing perception of luxury in virtual spaces. Its findings are valuable for game developers, marketers, and luxury brands in developing and marketing in-game luxury items to a worldwide audience. This study enriches international marketing and digital consumer behavior literature and offers strategic directions for global digital gaming marketing.

Everything they touch turns to gold: Disabled social media influencers and perceptions of product luxury

This article initiates a debate on consumer perceptions of products promoted by disabled social media influencers. The findings of six experimental studies show that consumers consider products promoted by disabled (vs. nondisabled) influencers more luxurious. Further extending this effect, driven by perceived influencer uniqueness, this research also demonstrates that consumers are willing to pay a premium for products promoted by disabled influencers. The positive effect of disabled influencers on perceptions of product luxury is especially robust for consumers with a relatively strong belief in psychological contagion. Substituting a disabled influencer’s promotional post with a brand-generated post featuring a disabled model does not render the same effect, emphasizing the unique role of disabled influencers (vs. models) in advertising. This research demonstrates a critical contribution that disabled influencers can make to luxury advertising, thereby highlighting the need for companies to collaborate with such influencers in promoting luxury products.

Perceptions of Environmental Sustainability and Luxury: Influences on Organic Food Buying Behavior among Millennials and Generation Z in Greece

<p>The generational cohorts known as Millennials and Generation Z exhibit distinct behaviors and attitudes, differing significantly from older generations in various aspects including environmental perceptions and purchasing behaviors. Notably, organic foods are sometimes associated with luxury, as highlighted in existing literature. This study aims to explore how Greek Millennial and Gen Z consumers perceive the concept of luxury in relation to organic food products and how their views on environmental sustainability influence both their perceptions and purchasing behaviors. A structured questionnaire served as the research tool, utilizing the New Environmental Paradigm scale to assess respondents’ views on environmental sustainability. The data were analyzed using descriptive and inferential statistics, including tests for mean values, correlation coefficients, and regression models. The findings indicate that consumers’ perceptions of environmental sustainability positively impact their willingness to purchase organic foods. Additionally, there are noticeable differences between Millennial and Gen Z consumers in their perceptions of organic foods, and purchasing luxury foods positively correlates with the propensity to buy organic products. The findings of this research can be used by manufacturers and retailers in food sector.</p>

Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

Luxury brands have begun embracing livestreaming commerce since the COVID-19 pandemic. However, the current knowledge regarding the impact of livestreaming commerce on luxury perceptions remains limited. This study explores how luxury perceptions can be enhanced in livestreaming commerce by investigating the role of streamer characteristics. More specifically, we examine the role of parasocial interaction, self-streamer congruity, and social presence. A survey was conducted among 432 Chinese respondents who had previously watched livestreams for luxury brands. The findings indicate that parasocial interaction and actual self-streamer congruity positively impact luxury perceptions by fostering enhanced feelings of social presence, while ideal self-streamer congruity is not an influential factor. The conclusion of this paper discussed implications for marketers and researchers.

Perceptions of Environmental Sustainability and Luxury: Influences on Organic Food Buying Behavior among Millennials and Generation Z in Greece

Perceptions of Environmental Sustainability and Luxury: Influences on Organic Food Buying Behavior among Millennials and Generation Z in Greece

EXPLORING THE VIABILITY AND IMPACT OF VEGANISM IN LUXURY FASHION

As environmental concerns rise, luxury fashion brands are increasingly adopting vegan materials to create eco-friendly collections without compromising on quality or style. This study aims to explore the viability and impact of veganism in luxury fashion, focusing on its influence on consumer behavior, industry standards, and sustainability. A comprehensive review of secondary sources, including academic literature, industry reports, and sustainability assessments, was conducted to analyze the rise of vegan materials in luxury fashion. The study found that environmental awareness, ethical consumerism, and technological advancements are key drivers behind the increasing viability of vegan materials like Piñatex and Mylo in luxury fashion, despite challenges related to durability and environmental trade-offs. The adoption of vegan materials offers luxury brands a strategic opportunity to align with consumer demand for sustainability and ethical production, enhancing brand image and loyalty. Future research should explore the scalability of vegan materials, examine consumer perceptions of vegan luxury, and assess the long-term sustainability and lifecycle impacts of these alternatives.

