The global luxury goods sector is particularly buoyant and showing steady growth, it was worth an estimated €122.2 billion in 2012 (Mintel, 2013), and generated more than 230 billion Euros in worldwide sales in 2014 (Bain 2014). These factors signify that the luxury sector is experiencing a boom with strong annual growth in terms of both value and volume. Practitioners and researchers are increasingly interested in the complexities associated with the consumption of luxury products, a focus that has led to the need of contribution to the understanding in the field and as a result, new concepts and research frameworks are emerging. Strong competition from an over-subscribed luxury market is further challenged by the practice of counterfeiting, which can damage brand image and profitability of luxury brands, but serves to further reinforce the importance and aspirational attributes of luxury goods. Similarly, e-commerce is growing rapidly and the fashion industry has become the fastest growing product category in the UK (Mintel, 2012). As Internet penetration is increasing rapidly, e-commerce becoming an indispensable complimentary distribution channel for offline retailers. In particular, the demand for luxury online sales is growing as the luxury consumer is reported to be more tech savvy and willing to purchase online in comparison to the offline purchases preferred by the average consumer (Google, 2013, Brandchannel, 2014) Luxury fashion brands have been slow to adopt digital and online channels, as the internet challenges a number of characteristics that have been intrinsic to luxury fashion brands (Okonkwo, 2010). Kapferer and Bastien (2012) proclaim that digital is in strong contradiction with luxury in most aspects. The main question this poses for luxury brands is how to be exclusive in an inherent democratic medium that can be accessed by anyone at anytime (Okonkwo, 2017, Kontu and Vecchi, 2014, Jin 2012). Whereas the digital world is about being instant, available and accessible, luxury fashion brands are very careful to exude timeless style, heritage, rarity and service (Kapferer and Bastien 2012, Pucci-Sisti Maisonrouge, 2013). Luxury brands have been keen to maintain full control over their distribution channels and marketing messages whereas the internet and in particular social media empowers the consumer, allowing them to co-create the brand message (Christodoulides et al., 2012). Further distribution is essential in luxury management (Kapferer and Bastien, 2012) and direct operated points of sale of luxury fashion brands are often based on their flagship stores and act as a marketing communication tool as much as a sales channel (Manlow and Knobbs, 2013; Moore and Doherty, 2007). As such, luxury retail brands have been careful to create exclusive and sensory rich experiences with particular attention to the materials of the product and the environment they are being displayed and sold in (Okonkwo, 2007, Fionda and Moore, 2009, Kapferer, 1998, Kapferer and Bastien, 2012). This points to another difficulty for luxury fashion brands who seek to communicate and distribute their goods online; the sensory appeal of websites is limited to visual and audio stimulation which does not satisfy the requirement for multisensory experiences deemed necessary for promoting luxury products. Due to these challenges scholars are in disagreement whether online fashion brands should distribute their products online or purely use the online channels to engage their consumers, but keep sales to their physical stores. Kapferer and Bastien (2012) consider selling a luxury product online as “extremely dangerous” as it reduces the “dream value”, Okonkwo (2007, p179) argues that the “adoption of the internet as a sales channel is now essential for luxury brands that aim to maintain a competitive edge.” This is supported by the prediction that by 2018 the online channel will account for 14% of worldwide luxury expenditure (Verdict, 2013), and that the luxury consumers in all markets are more tech-savvy than the general population with over 97% of luxury buyer using the internet (Google, 2013). This study adopts Okonkwo’s (2007) point of view that most luxury fashion brands will have to adapt and distribute their products across multiple channels to satisfy the consumer’s expectations. It is theorised that the digital revolution has empowered consumers, raising expectations for different experiences and changing behaviour (Deloitte, 2011; Pine and Gilmore, 2011; Rosenblum and Rowen, 2012): The consumer experiences their shopping experience as a whole (Interbrand, 2012) and looks for an integrated and consistent experience between channels (Roy et al., 2005; Zhang et al. 2010). These new shopping behaviours have exposed retailers’ vulnerabilities in brand and process and the challenge for fashion retailers is to provide a consistent experience and tone of voice across each of these channels. This difficulty is even more prominent for luxury fashion brands. Despite the difficulties and risks for luxury fashion brands to adapt to the multichannel retail environment several advantages in serving the multichannel consumer are identified: the multichannel consumer is considered to spend on average more money (Schoenbachler and Gordon, 2002; Lu and Rucker, 2006, Weinberg et al., 2007), buy more frequently (Kumar and Venkatesan, 2005) and has a longer customer lifetime value (Neslin et al., 2006, Schramm-Klein et al., 2011). An alterative interpretation of the luxury brand paradox could be viewed as the contradiction between the need for luxury brands to increase sales and explore new consumer segments, whilst also retaining their aura of mystery and exclusivity.. Consequently luxury fashion brands have to develop strategies to sustain their luxurious image in the online channels and even though there are an increasing number of luxury fashion houses to do so successfully like Burberry (Kapferer and Bastien, 2012) there remains a need to gain insight into how luxury fashion brands can utilise the online channel efficiently to communicate and engage with its customers. (Tungate, 2009; Okonkwo, 2010; Hanna, Rohm and Crittenden, 2011; Geerts, 2013; Heine and Berghaus, 2014; Kontu and Vecchi, 2014). This working paper seeks to address questions relating to the online consumption experiences and explores online atmospherics and their role in providing a luxury experience. This robust, inclusive approach aspires to contribute to current understanding of online luxury fashion consumption with the aim of identifying meaningful, workable recommendations for both future research and current practice within these sectors. The study will integrate the research findings with current literature in the experiential marketing and atmospherics debate positioning the research in an area where experience and atmospherics are found to be of crucial importance to the brand: luxury fashion retail. We propose a new phrase called ‘e-luxury’ to denote our conceptual framework, which has been developed to address the current gap in knowledge surrounding online experiences in the luxury retail sector. Research that employs experiential e-luxury as the conceptual framework has not been used in the context of understanding online luxury brand consumption, as it is a recent area of growth. As such, more research is required that interrogates the complexities associated with this sector, so it is hoped that by doing so, we may better understand what is driving luxury brands to co-exist online alongside fast fashion and how they can retain their brand equity and position whilst doing so. This notable rise in interest in online behaviour in the luxury good sector is receiving increasing attention from both practitioners and researchers as an area of growth, as such, there are many gaps in our understanding of e-luxury and the experiences of consumers online, that a study of this kind hopes to address. Thus, the aim of this working paper is to explore how to translate the crucial experiential value from the physical luxury retail environment to an omni-channel brand experience to engage a luxury consumers senses and emotions across all channels.

