Antecedents of intentions to crowdfund luxury brands and projects: Evidence from French consumers

Douglas Bryson, Glyn Atwal and Roberta Crespi
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Douglas Bryson: ESC [Rennes] - ESC Rennes School of Business
Glyn Atwal: CEREN - Centre de Recherche sur l'ENtreprise [Dijon] - BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Roberta Crespi: Unicatt - Università cattolica del Sacro Cuore = Catholic University of the Sacred Heart [Roma]

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Abstract: Luxury firms, including high-end watch manufacturers, use crowdfunding as an alternative source of entrepreneurial finance. Respondents indicated that intention to crowdfund luxury brand start-ups have both external and internal antecedents with the slight majority focusing on the extrinsic factors. The "luxury" proposition exhibits integrated motivation, which is conceptualized and personalized to the tastes of each investor.

Date: 2022-09
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Published in Strategic Change, 2022, 31 (5), pp.497-503. ⟨10.1002/jsc.2520⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04021178

DOI: 10.1002/jsc.2520

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