Having less or saving more: the role of social responsibility perception in reducing guilt over luxury purchases

PurposeThis paper aims to challenge the notion that “having-less” – limiting consumption of scarce resources to a select few – represents a social responsibility route toward guilt reduction. It rather argues that “saving-more” – the purposeful pursuit of conscious and collaborative consumption – captures consumers’ true representations of responsible luxury which in turn reduces anticipated guilt.Design/methodology/approachSix experiments using different operationalizations of saving-more (vs. having-less) and a mix of fictitious and real luxury brands were conducted on real luxury buyers.FindingsThe findings demonstrate that saving-more (vs. having-less) leads to a stronger purchase intention; an effect explained by a higher responsible luxury perception and lower anticipated guilt associated with saving-more (vs. having-less). Furthermore, the ability of saving-more (vs. having-less) in building responsible luxury perception and reducing anticipated guilt is stronger (vs. weaker) when luxury is distributed based on deservingness (vs. entitlement).Research limitations/implicationsThis research proposes a novel distinction between two responsible luxury approaches: promoting limited consumption for business goals, that is, having-less and promoting conscious consumption for societal goals, that is, saving-more.Practical implicationsBrand managers can enhance responsible luxury perception and reduce consumer guilt through corporate communication, product communication and collaborative product accessibility modes. Managers must also convince consumers that their access to luxury is based on real achievements.Originality/valueThis study empirically invalidates the notion that merely invoking scarcity and rarity tactics is an expression of social responsibility. It integrates social responsibility and fairness accounts of guilt into a coherent theory of guilt over luxury consumption.

UNVEILING ZARA'S LUXURY PERSONA: A COMPREHENSIVE ANALYSIS OF SOCIAL MEDIA STRATEGIES AND CONSUMER BEHAVIOUR

This research paper delves into the evolution of luxury in the retail landscape and how Zara, a prominent player in the fashion industry, has strategically positioned itself within this paradigm shift. It examines Zara's social media strategies and their impact on consumer behaviour, elucidating how the brand has effectively cultivated a luxury persona through its digital endeavours. The paper begins by exploring the historical context of luxury in retail, tracing its evolution from exclusivity and heritage to accessibility and innovation. It highlights how globalization and digitalization have reshaped consumer perceptions of luxury, setting the stage for brands like Zara to redefine the concept. Zara's social media strategies emerge as a focal point of analysis, emphasizing the brand's adept use of platforms like Instagram, Facebook, and Twitter to engage with consumers in real-time. The paper discusses Zara's emphasis on user-generated content (UGC) and content curation, showcasing how these strategies contribute to the brand's luxury image by fostering authenticity and community. Furthermore, the paper delves into the intricate relationship between Zara's social media endeavours and consumer behaviour. It elucidates how Zara's aspirational content and seamless shopping experiences influence consumer decisions, driving brand loyalty and attracting new customers. The discussion also encompasses the role of social proof, scarcity tactics, and case studies to exemplify Zara's impact on consumer behaviour. In addition to analysing Zara's current social media strategies, the paper provides insights into future outlooks and recommendations for the brand. It suggests embracing emerging technologies like artificial intelligence (AI) and prioritizing data analytics to deepen consumer insights and personalize marketing efforts. The research paper concludes by underscoring Zara's journey towards cultivating a luxury persona through social media as a testament to its adaptability and innovation. It highlights the brand's continued relevance and prominence in the retail industry, solidifying its position as a trailblazer in the realm of luxury fashion. By providing an in-depth analysis of Zara's social media strategies and their impact on consumer behaviour, this paper offers valuable insights for marketers, researchers, and industry professionals seeking to understand the dynamics of luxury branding in the digital age.