Past research has shown that the self-congruity effect (Sirgy, 1982) is an important key predictor for consumers’ responses (e.g., attitude, purchase intention, choice, satisfaction, and loyalty) toward various marketing stimuli such as brand, store, and product (Barone, Shimp, and Sprott, 1999; Sirgy, Grewal, & Mangleburg, 2000). The self-congruity effect refers to the match between consumers’ actual self-concept and the image of objects compared, such as brand image, product image, store image, and advertising materials (Choi & Rifon, 2012; Sirgy, Grewal, & Mangleburg, 2000). These relationships, however, have not been tested in the context of luxury brand products (Sirgy, 1982). Our purpose is to address this knowledge gap by investigating the relevancy of self-congruity theory to the purchase of luxury brands. In contrast to the long-standing self-congruity effect, we propose that actual self-incongruity and ideal self-congruity effects will work when consumers evaluate luxury fashion brands. A survey method was used to gather data. Data were collected through an online panel provided by E-rewards, a marketing research company located in the United States. A stratified sampling method was employed to obtain an evenly distributed number of participants from different income classes. The strata was identified by income. Three strata were developed: (1) more than $100,000; (2) $55,000 to less than $100,000; and (3) less than $55,000. The sample (n = 502, average age = 41) represented most demographic categories. We tested the influence of actual self-incongruity and ideal self-congruity on brand attitude, purchase intention, and perceived quality for 3 brands. Actual self-incongruity had a significant positive effect on brand attitude, whereas ideal self-congruity had a significant positive effect on brand attitude, purchase intention, perceived quality. Overall, the results supported our main hypothesis. We conducted an additional analysis to examine the moderating role of income. Specifically, for brand attitude, the influence of actual self-incongruity was significantly positive only for the low-income group. The influence of ideal self-congruity was significantly positive only for the low- and middle-income groups. For purchase intention, the influence of ideal self-incongruity was significantly negative only for the low-income group, whereas the influence of ideal self-congruity was not significant for the middle- or high-income groups. Finally, for perceived quality, the influence of actual self- and ideal self-incongruity was significant only for the middle-income group, whereas that influence was not significant for the high-income group. This research contributes to the self-congruity effect in the context of luxury brands. Our results show the positive influence of ideal self-congruity and actual self-incongruity on the evaluation of luxury brand products. This is the first study identifying that actual self-congruity has a negative influence on the evaluation of brands in a luxury market context, as opposed to previous findings. Our results provide important implications to practitioners in planning their marketing communication strategies or consumer relationship management for luxury brand consumers.

