 Luxury customization and self-authenticity: Implications for consumer wellbeingDayeon Choi, Yuri Seo, Felix Septianto and Eunju Ko Journal of Business Research, 2022, vol. 141, issue C, 243-252 Abstract: Offering customization services via online toolkits has emerged as a growing trend among luxury brands. Previous studies in this domain have largely focused on how customization influences product evaluations and purchase intentions. Our research identifies a novel effect of luxury product customization by showing that customized luxury offerings can positively affect subjective well-being. Three experimental studies provide empirical evidence for this prediction and establish the underlying process driving the effect. Specifically, Study 1 shows that the heightened feelings of self-authenticity drive the effect of luxury customization on subjective well-being. Extending the results of Study 1, Study 2 further demonstrates that the experience of luxury customization influences actual well-being behavior. Notably, this effect is unique to luxury brands and does not occur for non-luxury brands (an ancillary study). Important implications for the theory and practice of luxury branding and consumer well-being are discussed. Keywords: Luxury brand; Customization; Well-being; Self-authenticity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:141:y:2022:i:c:p:243-252 DOI: 10.1016/j.jbusres.2021.12.024 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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