Global Fashion Management Conference 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion (p.52-56)

CONSUMERS’ NEED FOR SUBTLE BRANDING

키워드 :
subtle branding,non-luxury product,luxury branding,seeking consumption,need for uniqueness

초록

This research aims to consider the respective roles of status seeking consumption, interpersonal influence and need for uniqueness, and to set these relationships within a broader theoretical context of the literature on the “extended self” and “self-congruity”. Furthermore, “consumer’s need for subtle branding” (e.g. inconspicuousness of a brand’s mark or logo) is proposed to moderate the relationship between these consumer attitudes toward luxury brands and the purchase intention of luxury brands.