This paper utilizes a categorical approach, proposing and validating a comprehensive model that facilitates the understanding of the structure of the luxury fashion industry through the lens of the consumer. It explores the value dimensions of luxury fashion products and clarifies the confusion that is evident in the earlier luxury literature.

The purpose of this study is to investigate which of the main social and personality factors affect the attitudes of consumers towards counterfeit products and their purchase intentions in one of largest counterfeit product market as much as the attractive one for the Global Luxury goods ,namely Turkey.

China has become a key market for the luxury fashion industry. Yet the relationship with the role of digital marketing is still mostly unexplored. The increase of Internet in China has been Impressive. A report from CNNIC (China Internet Network Information Center) indicated that Chinese netizens increased to around 0.632 billion. Internet has a deep impact on people’s life, changing their lifestyles and consuming behaviours. For luxury brands entering Chinese market, the competition becomes fiercer. Despite the traditional marketing model, an increasing number of luxury companies are orienting their strategy towards the blue ocean—on-line market. On-line luxury fashion commerce has become a creative joint of Internet technology and business operations. Despite the fact that the Chinese market is regarded as potentially the fastest growing market for the luxury industry, many challenges exist nowadays since China is a young player in both luxury industry and e-commerce field. Some experts in the field believe that the limitation of customers’ experience is the most essential problem, and some others assert it would be difficult to do on-line marketing for luxury products. Besides, there is still an ongoing debate on the key factors that determine the success of on-line sales in luxury industry. Luxury Fashion customers are mainly composed by elder segment, while luxury consumers are increasingly becoming a younger segment (about under 40 years old) in China. In particular, their consumption concept is very different from that of traditional customers. A survey from McKinsey & Company indicates that there are almost 90% of Chinese Internet users living in tier1, tier2 and tier 3 cities have enrolled in a social-media site. Moreover, Chinese people are regarded as the world’s most active social-media population, around 91% of respondents telling they visited a social-media site in the previous six months, followed by 70% in South Korea, 67% in the United States and 30% in Japan (Chiu, Lin, & Silverman, 2012). This article is based on an exploratory study analysing the current situation of Chinese online market and the online shopping websites. Through interviews with customers who already had online luxury shopping experience and a questionnaire to about 150 potential customers of online luxury shopping websites, this paper tries to identify some of the key factors affecting the purchasing behaviour of Chinese customers of luxury fashion products. Based on the understanding of the current situation and the innovative role played by the digital orientation of purchasing behaviours in luxury, this article will introduce some hypotheses in order to verify the assumptions associated to key challenges and success factors in the Chinese market which can be the reference for luxury companies to fix their on-line marketing – pricing, distribution network, fashion brands variety. The exploratory study in the field has already showed specific results. With respect to pricing strategy for online purchasing, results showed clearly that besides the fact that traditional luxury purchasers are not price-sensitive also in relation to the fact that luxury products high price is a symbol of exclusivity; the modern luxury fashion Chinese customers, mainly composed by people younger than 30-years old, enjoying the wealth accumulated by their parents and other family members, have better education backgrounds which makes them have little conceptions about the purchasing power of currency. Logistics, which contain the products’ packaging, delivery mode and time and comprehensive quality of it appeared to be the one of the most important way to present the e-retailers’ services for online luxury customers. Through customers purchase luxury products online, the majority of them are still expected to enjoy the luxury experience and services just like in the traditional luxury boutiques. Based on the knowledge and the previous studies of luxury consumers and Chinese e-commerce two hypotheses will be proposed and verified in the empirical study. Furthermore, Supply channel for online luxury shopping websites have also shown to be also particularly relevant as the product quality and the modes are the most attractive factor for customers. A qualified supply channel will guarantee the products’ quality and variety for customers. Chinese market has its own characters and Chinese citizen shopping habits are also distinct, obviously, the current situation in China has indicated that luxury brands and e-commerce still in the run-in period. Through there are some successful cases in western countries which can partly provide some key factors for Chinese market, it is impracticable for luxury brands and some retailing websites copy their experience and follow those “rules” in China. It is quite critical for both luxury brands and e-commerce companies recognize the difference existed in this market, understand the real situation and then modify their marketing policies. This study has only analysed some of the key issues affecting the purchasing patterns of luxury fashion customers. Consequently more quantitative and qualitative research in the field that analyses it from different perspectives it is suggested.

