From means to end: Understanding the millennial mind when buying luxury jewelry brands

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-07-26 DOI:10.1080/20932685.2022.2085606

Pavida Ratakam, Phallapa Petison

引用次数: 2

Abstract

ABSTRACT For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of how their needs change, is essential to aid the survival of luxury brands. This research applied the means-end theory as a framework to explore millennials’ preferences regarding the product attributes, benefits, and values that drive purchasing decisions. Thirty Thai millennials participated in the hard laddering interviews. The means-end chains obtained were analyzed using the LadderUX software. Brand, product function, and beauty are the key attributes that drive the purchasing decision, as they have a stronger link to the top values – happiness and self-confidence – of the millennial mindset.

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从手段到目的:了解千禧一代在购买奢侈珠宝品牌时的心态

摘要对于奢侈品时尚行业的人来说，由于千禧一代的参与，全球精品珠宝市场已从新冠肺炎疫情的影响中反弹。了解推动千禧一代决策过程的态度和价值观，以及更好地了解他们的需求如何变化，对于帮助奢侈品牌生存至关重要。这项研究将手段-目的理论作为一个框架，探讨千禧一代对推动购买决策的产品属性、利益和价值观的偏好。30名泰国千禧一代参加了艰难的阶梯式采访。使用LadderUX软件对获得的平均端链进行分析。品牌、产品功能和美观是推动购买决策的关键因素，因为它们与千禧一代心态的最高价值观——幸福和自信——有着更紧密的联系。

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

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.

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