Masstige buyers: Profile, perceived luxury values and purchase intentions

IF 8.6 2区 管理学 Q1 BUSINESS
Nermain Al-Issa, Piotr Kwiatek, Nathalie Dens
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引用次数: 0

Abstract

As the term masstige has only recently emerged, the literature on masstige branding and marketing remains relatively limited. More research is needed to understand better the distinct profiles of masstige and luxury buyers, their perceived luxury values and purchasing motives. Our study, involving 601 UK consumers, aims to address this gap. Based on consumers' self-reported prior experiences with masstige and luxury brands, we identify four distinct consumer segments: Premium luxury Buyers, Masstige Buyers, Buyers of Both Premium luxury and Masstige, and Non-luxury buyers who have not previously purchased either Premium luxury or Masstige brands. We then explore each segment's socio-demographic profiles, their luxury value perceptions, and how these values influence their purchase intentions. Individuals across diverse income levels, spanning low, middle, and high, fall into four distinct segments with unique luxury perceptions. Premium luxury buyers are characterized as socially oriented perfectionists, while masstige buyers align with hedonic materialism. Buyers of both seek self-distinction. Non-luxury buyers spire for group conformity, prioritizing experiential enjoyment when given the opportunity. Furthermore, our study offers a practical value-based positioning framework and a roadmap for brands looking to expand their target markets. This framework can be a valuable resource for luxury marketers seeking to refine their positioning and better align with the values that resonate with their target audiences.

豪华买家:简介、感知的奢侈品价值和购买意向
由于 "masstige "一词最近才出现,有关 "masstige "品牌和营销的文献相对有限。我们需要开展更多的研究,以更好地了解 "名牌 "和奢侈品购买者的不同特征、他们眼中的奢侈品价值和购买动机。我们的研究涉及 601 名英国消费者,旨在填补这一空白。根据消费者自我报告的以往购买名牌和奢侈品牌的经历,我们确定了四个不同的消费者群体:高级奢侈品购买者、大众品牌购买者、高级奢侈品和大众品牌购买者,以及以前没有购买过高级奢侈品或大众品牌的非奢侈品购买者。然后,我们探讨每个细分市场的社会人口概况、他们的奢侈品价值认知,以及这些价值如何影响他们的购买意向。不同收入水平的个人,包括低收入、中等收入和高收入的个人,可分为四个具有独特奢侈品观念的不同群体。高级奢侈品购买者是社会导向的完美主义者,而大众奢侈品购买者则是享乐主义的物质主义者。两者的买家都寻求自我区分。非奢侈品买家则追求与群体保持一致,在有机会的情况下优先考虑体验式享受。此外,我们的研究还为希望拓展目标市场的品牌提供了一个实用的价值定位框架和路线图。这个框架可以成为奢侈品营销人员的宝贵资源,帮助他们完善自身定位,更好地与目标受众产生共鸣的价值观保持一致。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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