Masstige buyers: Profile, perceived luxury values and purchase intentions

AbstractAs the term masstige has only recently emerged, the literature on masstige branding and marketing remains relatively limited. More research is needed to understand better the distinct profiles of masstige and luxury buyers, their perceived luxury values and purchasing motives. Our study, involving 601 UK consumers, aims to address this gap. Based on consumers' self‐reported prior experiences with masstige and luxury brands, we identify four distinct consumer segments: Premium luxury Buyers, Masstige Buyers, Buyers of Both Premium luxury and Masstige, and Non‐luxury buyers who have not previously purchased either Premium luxury or Masstige brands. We then explore each segment's socio‐demographic profiles, their luxury value perceptions, and how these values influence their purchase intentions. Individuals across diverse income levels, spanning low, middle, and high, fall into four distinct segments with unique luxury perceptions. Premium luxury buyers are characterized as socially oriented perfectionists, while masstige buyers align with hedonic materialism. Buyers of both seek self‐distinction. Non‐luxury buyers spire for group conformity, prioritizing experiential enjoyment when given the opportunity. Furthermore, our study offers a practical value‐based positioning framework and a roadmap for brands looking to expand their target markets. This framework can be a valuable resource for luxury marketers seeking to refine their positioning and better align with the values that resonate with their target audiences.

Redefining Luxury in the Digital Age: Cross-Cultural Dynamics of Collaborations, Engagement, and CSR-Driven Consumer Perceptions

The study delves deeply into the changing landscape of luxury markets, highlighting its importance in an era of rapid changes in consumer preferences. Spotlighting transformative collaborations and the rise of luxury Masstige, powerful forces emerge that challenge the long-standing paradigm of exclusivity, leading to a more inclusive luxury sector. Furthermore, digital platforms no longer simply serve as transactional conduits, but have transformed into complex eco-systems vital to brand narratives, particularly among young people. Through the analysis, a growing significance of sustainability and Corporate Social Responsibility (CSR) is uncovered, both showing discernible economic benefits such as increased brand loyalty. A clear duality in perceptions of luxury emerges between Eastern and Western markets, molded by globalization interwoven with regional cultural nuances. For luxury brands in an era of rapid development, it is imperative that they embrace sustainability wholeheartedly, adapt flexible digital strategies, and be acutely aware of the cultural intricacies of the brand's positioning. Overall, the luxury industrys future is unambiguously green, digitally astute and culturally attuned.

Using focus groups and consumer perceptions to generate important features of hotel shampoos and lotions

AbstractHotel toiletries are standard complementary items found in hotel bathrooms. These commodities are important to consumers, yet minimum research has been conducted on consumers' perception of these hotel toiletries, nor the variables that can influence their preferences. Four focus group sessions were conducted with frequent hotel guests. These groups were separated based on the type of hotel toiletry (shampoo or lotion) and the category of hotel the consumers most regularly visited (i.e., luxury or economy). By the end of all four sessions, a list of 34 attributes for hotel shampoos and 29 attributes for hotel lotions was generated. Perceived differences were discovered such as economy guests testing the products before use, while luxury hotel guests had a “trust” factor in which testing was unnecessary. Additionally, relaxing “spa” like scents for shampoos and thick textures for lotions were important features. Follow‐up research has been published to validate the information quantitatively.Practical ApplicationsArticles publicly accessible on hotel toiletries are narrow. The investigation provides the groundwork for additional research to be conducted on the hotel toiletry category. The research resulted in various attributes to describe hotel shampoos and lotions, and how economy and luxury hotel guests use hotel toiletries. From the study, hotel owners and managers can explore the various opinions and perceptions of luxury and economy hotel guests regarding hotel shampoos and lotions.

Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding

Service firms can use sensory cues to provide a perception of luxury in terms of quality and service. In the area of destination branding, brand names are one of the core elements of brands that help communicate their image to a consumer in the hospitality and tourism sector. Psycholinguistics research demonstrates that linguistic cues embedded within brand names can be used to convey the image of a brand. Relying on the latest literature on psycholinguistics, branding, and hospitality services, the present study investigates the sounds and/or letters present in fictional brand names that may enhance their perception of luxury. The results demonstrate that higher-frequency sounds (e.g., i, e, f, s, v, z) appear to increase the perception of luxury brands more than lower-frequency sounds (e.g., u, o, b, d, g). Among various speech sounds, the letter v in names also increases the intention to visit luxury hospitality services (restaurants, hotels). These findings demonstrate how brands in the hospitality and tourism sectors can use certain linguistic features to signal their perception of luxury to tourists.

