Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?

Luke Butcher, Ian Phau () and Min Teah
Additional contact information
Luke Butcher: Curtin University
Ian Phau: Curtin University
Min Teah: Curtin University

Journal of Brand Management, 2016, vol. 23, issue 6, No 7, 715 pages

Abstract: Abstract This study extends the existing analysis of brand prominence undertaken by Han et al (J Mark 74:15–30, 2010), to individually measure a broader range of prominence measures, including branding elements of style, design, colours, logos, and shapes, assessed across three luxury items (shoes, handbags, and belts). Perceptions of such prominence are utilized to examine how status consumption and product perceptions (including perceptions of quality and emotional value) influence consumers’ desire to purchase a range of luxury fashion goods. Results reveal that this enhanced assessment of brand prominence influences consumer perceptions of the quality of luxury goods, with quality and the status consciousness of respondents influencing the emotional value they derive from luxury goods. This emotional value in turn substantially influences purchase intentions alongside the direct influence of brand prominence. Intriguingly, significant differences are observed when comparing the level of prominence of brand elements manipulated in the data collection phase, with distinct influence evidenced across groups. The enhanced capture of brand prominence reveals to luxury practitioners that the prominence of branding extends to a range of brand elements, and that differing acknowledgment of such prominence impacts significantly on both how consumers view luxury items, and their drivers of purchase.

Keywords: brand prominence; luxury branding; status consumption; emotional value (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-016-0010-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:23:y:2016:i:6:d:10.1057_s41262-016-0010-8

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-016-0010-8

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().