Mediational role of perceived personal legacy value between consumer agentic generativity and attitudes/buying intentions toward luxury brands

Caroline Lacroix and Alain Jolibert

Journal of Business Research, 2017, vol. 77, issue C, 203-211

Abstract: This study evaluates three luxury watch brands of different luxury intensity according to their perceived values with a special attention to personal legacy value. It uses the agentic dimension of consumer generativity as a segmentation variable for luxury brands. A parsimonious and reliable scale of perceived personal legacy value is first developed and further used to discriminate the luxury level of brands. Results show the superiority of a high-end luxury watch versus an accessible and a typical luxury brand on personal legacy. Structural equation modeling shows a mediation effect of personal legacy value between consumer agentic generativity and attitudes/buying intentions toward brands. Implications in marketing literature and industry practices highlight the important role of personal legacy as an added value for luxury brands. It also demonstrates the relevance of targeting agentic generative consumers in a luxury consumption context.

Keywords: Luxury brands; Perceived value of luxury brands; Personal legacy value; Consumer generativity; Agentic generativity (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:77:y:2017:i:c:p:203-211

DOI: 10.1016/j.jbusres.2016.12.012

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