Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap

Sang-Lin Han and Kihyung Kim

Journal of Retailing and Consumer Services, 2020, vol. 57, issue C

Abstract: This study examined how the consumption values of luxury brands lead to their patronage. We examined the effects of functional, symbolic, experiential, and zero-moment-of-truth (ZMOT) values on patronage intention through the emotional response process of flow and compatibility using the stimulus–organism–response framework. Furthermore, latent mean analysis of the moderating effects of different groups was conducted. The findings demonstrate that experiential, functional, symbolic, and ZMOT values influence emotional reactions to luxury brand experiences, and these reactions vary among groups. Marketers should increase the value of the luxurious consumption experience and create different values for various consumer groups and categories to expand luxury brands.

Keywords: Luxury consumption value; S–O-R framework; Millennial cohorts (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920312571

DOI: 10.1016/j.jretconser.2020.102249

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