The effect of luxury brand erotic capital on luxury brand consumption value and purchase intention - focus on VIP customers

Wonbae Pang, Eunju Ko and Minjung Cho

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 2, 123-142

Abstract: In today’s society, individuals invest considerable effort into enhancing their physical appearance for socioeconomic success. Despite significantly expanding the boundaries of luxury brands, there has been limited academic exploration into the analysis of luxury brand value from an erotic capital perspective. This study explores the effect of erotic capital on the consumption value and purchase intention of luxury brands. We surveyed 148 VIP customers of major luxury brands and ascertained key elements of erotic capital, notably finding that factors such as pleasure, beauty, and arousal positively influence consumer behavior. Additionally, we confirmed the moderating effects of age and VIP level. Our findings suggest that luxury brands should incorporate the concept of erotic capital into their designs and marketing strategies while maintaining their brand identity to effectively navigate rapidly changing market environments and expand their customer base.

Date: 2024
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DOI: 10.1080/21639159.2024.2308298

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