The Relationship Between Product Quality, Perception of Luxury, Brand Attitude, and Purchase Intent for Luxury Products: A Quantitative Study on Indonesian Social Media Users

This study explored the relationship between product quality, perception of luxury, brand attitude, and purchase intent for luxury brands. Data was collected from social media users in Indonesia using a quantitative cross-sectional design with a causal approach. Partial least square path modeling (PLS-SEM) in structural equation modeling (SEM) was used for analysis. The study found that the quality of luxury products did not influence purchase intention in Indonesian society, indicating the need for further research on this topic. The study also confirmed that perceived value positively impacted brand attitude, perception of luxury improved consumer attitude towards luxury products, and perceived value significantly influenced purchase intention. Companies need to consider the perceived value in the functional, social, personal, and social value aspects when developing marketing strategies to increase purchase intention among consumers. These findings provide important insights into luxury brand marketing strategies and highlight the need for further research in different cultural contexts.
 Keywords: Product Quality, Luxuriousness Perception, Brand Attitude, Purchase Intention, Social Media Users

The pursuit of luxury or luxuries? A framework of the past, present, and future of luxury research

ABSTRACT Is there one legitimate form of luxury, or are there many acceptable luxury forms? The answer is that it all depends on the perspective used to define luxury, and who is involved in doing so. Luxury research is a solid field of study. However, most studies in marketing and consumer research focus on the exclusive nature of luxury consumption and mainly adopt a goods-centric and conventional approach. Doing so does not allow scholars to capture the holistic aspects of luxury perceptions and consumption. To address this issue, this review article draws on recent developments calling for more approaches beyond the conventional conceptualization of luxury and advancing our understanding of it. This can be achieved by offering a comprehensive and multilayered framework to define luxury, which is viewed through various theoretical lenses, units of analysis, and the stakeholders involved in luxury domains.

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands

Sustainability in luxury: insights from Twitter activities

ABSTRACT Sustainability presents one of the most pressing challenges across different industries, especially for luxury brands. This study reveals the role of sustainability in luxury consumption by collecting and analyzing data from over half a million Tweets with 762 sustainability luxury consumption hashtags. Sustainability’s importance in online discussion is steadily increasing. Using balance theory, we combined sentiment and text mining to decrypt and reveal online audience’s perceptions of sustainable luxury. The findings highlight what online public considers sustainable, the importance of these perceptions for specific sectors of the luxury industry, and which emotions sustainable luxury perceptions trigger. We reveal online audience’s sentiments in the form of opinions, evaluations, and emotions toward sustainable luxury. This research serves as a critical exploration of the much-needed alignment between luxury and sustainability. This work aids not only scholars but also luxury brand managers in their aim to comprehend and keep pace with the increasing importance of sustainability in the luxury sector.

Connecting nature with luxury service

AbstractMany service and retail facilities, such as hotels, restaurants, hospitals, and airports, are incorporating nature elements into their building design. Individuals' affinity for nature is called biophilia. The literature on biophilic design heavily focuses on the restorative effects of biophilic design on the facility users, leaving many other effects under‐investigated. In particular, biophilic design implementation requires significant financial investment, thus, whether biophilic design can bring financial returns from consumers would be of interest to practitioners. This study investigates whether biophilic design attributes are linked to consumers’ willingness to pay a price premium (WTPP). Two pretests show that when biophilic attributes are moderately implemented, they can elevate aesthetic and attractiveness perceptions, but this effect tapers off if the implementation is excessive. Through three between‐subjects main experiments, this study confirms that WTPP is enhanced via increased aesthetic value and luxury perceptions when biophilic attributes are present (vs. absent—Studies 1 and 2), but this serial mediation is moderated by biophilic scarcity (low vs. high—Study 3). An adequate level of nature elements, when implemented in biophilic‐scarce areas, can improve customers' perceptions of aesthetic value and luxury. This, in turn, improves customers' WTPP for the service.