What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.

China, with its rapid growing wealthy consumers, is increasingly becoming a major market for luxury brands and products. It is believed that the growing consumption of wildlife products in China is one of the key factors in the acceleration of global extinction of endangered species. It is certainly not an easy task to reveal consumers’ true motivations behind their purchase, but is even tougher to change their behavior. In the field of wildlife conservation, despite many efforts so far have been made to de-market the consumption, the results are not encouraging. This study is designed to fill the research gap by treating ivory purchase as a type of luxury product purchase in China. Through studying the behavior and its underlying values and motivations, this research is aimed to identify effective communication strategies to curve the ivory consumption in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. A random stratified sample was obtained from an online panel in China in January 2018. Total 600 usable samples were obtained. The data analysis showed a strong and positive relationship between power distance and materialism; power distance and negative attitude toward social media. Materialism/collectivism is found a strong predicator of positive attitude toward social media and social media usage. While ivory likely buyers associate uncertainty avoidance with materialism and positive attitude toward social network, ivory purchase rejecters demonstrate a positive relationship between long term orientation and materialism; long term orientation and positive attitude toward social media. Based on the strong relationships between materialism and social media usage we found form this study, it is recommended to design a social media campaign to dissociate ivory products from social status; and to associate social status with healthier, greener alternatives (e.g., Tesla car). Advocating desired behavior (e.g., charitable works to save elephants in Africa) in social media and de-advocating the undesired behaviors by celebrities on TV (e.g., ‘No Trading - No Killing’ campaign by YaoMing) is likely to work for likely ivory buyers.

This research investigates luxury consumption preferences for different types of luxury goods (quiet vs loud) and shopping environments (online vs offline), as a function of individual motivation (bandwagon vs snob) and self-construal (independent vs interdependent), using a quantitative approach (online survey). Bandwagon-motivated consumers, as well as those with higher levels of interdependent self-construals show significant preferences for conspicuously branded luxury goods. Conversely, snobmotivated consumers show significant preferences for inconspicuously branded luxury goods. Finally, consumers displaying preferences for conspicuously branded luxury goods engage in both webrooming and showrooming behaviours, highlighting the complementary nature of online and in-store shopping. Results are discussed in the light of luxury consumption in the 21st century.

This research aims to the effect of a sexual signaling system for a mate attraction on luxury products purchase. Some research has examined priming of mating motives such as looking at pictures of attractive opposite-gender can increase males’ stated willingness to purchase luxury products. This research extends costly signal theory into promotional message or model. we suggest that men tend to purchase luxury products, exposed to ads with attractive women models rather than attractive men according to costly signaling. Likewise, women may tend to purchase luxury products, exposed to ads with attractive women according to intra-sexual competition theory. Three experiments are conducted to examine the hypotheses.