The paper examines the impact of international expansion of retail operations on the choice of performing internally or outsourcing some strategic activities in order to cope with the demands of retail outlets in domestic and foreign markets, providing a case analysis of Italian luxury fashion companies.

A survey of 570 adolescents reveal that attitudes toward luxury fashion brands rely on a balance between desires for assimilation (i.e., susceptibility to peers’ influence) and individuation (i.e., need for uniqueness); innovativeness mediates these relationships and culture plays a moderated mediation effect.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

The fashion industry has been dramatically transformed during the last 20 years with the introduction of fast fashion: a style of instant cutting edge fashion at affordable prices (Sheridan, Moore, & Nobbs, 2006). The term, fast fashion, describes a business model characterized by rapid supply chains, merchandising techniques and retail technology all developed to respond to increasingly fast changing consumer demands (Kim, Choo, & Yoon, 2013). In contrast to this business format, luxury fashion brands have always held a superior position in the fashion industry through their quality, limited release and pricing policies. The contemporary fashion industry is now highly competitive, with this additional pressure coming from fast fashion companies constantly delivering original and “fresh” products at affordable prices (Cholachatpinyo, Fletcher, Padgett, & Crocker, 2002). Despite the apparent price discrepancy between fast fashion and luxury fashion products, both these two fashion styles appear to cater to a consumer’s need for uniqueness. Through the consumption of fashion this uniqueness factor becomes evident in the way in which consumers convey their individual identity and self-image to society. Intuitively, as the two styles of fashion are distinctive, the type of uniqueness component desired by their consumer will differ. Therefore, we ask: “what aspects of uniqueness are motivating consumers to choose between fast fashion and luxury fashion brands?” The paper answers this important research question through evaluating (1) the predictively of fashion-brand attitude and self-congruency on fashion style preferences and (2) the moderating role of consumers’ need for uniqueness (CNFU) in these direct relationships. An online survey of 301 U.S. participants was conducted utilizing a quazi-experimental between-subjects design. All participants had experience with purchasing either fast fashion or luxury fashion clothing. Fashion-brand attitude and self-image congruency were treated as independent variable with preference for fashion style as the dependent variable. The three factors that constitute CNFU were treated as moderators. The results suggest that fashion style preference is determined more by the level of self-image congruency than positive attitudes towards fashion brands. More importantly, the different qualities of CNFU are capable of influencing individual consumers’ fashion preference within each fashion style. Collectively, the findings present strong supporting evidence that the differences in consumers’ need for uniqueness are likely to affect some fashion style preferences and not others. In particular, the majority of findings are consistent with the central argument that fashion consumers are uniqueness seekers and have their own ways of portraying their individuality to society (Workman & Caldwell, 2007). There was however inconsistent results obtained by treating CNFU as a single moderating construct, thus adding further support for Tain, Bearden and Hunter’s (2001) proposition that the consumers need for uniqueness consists of three distinct components, each specifying a unique personality trait.

The market for counterfeit luxury fashion goods is proliferating across the globe. In an effort to provide some insight into this phenomenon, this study aimed to identify the antecedents of attitudes toward counterfeits of luxury fashion goods. As antecedents, counterfeit proneness and attitudes toward counterfeiting were considered. It was hypothesized that counterfeit proneness not only influences attitudes toward counterfeits of luxury fashion goods directly but also indirectly through attitudes toward counterfeiting. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the hypothesized model suggest that the model fits the data well. Factor analysis revealed that counterfeit proneness and attitudes toward counterfeits of luxury fashion goods were uni-dimensional and that attitudes toward counterfeiting were two dimensional, which are ‘normatively less susceptible’ and ‘value conscious’. Test of the hypothesized path showed that counterfeit proneness influences attitudes toward counterfeits of luxury fashion goods indirectly through the two factors of attitudes toward counterfeiting. The results suggest some implications for anti-counterfeit businesses.

