Publicação
The relationship between luxury consumption and brand coolness: Analyzing the motives behind luxury consumption
| Resumo: | The purpose of this thesis is to explore the relationship between brand coolness and luxury consumption, in the context of fashion. We investigate consumers’ perceptions in different environments: online and offline, so that we can confirm results in both scenarios. Our main goal is to contribute to advancing the theoretical knowledge concerning the previously mentioned topics, while providing useful insights for practitioners. The aims of this thesis are to: (1) comprehensively review the topic of luxury consumption in the context of fashion; (2) analyse luxury brands’ communication practices on Instagram; (3) explore consumers’ perceptions through a focus group, as well as luxury managers, via interviews; (4) propose and validate a relationship between mass versus niche cool brands, brand loyalty, and brand love, in the context of luxury fashion consumption. Although several studies have been conducted, as far as we know, the current thesis is the first to employ both the topic of research and the methods employed, a mixed approach. Our research starts with a systematic literature review, in which we focus on summarizing the previously conducted research. The second study adopts a netnography approach, specifically a six-month Instagram analysis of six luxury brands (Louis Vuitton, Burberry, Gucci, Prada, Dior and Chanel). The third study adopts a qualitative approach through in-depth interviews and a focus group. The last study adopts a quantitative research method based on a self-administered questionnaire. A field experiment was also conducted, to provide results as realistic as possible. Based on our findings, we can summarize the results from the four studies: (1) research on luxury consumption in the context of fashion needs to be updated; (2) As for the Instagram analysis, Louis Vuitton and Gucci have a trend-driven approach. Dior and Chanel follow a fashion-centered communication. Prada has a product-centered communication strategy. Burberry follows a similar approach, being product centered. (3) Concerning the qualitative focus group and interviews, brand positioning was confirmed with a common approach between Dior and Chanel; Louis Vuitton and Gucci. Prada positions itself as a more rebellious brand, and this is also confirmed by prior results, while Burberry is still adapting to the market; (4) To conclude, niche cool brands are positively related to low conspicuous perceptions. This will directly impact brand love while the same happens for mass cool brands and high conspicuous perceptions. However, concerning brand loyalty, this phenomenon can only be confirmed for niche cool brands, and low conspicuous perceptions. Furthermore, this thesis can assist academics and practitioners. We argue that luxury consumption is a concept that needs constant updating. As consumers are changing, perceptions are also changing. This thesis extends knowledge on brand coolness from two perspectives: one, luxury brands were selected based on coolness perceptions, so all studies were based on them being perceived as cool brands; two, through analysing differences between mass and niche cool. We also suggest managerial implications. For instance, this thesis provides insights in understanding the different direct and indirect connections between antecedents and outcomes of luxury fashion, helping to formulate their marketing strategies, and focusing on specific subjects (e.g., brand desire, authenticity, luxury markets, value perceptions, luxury fashion communication, luxury sustainability or status signaling). Finally, we acknowledge the limitations and propose future research avenues. |
|---|---|
| Autores principais: | Aleem, Aihoor Kayoom |
| Assunto: | Luxury Fashion Brand coolness Conspicuous consumption Brand love Actual behaviour Netnography Consumo de luxo Moda Brand coolness Consumo conspícuo Amor à marca Netnografia Comportamento real |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The purpose of this thesis is to explore the relationship between brand coolness and luxury consumption, in the context of fashion. We investigate consumers’ perceptions in different environments: online and offline, so that we can confirm results in both scenarios. Our main goal is to contribute to advancing the theoretical knowledge concerning the previously mentioned topics, while providing useful insights for practitioners. The aims of this thesis are to: (1) comprehensively review the topic of luxury consumption in the context of fashion; (2) analyse luxury brands’ communication practices on Instagram; (3) explore consumers’ perceptions through a focus group, as well as luxury managers, via interviews; (4) propose and validate a relationship between mass versus niche cool brands, brand loyalty, and brand love, in the context of luxury fashion consumption. Although several studies have been conducted, as far as we know, the current thesis is the first to employ both the topic of research and the methods employed, a mixed approach. Our research starts with a systematic literature review, in which we focus on summarizing the previously conducted research. The second study adopts a netnography approach, specifically a six-month Instagram analysis of six luxury brands (Louis Vuitton, Burberry, Gucci, Prada, Dior and Chanel). The third study adopts a qualitative approach through in-depth interviews and a focus group. The last study adopts a quantitative research method based on a self-administered questionnaire. A field experiment was also conducted, to provide results as realistic as possible. Based on our findings, we can summarize the results from the four studies: (1) research on luxury consumption in the context of fashion needs to be updated; (2) As for the Instagram analysis, Louis Vuitton and Gucci have a trend-driven approach. Dior and Chanel follow a fashion-centered communication. Prada has a product-centered communication strategy. Burberry follows a similar approach, being product centered. (3) Concerning the qualitative focus group and interviews, brand positioning was confirmed with a common approach between Dior and Chanel; Louis Vuitton and Gucci. Prada positions itself as a more rebellious brand, and this is also confirmed by prior results, while Burberry is still adapting to the market; (4) To conclude, niche cool brands are positively related to low conspicuous perceptions. This will directly impact brand love while the same happens for mass cool brands and high conspicuous perceptions. However, concerning brand loyalty, this phenomenon can only be confirmed for niche cool brands, and low conspicuous perceptions. Furthermore, this thesis can assist academics and practitioners. We argue that luxury consumption is a concept that needs constant updating. As consumers are changing, perceptions are also changing. This thesis extends knowledge on brand coolness from two perspectives: one, luxury brands were selected based on coolness perceptions, so all studies were based on them being perceived as cool brands; two, through analysing differences between mass and niche cool. We also suggest managerial implications. For instance, this thesis provides insights in understanding the different direct and indirect connections between antecedents and outcomes of luxury fashion, helping to formulate their marketing strategies, and focusing on specific subjects (e.g., brand desire, authenticity, luxury markets, value perceptions, luxury fashion communication, luxury sustainability or status signaling). Finally, we acknowledge the limitations and propose future research avenues. |
|---|