“All you need is love”. From product design value perception to luxury brand love: An integrated framework

Aurélie Hemonnet-Goujot () and Pierre Valette-Florence ()
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Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes

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Abstract: Product design is at the heart of luxury brands. While prior research has focused on the antecedents of product design value perception (PDVP) or on the relationship between PDVP and brand perception, no integrated framework has been developed to bring together the PDVP antecedents and consequences for consumer–luxury brand relationships. Based on value theory and two quantitative studies (N1 = 276; N2 = 249) analyzed using a partial least squares approach, this research investigates the antecedents and consequences of PDVP, then looks at mediators and one consumer-dependent moderator, design acumen. The results show that social and individual drivers influence PDVP. The study also sheds light on the direct influence of PDVP on luxury brand love and explores how full mediation is achieved through brand identification and brand equity, both of which act as catalysts for brand love. Finally, it reveals that luxury brand love strengthens willingness to pay a price premium.

Date: 2022-02
New Economics Papers: this item is included in nep-ban and nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-03562015v1
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Published in Journal of Business Research, 2022, 139, pp.1463-1475. ⟨10.1016/j.jbusres.2021.10.066⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03562015

DOI: 10.1016/j.jbusres.2021.10.066

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