Luxury retailers are said to be leading the way with investment in instore technology (Patel 2013). As consumer decision making has shifted from the rational to the emotional and experiential (Kim et al., 2009), luxury fashion retailers are increasingly investing in experiential retailing to provide a differentiated retail experience and encourage consumers to dwell and consume. However, although academic research has identified the increasingly important role of technology in consumers’ lives (Gilmore and Pine, 2002; Kim et al., 2009; Srinivasan and Srivastava, 2010), there is a lack of research on technology implementation in the luxury context; on how it could be conceived and what beneficial effects it would have on the shopping experience. The aim of this research to explore the adoption of in-store technology within the luxury retail store environment with respect to the motives and methods employed. Motives include the proliferation of e-commerce, the showrooming concept, to increase dwell time and spend instore, to enhance the level of interaction with customers and also that in-store technology can be a PR generator. There are three main methods that luxury brands have been using technology in their flagship stores and these are functional, inspirational and experiential.

This paper considers the standardisation-localisation debate and analyses qualitative data from 22 luxury fashion retailers to reveal the decision-making process for marketing strategies that support entry into China, in terms of balancing the ‘global-local dilemma’ in an emerging marketplace alongside the need to maintain exclusivity of brand image across markets.

Sales of luxury goods have increased drastically in the Asian marketplace over the past decade and therefore imply high potential for further future developments. While Japan has been an important market to luxury brands for a longer period of time, especially China and South Korea have gained in importance due to high sales volumes and increased desire to purchase luxury goods. Especially due to the economic crisis in Europe, luxury brands have to focus on the potential of these emrging Asian countries. In order to adapt and improve the marketing communication strategies successfully to the respective countries, an intensive analysis of the local luxury market, local competitors and the performance of leading luxury brands have to be examined. This is especially crucial to luxury brands since consumers are highly sensitive to the brand image and identitty which is why marketing strategies and brand positioning have to be considered carefully. The purpose of this study is 1) to examine the current luxury market in Japan, China and South Korea according to major fashion industries; 2) to analyze the critical success factors and marketing strategies of leading and aspiring local and global fashion luxury brands in the respective country 3) to give meaningful implications for existing and aspiring luxury brands. For that, after giving an overview of the luxury market in the respective country, case studies on leading and aspiring luxury brands in the major fashion cities (Shanghai, Beijing, Seoul and Tokyo) will be conducted to examine critical success factors. By that, we will give an overview on the market entry and marketing strategy, such as social media, the usage of IT, and general ads as well as retail trends and communication channels. The findings indicate the current trends of luxury fashion brands in China, South Kore and Japan. Through this data review, case studies and suggestions, both academia and industry will gain important insights of the current tendencies of brands and consumers. Global marketers will understand the Asian luxury market better; local brands may find implications of how to enter other Asian markets and aspiring brands can learn about the critical success factors in the market.

Despite the recent economic downturn, the worldwide sales of luxury fashion brands have increased. The luxury fashion market may have become more profitable and yet, at the same time, more competitive. The relationship between consumers and a luxury fashion brand is the type of relation that starts with an affinity towards a particular brand name and is manifested through the purchase of the goods (Okonkwo 2007).Luxury consumption generally involves purchasing luxury products and brands which can symbolise luxury values to an individual. Even though luxury consumption has always been associated with prestige-seeking behaviour, it goes beyond that. Consumers nowadays are looking for luxury brands and goods that are able to fulfil their own functional and emotional values or, specifically, perceived luxury values. Advertising is essential in selling luxury brands and most luxury brands are willing to invest in advertising. One of the main objectives of luxury brand advertising is to help consumers develop a good understanding of the perceived values that luxury brands can offer as compared to non-luxury brands. Only after perceived luxury values are well understood, will consumers be persuaded to purchase the brands. Luxury fashion brands are one of the most profitable and fastest-growing luxury sectors, yet at the same time most researchers tend to agree that the value perceptions associated with luxury fashion brands are poorly understood and under-investigated. Values in general can be regarded as beliefs that guide the selection or evaluation of desirable behaviours or end states (Schultz & Zelezny 1999). Luxury values explain why consumers desire and purchase one luxury brand rather than another. This is because luxury values associated with a specific luxury fashion brand influences consumers’ preference over another brand. There is a wealth of models for perceived luxury values and many researchers have attempted to measure perceived luxury values. Previous research has revealed that luxury values may consist of multiple dimensions. For example, luxury values may involve exclusivity, perceived quality, brand awareness and brand identity (Phau & Prendergast 2000). Vigneron & Johnson (2004) proposed five perceived luxury values which comprise conspicuous value, uniqueness value, quality value, hedonic value, and extended self-value. Subsequent to the study done by Vigneron & Johnson (2004), Wiedmann, Hennigs & Siebels (2007) extended and summarised nine perceived luxury values in relation to luxury fashion brand consumption which are: price value, usability value, quality value, uniqueness value, self-identity value, hedonic value, materialistic value, conspicuousness value and prestige value.Gender, in particular, has not been carefully examined in the luxury context. Since many luxury fashion brands are purchased as gifts for the opposite gender, good understandings of the gender differences in perceptions towards key luxury values becomes essential in this luxury market. Extended from Wiedmann et al.’s study (2007) and using a two (male and female endorser) by two (male and female consumer) factorial and quasi-experimental design, this study examines the impact of gender on consumer responses to seven key luxury values, including the appearance, quality, uniqueness, materialistic, hedonic, conspicuous, and prestige value. The sample included more than three hundred young consumers in Australia. Confirmatory factor analyses were used to test the validity and reliability of each value construct. T-tests were conducted to examine the difference between the male and female consumers with regards to each of the luxury value. The study found that, when exposed to the male-endorser advertisement, male and female consumers have significant different perceptions towards only three key luxury values including appearance, hedonic and prestige value. However, when exposed to the female-endorser advertisement, male and female consumers have different perceptions on all of the key values examined except the materialistic and quality value. The results reveal that gender is a key consideration in luxury brand marketing, particularly in the context of new luxury brand advertising. On one hand, the same advertisement may lead to different consumer perceptions on the luxury values of the advertised brand. On the other hand, some key perceived values (such as quality or materialistic) may not be influenced by gender (neither the gender of the endorser or the consumer). The findings of this study are important as they enable luxury marketers to understand the impact of gender in luxury brand marketing. The implications go beyond luxury fashion brands to other sectors of the luxury market.

The objective of this paper is to understand consumers’ responses (attitude, perception of quality and luxury) to production delocalization in the luxury industry, based on brand origin matching consumers’ origin or not, in order to understand the interaction brand origin and consumer ethnocentrism on those responses.Two experiments were conducted. Study 1 exposes 166 respondents (French, Italian and other European) to a message of delocalization of either a French or Italian brand supposed to delocalize production to China. Study 2 assesses, among 62 French women, the implicit preference toward French luxury brands (through the Implicit Association Test, Greenwald et al. 1998) and the level of consumer ethnocentrism (through CETSCALE, Sharma et al. 1995). Then, the group is exposed between subjects to 2 delocalization messages X 2 country of delocalization (China, Poland EU) Although brand origin is not salient when consumers evaluate brands (no explicit preference for French brands over Italian brands across studies), it is nonetheless present below awareness, as part of the brand heritage and the brand identity (measured through an implicit preference for French brands over Italian brands among our French respondents). It manifests in context of brands delocalizing out of the home country. Across studies, the attitude toward the brand, the perception of quality and perception of luxury is affected negatively post-exposure to a message of delocalization. Yet, this result is moderated by consumer ethnocentrism and message framing. When the message induces positive consequences for the brand and for the national economy, French respondents (and Italian respondents in study 1) are less affected by the delocalization of their home brands than other respondents. In turn, when the message highlights a loss in national employment, respondents judge the brand more negatively. The effect is stronger for respondents higher in ethnocentrism. The country of delocalization does not influence those results. There is scarcity of papers investigating the CoO effect for luxury brands, although the luxury business model and luxury brand identity are rooted into brand origin. This paper is the first to our knowledge to investigate the effect of brand origin and consumer ethnocentrism on brand delocalization.

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer- brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.